Hello, Rae
Am doing good here…Busy…But fun busy…You still haven’t told me where you’re working.
Good ad strats are sometimes written or influenced by creatives.
Edwin Leong whom I worked with for a while was an excellent strategist.
Learn from creatives who are good at strat - you’ll know who they are after a while - and from suits (even) and planners.
There are good ad books like, erm, Creative Leaps, Disruption, and even old but great Advertising (Prentice Hall) textbooks.
Remember what I told you about reading voraciously?
Nothing helps build a keen strategic mind like books. Nothing.
Read ad books. Not just annuals. Read Time or Newsweek. Read marketing books. Read graphic design books.
Search for latest trends online. (For IT, www.slashdot.org)
Below is a list of ad/marketing/copy/design books I have read or am reading (not exhaustive).
They are recommended for writers who want to be more than writers:
Hey Whipple Squeeze This
Creative Leaps
Creative Company
Is There Any Hope For Advertising (Gossage, a classic; get any of his books, if you can)
The Copy Book
The Art Directors Book
Cutting Edge Advertising (duh)
The Copy Workshop (a MUST)
The Elements of Style (watch thy grammar)
Confessions Of An Advertising Man (Mr O)
Blink
Tipping Point
An old book about the history of Saatchi - can’t recall title
Disruption
A Smile In The Mind (excellent graphic design)
The Art Of Looking Sideways (ditto)
2 Kilo Of Kesselskrammer
Juicing The Orange (brilliant strategies and campaigns)
Brand Apart
From The Folks Who Brought You Pearl Harbour (funny classic, borrowed from a pal. Try amazon)
(That’s all I can remember)
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