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. --This text refers to an out of print or unavailable edition of this title.
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. --This text refers to an out of print or unavailable edition of this title.
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