Hey, Whipple, Squeeze This: the Classic Guide to Creating Great Ads

“There are no hard and fast rules in our business, but there are certain things we believe in. We believe that advertising is more effective if its impact is designed to be perceived by the right hemisphere of the consumer’s brain, not the left, then the consumer will buy our product faster and will be more confident that he really needs it. We believe that it is important to concentrate as much as possible on your task. We believe in competition and encourage it; it motivates us to work even better (although we are afraid of it at the same time). We hate defeat. We believe in brilliant solutions and that they are worth implementing. We believe in consumers. We believe in magic. I envy young people and people who are just starting their journey in the advertising industry and will read Luke Sullivan’s book “Whip, Come on! The Classic Guide for Creators of Great Advertising” for the first time. It will tell them both how to generate brilliant ideas and how to enjoy the process of work itself. Like me, they will be amazed at how Luke manages to find original and interesting ways to convey his thoughts to the reader. After reading this book, they will return to their studies, to their job search - or to their work itself with fresh enthusiasm. They will be ready for new professional challenges! And those of us who still cherish the first editions of this book, which we have read to the holes, will be interested to find in the updated and expanded edition Luke's advice on new media. He will once again help us cope with the fear of change, once again show us how to overcome challenges and achieve success, ”- Mike Hughes, President and Creative Director of The Martin Agency