There are a lot of great advertising books, but none that get down in the dirt with you quite like this one. Thomas Kemeny made a career at some of the best ad agencies in America. In this book he shows how he got in, how he’s stayed in, and how you can do it too. He breaks apart how to write fun, smart, and effective copy–everything from headlines to scripts to experiential activations–giving readers a lesson on a language we all thought we already knew.
This book is not a retrospective from some ad legend. It’s a book that should be instantly useful for people starting out. A guide for the first few years at a place you’d actually want to work.
Traditionally, advertising books have been written by people with established careers, big offices and letters like VP in their titles. They have stories from the old days when people could start in the mailroom. They are talented.
That’s been done.
Who wants another book filled with seasoned wisdom? This is a book written by somebody still getting his bearings. Someone who has made an extraordinary number of errors in a still short career. Someone who has managed to hang onto his job despite these shortcomings.
“Finally! A demonstration of ‘voice’ and ‘idea’ in simple, functional terms. His dissection of writing craft is insightful. Chapters 2 and 3 should be required reading for every junior writer.” —LAUREN RANKE, Directory of Creative Recruiting, Wieden+Kennedy – Portland
“Compulsively readable. It feels more like a conversation than a book. The experience of being a junior filtered through Kemeny’s recollections.” —DAVID KOLBUSZ, Chief Creative Officer, Droga5 – London
“If my older and wiser brother were an ad book, these would be his exact words. If he’d ask me to wash his filthy car every Sunday in exchange for his wisdom, I’d say ‘No problem,’ knowing I got the better end of the deal.” —PAUL MALMSTROM, Creative Chairman and Co-Founder, Mother USA
“This book is so f*cking good. Super charming, super smart, super funny. Almost makes me want to work in advertising again.” —JUSTIN GIGNAC, CEO and Co-founder, Working Not Working