Hey Whipple, Squeeze This

FOREWORD BY ANSELMO RAMOS PREFACE 1 A Brief History of Why Everybody Hates Advertising And why you should try to get a job there. 2 The Creative Process Or, why it's impossible to explain what we do to our parents. 3 Tell the Truth and Run Saying the right thing the right way. 4 A Controlled Daydream Concepting: Coming up with ideas. 5 Brevity Is the Soul of Wit The art of copywriting. 6 The Virtues of Simplicity Or, why it's hard to pound in a nail sideways. 7 Why Is the Bad Guy Always More Interesting? Storytelling, conflict, and brand platforms. 8 Rewiring Your Brain Chasing ideas and making big creative leaps. 9 Viral, Naughty, and Rong(r) Getting noticed, getting talked about. 10 Advertising 2.0 Moving from analog into digital. 11 Make the Idea Bigger, Not the Logo Or, why branded content is more interesting than advertising. 12 Concepting for the Hive Mind Creating buzz with social media. 13 Everything Than Can Be Digital, Will Be Creative techs, developers, and the mobile future. 14 Stopping People from Going to the Bathroom Some advice on television and video. 15 Creative Mind Versus Monkey Mind Or, managing time, energy, panic, and your creative mind. 16 Pecked to Death by Ducks Presenting and protecting your work. 17 A Good Portfolio, or a Crowbar What it takes to get into the business. 18 Advertising: The Most Fun You Can Have with Your Clothes On Is this a great business, or what? SUGGESTED READING BIBLIOGRAPHY NOTES ACKNOWLEDGMENTS ABOUT THE AUTHOR ALSO BY LUKE SULLIVAN INDEX