I have contributed a chapter to the upcoming Creative Social book “Hacker, Maker, Teacher, Thief – Advertising’s Next Generation“. My chapter is called ‘Proving MC Hammer Wrong” and deals with how much we love to touch: our fellow human beings, well designed objects and naturally all those shiny new screens and interfaces. The whole book will soon be available on Lulu and I’ll be sharing news on the launch, chapters and the other contributors here soon. Suffice to say, the book’s authors include some big hitters from the best digital companies, startups and creative agencies around the globe. If you happen to be in London on Tuesday, September 2, do make sure to get to the launch event at Digitas LBI. You can get the last few tickets here on Eventbrite.
Questions addressed in the book are for example:
- What does the industry need to do today (not tomorrow) to stay valuable and relevant?
- What the f**k do clients know about great advertising?
- How can copying make you more original?
- How do we ‘do’ innovation?
- Should we make things people want rather than make people want things?
- How do you find emotional resonance in real time marketing?
- What’s the best way to punch procrastination in the face?
- And why are we so excited by the next generation of advertising?
Here are some rave reviews:
“A punchy, provocative and perceptive trip through some of the bigger debates of the moment, from a gang of the most pioneering creative minds in and around the industry. As a collection, it’s like an idea grenade. It should be required reading for agency CEOs and leadership teams.”
Ben Malbon, Marketing Director, Creative Partnerships, Google
“Forget the past, the future is where it’s at – and this is your guide book.”
Rosie Arnold, Deputy Executive Creative Director, BBH London
“Less of a book and more of a lively debate. So rather than read it, ‘listen to it’ and get stuck in. It’ll make you want to ask questions, nod vigorously and heckle from the back.”
Graham Fink, CCO, Ogilvy China