Mandatory Reading

We try to read as many ad books as possible. Some good, some alright but boring and some brutal. It always amazes me how many people in the industry don’t read anything – even something as simple as a newspaper.

If you don’t read, I’d recommend it. And if you’re looking for a place to start in advertising, read “Hey Whipple, Squeeze This” by renowned America copywriter Luke Sullivan. Billed as “A Guide to Creating Great Advertising,” Sullivan goes through an in depth analysis on what to think about when creating great ads.

Although it is written for creatives by one of the best creatives, anyone in our industry should read it – if even for the examples and insights.

Filled with quotes from industry legends, the book isn’t just a “how to” novel, it’s a guide to help understand how create work is made. Oh, and it’s hilarious.

One of my favorite references:


1. Enthusiasm

2. Disillusionment

3. Panic

4. Search for the guilty

5. Punishment of the innocent

6. Praise and honors for the nonparticipants

I don’t know about you, but I’m feeling a little of #2 and a lot of #4 these days!

But seriously, give it a read. It’s worth it and it might even make you sound smart in a meeting.

One Response to “Mandatory Reading”
  1. Anonymous says:

    Great book! I am using it for a copywriting class as we speak. Just had to google the six phases of advertising for my exam review.

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