What's the Big Idea?: How to Win with Outrageous Ideas (That Sell!) [Paperback]

George Lois (Author), Bill Pitts (Author)

Book Description

Series: That Sell! | Publication Date: January 1, 1993

Even if you don't realize it, Lois has probably affected your buying habits. From the man who created "I want my MTV," here are inside tips on creating great advertising and marketing techniques. In today's saturated media environment, Lois shows how to get your message heard, noticed, and remembered. Photographs throughout.

Editorial Reviews

From Kirkus Reviews

Famous adman Lois (George, Be Careful, 1972, also coauthored with Pitts), currently head honcho of the Lois/GGK agency, hawks his wares with all the insistence of a rock star bawling, ``I want my MTV'' (a campaign for which he proudly takes the rap). It's Lois's thesis that great advertising requires one ``big idea.'' This is a book about advertising, all right, but don't look for much practical instruction--unless it's this: To be as successful as Lois has been, simply be a genius like Lois. Unstinting in his own praise, Lois proudly recounts each of his many campaigns as ``an extraordinary tour de force,'' a ``brilliant strategy,'' ``skillful,'' and so forth ad nauseam. It's enough to make Muhammad Ali blush. Read about how Lois saved cable TV, the airline industry, Xerox, the Greek tourist business, The New York Herald Tribune, and Dilly Beans. ``Hip'' and ``sassy,'' the ``crazy Greek'' (as he likes to characterize himself) claims it was he who sold a Nazi car (Volkswagen) to New York Jews and kept USA Today on the stands. And don't forget those wonderful Esquire covers. His way of asserting a proposition: ``If you don't agree it's possible, stop reading.'' There are a few anecdotes, but nothing without the headliner Lois. Strangely, he becomes almost engaging in his single-minded devotion to self. In his first few pages, Lois offers a ``distinct break-away from the David Ogilvy `school' of advertising.'' Indeed, he seems to have an attitude about ``the reigning magistrate,'' Ogilvy. It's interesting to note, then, that early in Ogilvy on Advertising (1983), the magistrate asks, in bold-face type (you guessed it): ``What's the big idea?'' An incredibly immodest, modestly credible promotion by a durable ``creative'' huckster, perhaps more revealing than intended. -- Copyright ©1991, Kirkus Associates, LP. All rights reserved. --This text refers to an out of print or unavailable edition of this title.

Product Details

• Paperback: 304 pages
• Publisher: Plume (January 1, 1993)
• Language: English
• ISBN-10: 0452269385
• ISBN-13: 978-0452269385
• Product Dimensions: 9.1 x 6 x 0.9 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 3.5 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #1,322,993 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

4 of 6 people found the following review helpful:

2.0 out of 5 stars An exercise in self promotion, July 19, 2000

By 

Thomas Prowell (Seattle, WA USA) - See all my reviews
(REAL NAME)   

This review is from: What's the Big Idea?: How to Win with Outrageous Ideas (That Sell!) (Paperback)

George Lois is rightfully an advertising legend, but anyone hoping to learn how to find the "big idea" from this book will probably be disappointed. The book is mostly a series of ad biz reminiscences, in which Lois talks about what a crazy, clever fellow he is. As a historical overview of 50s, 60s and 70s advertising, it's interesting -- but for a better "how to" book, I'd recommend "Hey Whipple Squeeze This" by Luke Sullivan or "Cutting Edge Advertising" by Jim Aitchison instead.

5.0 out of 5 stars One of the best advertising books ever written., May 15, 2005

By 

T. V. Polkinghorne (Brighton. UK) - See all my reviews
(REAL NAME)   

This review is from: WHAT'S THE BIG IDEA? (That Sell!) (Hardcover)

This book will be an ispiration to anyone interested in making truly great advertising - that works!. No, it's not a 'how-to' guide in the purest sense, but if you have a clue, this book is amazing. Inspirational stories of the creation, selling and making of some the great campaigns on the 20th century, and an insight into the mind of the one of the best Art Directors of all time. Get this book if you have a passion for advertising and want to learn more, or if you just like a well written inspirational read. You should also look up 'The Art of Advertising" by Lois.