Creative Leaps, w. CD-ROM

From the contents:
Foreword (Jack Vaughan).
Acknowledgments.
Introduction: Saatchi & Saatchi? They don't work here anymore.
PART ONE. GETTING TO GREAT.
Chapter 1.
Where do we begin? A little behind the 8-ball.
Nobody looks at advertising on purpose.
Many companies would rather know they're exactly wrong than approximately right.
Don't tell me about your manure, tell me about my flowers.
Chapter 2.
Achtung, baby! (Lesson I: Simplicity).
Sharp ideas don't stay that way for long.
Does that look like an ad to you?
There are only two kinds of advertising -- great and invisible.
Chapter 3.
A brief word.
USP? SMP? ESP?
For original answers, ask original questions.
OW! (Lesson 2: One word).
The power of a 4 letter word.
Chapter 4.
How do your customers look?
Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals).
The Attention Priority System.
Write visuals (Lesson 3: Write visuals).
Chapter 5.
Emotional rescue.
A person buying ordinary products in a supermarket is in touch with his deepest emotions.
The charm stick.
Heart. Felt. Advice to clients.
The good oil on Olay.
Chapter 6.
The dreamtime society (Lesson 4: Sell stories, not spiels).
Sell stories and you sell Landcruisers.
Last week's lecturer told us that long-copy ads were dead.
This ain't brain surgery, but it is the latest neuroscience.
It's hard to be warm in a cold-hearted business.
No culture that values order above all else will be creative.
Bad advertising costs the same as good advertising.
PART TWO: IDEAS MACHINERY.
Chapter 7.
Aim to be famous (Lesson 5: Be an ideas evangelist).
Fame can be a real bugger.
They've got it: infamy.
A highland war cry.
A quantum leap.
Launching with a detonator.
Topical and Tactical (T'n'T). (Lesson 6: Light a detonator; use T'n'T) ...

Michael Newman is one of Australia's leading creative figures. As executive Creative Director of Saatchi & Saatchi, from 1996 to 2001, he led the agency back to the top of the country's award tallied, and initiated its strongest period of growth and financial success. He was born in Melbourne and is a graduate of Monash University, Michael now lives and writes in a small cliff-top cottage on Sydney's northern beaches, where he overlooks the Pacific Ocean, his credit card bills and numerous deadlines.