John Hegarty is one of the worlds most famous advertising creatives. Packed with generous, engaging and witty advice, 'Hegarty on Advertising' contains over four decades worth of wisdom from the man behind hugely influential campaigns for brands such as Levi Strauss, Audi, Boddingtons and Unilever.
A look into what lies behind creativity from one of the advertising industry's leading players Creativity isn’t an occupation; it’s a preoccupation. It is challenge for everyone in the modern world―from business and advertising to education and beyond. Here, the world-famous advertising creative John Hegarty offers a pocket bible of creative thinking, aimed at provoking, challenging, and inspiring greater heights of innovation.From Renaissance art to rock ‘n’ roll, Hegarty takes a wide-angle view of creativity as he sets out to demystify the many ups-and-downs that can arise during the creative process. Paralyzed by the blank page? Daunted by cynics in the workplace? Money leading you astray? Hegarty combines personal experience and anecdotes along with clear, pragmatic, and good-humored insight into tackling all creative challenges head on. Over fifty entries, including “Good is the Enemy of Great,” “Respect Don’t Revere,” “Get Angry,” and “Bad Weather” relay useful and generous advice on how best to improve, sustain, and nurture creativity in any profession. Accompanied by copious irreverent line drawings from Hegarty’s own sketchpad, Hegarty on Creativity is concise, accessible, and richly rewarding. 75+ color illustrations
Kreativita není zaměstnáním. Pomocí kreativity vynalézáme, zdokonalujeme a definujeme náš svět.Vysvětlujeme a bavíme se. Ale co podněcuje kreativitu? Co ji inspiruje? Co ji posiluje? Tato vtipná kapesní kniha o kreativním myšlení, nahuštěná padesáti vynikajícími a provokativními vhledy do záležitostí kreativity a tvůrčího procesu, pochází z pera Johna Hegartyho, jednoho z nejslavnějších světových kreativců v reklamě.