An advertising expert shares anecdotes from three decades in the ad business and his own "Backer's Laws of Ideas," showing readers how to apply his insights on creativity to their own careers. 30,000 first printing. Tour.
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Book Description
Editorial Reviews
From Publishers Weekly
In 1971, as an advertising copywriter, Backer conceived and developed the famous Coca-Cola ad that features an international group of people singing "I'd like to buy the world a Coke and keep it company." Now president and executive creative director of the ad agency Backer Spielvogel Bates Worldwide, he calls on his expertise, including work on the "Just Say No" anti-drug campaign, to discuss how ideas can best be discovered, executed and marketed. Citing a series of Backer's Laws (e.g., "Failure carries more weight than success " ), he plumbs his knowledge of advertising to examine the way creative ideas can flourish in, and sustain, the corporate culture. With its often provocative angles ("Radio was always the medium that gave one's imagination the best workout") and insider's view of such ad campaigns as those featuring "Millertime" and "It's the Real Thing" (also for Coke), this well-written, if sometimes slow-paced book should post solid trade sales. Illustrations not seen by PW. Author tour.
Copyright 1993 Reed Business Information, Inc.
Copyright 1993 Reed Business Information, Inc.
From Library Journal
Backer is the advertising man responsible for the 1971 commercial featuring a chorus of young people on a hilltop asking the world to buy a Coke. The idea came to him when he was stranded by bad weather in the Shannon, Ireland, airport with passengers from all over the world who started talking to one another over bottles of Coca-Cola. Backer uses the advertising campaigns that he has worked with in his career as illustrations of how ideas can be developed and nurtured in any type of organization. He presents a number of "laws" concerning ideas such as "the more educated the gut, the truer the feelings," which he demonstrates with his many advertising successes, such as changing the image of Miller beer from a patrician drink to a beverage for working stiffs. Though the idea segment is not as developed or interesting as the inside accounts of Backer's advertising campaigns, the book as a whole offers insight into the creative process. There may be demand for this book because of heavy promotion and an author tour.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc.
- William W. Sannwald, San Diego P.L.
Copyright 1993 Reed Business Information, Inc.
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Most Helpful Customer Reviews
2 of 2 people found the following review helpful:
4.0 out of 5 stars
I disagree with the Krikus Review,
By Hamid Samadani (Wash, DC USA) - See all my reviews
This review is from: The Care and Feeding of Ideas (Paperback)
Maybe I'm a bolt (the Editorial review pans the book), because for me "Care and Feeding of Ideas" was an epiphany. Bill Backer's writing style drew me in as if he was sitting in an easy chair talking with me. I actually looked him up and called him to tell him how much I enjoyed his book. He offers a model with which to cultivate and nurture ideas. For me it resonated loud. The fact that he can point to a real-life success story gives his model credibility as well a way to clarify his approach. I was very disappointed in reading the Editorial review. Who should read this book? I think anyone who has felt frustration in getting an idea off of the drawing board and into execution would enjoy and benefit from reading "Care and Feeding." I read it nearly 10 years ago and still think of it.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
One of the Best Books on Creativity/Business Ever!,
By
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This review is from: The Care and Feeding of Ideas (Hardcover)
I read this book for the first time over 12 years ago, when it was first released. It has changed the way that I approach colleagues with new ideas and how to get heard.
Backer's First Law.... The best ideas are the most dangerous to your career... is really true. The second most important thing I learned was that one should never present a "new" idea to a group of "idea evaluators" unless the person with the power to say "yes" to that idea is present. I've given many of these books away as Christmas presents over the years and continue to get positive feedback from friends and colleagues about how this book shapes the way they approach and evaluate new ideas. Can't recommend it highly enough.
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