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The Idea Writers: Copywriting in a New Media and Marketing Era Paperback – December 7, 2010


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Product Details

  • Paperback: 224 pages
  • Publisher: Palgrave Macmillan; 1 edition (December 7, 2010)
  • Language: English
  • ISBN-10: 0230613888
  • ISBN-13: 978-0230613881
  • Product Dimensions: 6.2 x 0.6 x 9.2 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #90,322 in Books (See Top 100 in Books)

Editorial Reviews

Review

"The Idea Writers offers an in-depth look at the state of copywriting and brand creativity in today's marketplace. With insight on creative process and campaign development from the industry's leading creative's, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today." - Advertising Age
"Teresa Iezzi aims to appeal to professional ad writers and those aspiring to their ranks. Both groups might profit from a look at The Idea Writers. Behind the cheeky tone and insider references is a useful guide to navigating in the digital wilds of online marketing and promotion." - The Wall Street Journal"Recommended" - Choice

The experts on copywriting:
"There is no point making advertising that is better than other advertising; that is not your competitor for people's time. You are up against all of the things they want to watch and read, the content they are seeking out." - Dave Bedwood, creative director and co-founder of U.K. digital agency Lean Mean Fighting Machine.
"It's one of the things that hasn't changed - finding that magic moment when you've come up with the insight that will make people think, I've thought of that a hundred times but I never thought of saying it like that. It's that moment of connection where people think there's a kindred spirit out there." - Bill Wright, ECD, Crispin Porter + Bogusky
"Unlike traditional storytelling where you complete the thing and you put it out there, it's a living thing that requires ongoing curation and involvement, on the part of storytellers and participants." - Ty Montague, former chief creative officer, JWT, founder of Co"I highly recommend it. It's the first book I've seen that thinks through what passes for 'rules' in the new digital world." - Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Advertising

About the Author

Teressa Iezzi is the editor of Advertising Age's Creativity, the leading publication and site covering all things creative in advertising and design. The monthly Ad Age Group publication provides a showcase of the best ideas across all areas of consumer culture, an exploration of the talent and technique behind the work, and insight into the creative people and trends shaping the future of the industry. Iezzi also oversees Creativity's website, Creativity-Online.com , which offers the definitive daily posting and archive of the work that matters, as well as the latest industry news and ad reviews.

Iezzi is also a regular columnist in Advertising Age and has appeared on broadcast and cable news channels including ABC, CNN and BBC America and in the national press as an expert on advertising and popular culture.

Prior to her role at Creativity, Iezzi had been editor of Ad Age Global, a monthly publication covering marketing and advertising from an international perspective.


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Customer Reviews

It is written simply and objectively.
Joao Paulo Jacobsen
I'd recommend this book to anyone looking to work in advertising or marketing.
Thom
It will make my career that much easier.
Dave Fymbo

Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Jeffrey Swystun on September 16, 2011
Format: Paperback Verified Purchase
The author "interviewed over 50 copywriters and professionals for this book" and their quotes alone are highly valuable, like:

"When you sit down to do an ad, you're competing with every brand out there." Luke Sullivan

"I think, in general, people don't buy products, they buy stories." Ty Montague

"We are an industry built on assumptions that no longer exist today." David Droga

Layered on top of these missives are some interesting case studies including the Pepsi Refresh Challenge (the company diverted its Superbowl budget to this effort), DDB's Fun Theory for Volkswagen, BMW Films, and Subservient Chicken (which is kept alive by the ad industry not consumer recollection). The book also covers the thinking of the greats including Bernbach, Reeves, and Burnett. But it is David Ogilvy who is most interesting here for his views on copywriting and creativity.

I enjoyed parts of the book as it is a collection of quotes, cases and thoughts strung together under the central theme that advertising must have a differentiating insight. The insight (or hope) I took away from The Idea Writers is summed in this passage, "When DDB started creating ads like "Lemon", it was called the creative revolution. But that description is an overstatement. The real revolution is happening now."
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7 of 8 people found the following review helpful By J. Carl on October 27, 2011
Format: Paperback
I really enjoyed reading this book. I've gained many new insights and it was money well spent.

Whereas other great books on advertising I've been reading recently are handbooks or full of tips (Sullivan's Hey whipple, Felton's Advertising, concept & copy), this one is something different. Instead of being crammed with "how-tos" it reads like a long magazine article discussing "the new rules" that modern creatives must learn to play by.
If you've just come from the handbooks telling you about the classic AD/copy-relation and how it's supposed to work it's both surprising and refreshing to hear someone say this may not apply anymore. I will still go back to the old handbooks for picking up new (old and tried) ways to master the craft as a copywriter, but The Idea Writers offers a new and interesting perspective.
I guess what the book does so well is that it collects and sums up many interesting examples and discusses them as indications of a big shift taking place in advertising.

I will read this book again!
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16 of 22 people found the following review helpful By E. Santiago on December 13, 2010
Format: Paperback Verified Purchase
I just began reading the book (Ch.4), and I cannot express how important it is for any advertising or marketing person to read this book, especially students.

Being an undergraduate advertising copywriting student, who is doing the crash reading on all the greats (including Luke Sullivan's Hey Whipple...), I am glad I invested and purchased #TheIdeaWriters.

It has so many fresh and recent example of how the industry has really changed, and it gives readers a feel for what will be considered great in the up-coming years. It is a modern reminder, and almost a challenge, to keep moving forward. I am still reading, but so far, I would compare this book to any of the great advertising books out there.

@SoSaic
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2 of 2 people found the following review helpful By Connor Raus on May 19, 2012
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It doesn't say "Copywriter" on my business card but I write copy everyday, primarily for new media. While this book doesn't provide any traditional "how-to," the campaigns that were highlighted and dissected immediately made me think differently about the projects I was working on and more importantly it has helped me communicate better with my team and clients to expand their thinking. The author recommends other books in the notes section -- many of which I've read or own -- which has lead me to other interesting places that will help me continue to perfect my craft.
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1 of 1 people found the following review helpful By Nongchai on April 18, 2013
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Begins with a under table tugging of Droga, and doesn't make it far from there.

Could be condensed to "Guys, the future is in big ideas using any medium!".

If you're buying copywriting books, you already knew this.
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The Idea Writers by Teressa Iezzi is an insightful, engaging and thorough overview of the massive changes rocking the world of advertising today. While only published in 2010, some of the examples may seem a little outdated, but that only speaks to the speed that our culture is moving, rather than any fault of the author. Moreover, that fact alone only emphasizes the thrust of Iezzi's thesis in this book - the modern copywriter needs to be moving as fast as the culture they live in, engaging it and uncovering insights that bring power to the brand they're working on.

The book examines some of the important and innovative campaigns of the 2000s, starting with BMW Films - a campaign I remember as a 14-year-old kid, thinking it was the coolest thing ever. Then she moves to more contemporary examples, such as Old Spice's "The Man Your Man Could Smell Like" - which started out as a TV spot but evolved into a multimedia, digitally immersive campaign. Each time Iezzi examines a campaign, she uncovers the shift in where advertising and creative brand thinking have gone - which is more integrated and consumer-focused. In fact, one of the most important changes is that the brand no longer tells the consumer what benefits they can bring, but rather brands should seek to solve problems the consumer may have. A shining example is AKQA's work with Nike and the creation of Nike+ and the Nike FuelBand.

AKQA has been one of the agencies leading the way when it comes to the next generation of how brand creatives should work, embodying a statement Benjamin of Palmer of The Barbarian Group told AdAge, "The big change that needs to happen is that we need, as an industry, to be innovators in making ourselves useful...
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