Publisher's Synopsis
In this groundbreaking book, an award-winning Madison Avenue copywriter, creative director, and creative consultant reveals the secrets of successful creative advertising - the most effective style of advertising ever devised. And he provides a unique method for maximizing its power - The Creative Exploratory. Advertising professionals will discover the secrets of successful creative advertising in all media, including TV, radio, print, and the Internet. Consumers will learn how innovative advertising is created. REVIEWS: "What creative wouldn't want to get his hands on this book? .... What you need to know about creative ... Just go get the book!" - Brad Forsythe and Ray Schilens, hosts of The Advertising Show, sponsored by Advertising Age Magazine. "Extremely well-written and chock full of great ideas and concepts .... It's a great book! Bravo!" - Jamie Turner, Chief Content Officer, The 60SecondMarketer.com. Tom's book rocks! It tells you how to create advertising that succeeds - reliably! - and wins creative awards, too. Tom Attea is a genius - and I don't say that lightly. Read, study, and apply The Secrets of Successful Creative Advertising if you want to create or buy the kind of advertising that gets noticed and makes more money!" - Doug Hall, author of the best-selling marketing book Jump Start Your Brain. "I love this book! It will help a lot of people." - Marc Rubin, Award-Winning New York Creative Director & Art Director. "Author Tom Attea is a razor-sharp, thorough thinker and an excellent writer to invest time with and learn from." - Paul Felt, Editor, Downtown Promotion Reporter. QUOTES ABOUT THE AUTHOR: "With no fanfare or publicity, these ad sleuths [the author and the media planner he retains as needed] are assigned projects to solve and then they slip away - sometimes without even the knowledge of the primary agency .... their work is virtually always kept from the public."- Advertising Age. "A wizard of a copywriter!" - Jump Start Your Brain, marketing book by Doug Hall, former marketing executive at Procter & Gamble. ABOUT THE AUTHOR: Tom Attea has held executive creative positions at some of New York's finest advertising agencies, including Young & Rubicam and agencies of the Interpublic Group. He has written extraordinarily successful creative advertising for many major brands, such as Dr Pepper, Jell-O, Gray Poupon, Time magazine, The Village Voice, Lifetime television, and Citibank. Tom has won all the major advertising creative awards, including four Clios in one night, Gold and Silver Lions from The International Advertising Film Festival in Cannes, The Gold Mobius, The Gold Telly, The Andy, The Effie, and awards from The Copy Club of New York, The Art Directors Club of New York, The One Show, and International Broadcast Awards. Three commercials he wrote for Dr Pepper are in the permanent collection of the Museum of Television and Radio in New York. At Young & Rubicam, while creating successful, award-winning advertising, he conducted the copywriting training program and developed ways to explain the craft of copywriting that he shares with the reader. He was also the head writer for Concepts, the agency's new-product unit, and he includes a chapter on the secrets of successful new product development. Today, he is the President & Creative Director of his own consulting firm, Heavy Creative, Inc. (HeavyCreative.com). The company specializes in confidential creative problem-solving for advertisers and agencies. "
