Customer Reviews

Creative Leaps: 10 Lessons in Sucessful Advertising Inspired at Saatchi & Saatchi

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I work for a book summary company. One of the books selected for summary is this book.

This book by former creative director of the renowned ad firm, Saatchi & Saatchi, lays out 10 lessons to follow in order to promote any brand. Although the author himself acknowledges that creativity knows no rules, the 10 lessons are offered as basic framework for structuring advertising creativity. But what is more interesting than these 10 rules are the many perceptive insights that he offers by delineating on the advertising campaigns undertaken by Saatchi & Saatchi, enumerating the process involved in creativity and the behind-the-scene actions pertaining to each project. He regales us with asides, the many advertising wars over products and clients, examples of shocking ads that redefined advertising creativity and several great quotations from literary and artistic innovators and thinkers, all of which provide us with an engaging repast. In fact, it is these captivating interludes that make the book really valuable than the lessons that he offers. By giving interesting case studies, he unveils the grueling creative process involved in each advertising process and brand making. More than anything the book helps us to adopt a new creative approach to advertising. You don't really have to belong to the advertising world, or even be in sales or marketing, just anybody reading this book is sure to find in it a delightful book worth possessing.

"Creative Leaps" is a smart and compelling book not only for someone interested in the advertising industry, but for anyone interested in the creative process in general. Michael Newman breaks down and demystifies creativity, making it an accessible tool for anyone-not just the creative director of one of the leading advertising agencies in the world. Through step by step lessons, and even suggestions on how to foster the creative process in the office, Newman engages the reader from the first page.

The ten lessons stated in the title seem like a neat and tidy number that understates the magnitude of the advice that Newman relates to the reader. He includes teachings not only from his own personal experiences, but through a multitude of quotations and anecdotes from famous great thinkers of the world as well. It also doesn't hurt that Newman spearheaded and masterminded some of the greatest advertisements that the industry has known, and gives the reader a chance to see how great ads like this come about. Through photographs and case studies the reader gains a private look into what may have seemed like the impossible. Newman's lessons, which are present on every page, ground the innovation and creativity that went on behind the scenes at Saatchi & Saatchi. Teachings in simplicity, the power of feelings, the power of visuals, and the power of just one word are all aspects of the creative process that the reader can take away from this book.

Most importantly, Newman teaches those in the media world how to stand out in a completely cluttered and saturated environment. His lessons do not just teach and deconstruct creativity, they provide a framework for the process that leads to advertisements that do not merely add to the noise, but break through it. His step by step analysis of the Toyota HiLux "Bugger" Ad relays how to be original and unique in an industry that is constantly outdoing itself. Newman convinces the reader that he is in the know merely through his style of writing, which is witty, succinct, and intelligent. Furthermore, he makes a point in the introduction of the book that his teachings are to be built upon, standing by the quote he uses at one point in the book that, "None of us is as smart as all of us." Essentially, this is a must read, because Newman sells his teachings as well as he sells his ads.

This may be one of the best books about creativity, brands and advertising ever written. Author Michael Newman's long, successful tenure with Saatchi and Saatchi, one of the most innovative ad firms in the world, is itself impressive. He knows how to get attention in a market where attention is a scarce resource. His so-called "ten lessons in effective advertising," really ten ideas about creativity, are unnecessary devices, probably a framework forced on a good book by an unimaginative editor. Read this book instead for the chrestomathy of quotations from literary and artistic innovators and thinkers. Read it for the asides, the tangents, the advertising war stories and the rambles. Read it for the shocking ads that push past the bounds of what anyone would consider acceptable. We recommend you read it for pleasure and for all these reasons; you'll get a lot more than ten lessons.

That's the message I delightfully took away from this absolutely wonderful, well written and very unique book. But alas, there is so much more.

As a proud member of the advertising club, I have long believed in stirring the pot and not looking like everyone else. But I've never read a book that presented it so eloquently as Creative Leaps by Michael Newman.

Newman tells it like it is about clients who butt in and create more problems than they help solve. Ditto for others who involve themselves in the creative process. He shows by demonstration how to create ads that work, that stand out and that sell like hell.

I also admit that, even with some thirty years of solid experience under my belt, I got some new (to me) and very helpful ideas. This book was worth twice what I paid for it.

I highly recommend this book to anyone in advertising, especially copywriters and creative directors. But also to anyone who might hire an ad agency or copywriter. It will help them to understand the creative process and to appreciate it more; to allow their creatives more freedom and to get the hell out of the way.

In fact, this book is totally different from any book about advertising or copywriting I've ever read and I totally love it. It will stay in my personal library. (No, I won't be selling it on Amazon like I do most of my books.) It will get read again and again and used as a reference for years to come.

Highly recommended.

Susanna K. Hutcheson
Owner & Creative Director
Powerwriting.com LLC