Hegarty on Advertising: Turning intelligence into magic. 10 things that struck me from reading this book

I was sent a copy of the book by UK advertising guru, and creator of many famous campaigns, John Hegarty. The book is called "Hegarty on Advertising: Turning intelligence into magic".

I was very intrigued to read the book, as he is one of the visionaries and most creative people in the industry since I have been in marketing. And so did the book live up to my expectations, and more importantly, did I learn much?

The answer to both of those is yes. I found the book easy to read, entertaining and a good mix of history, personal passions and practical advice.

Here are the 10 key things that resonated with me from the book:

1. When it comes to communication think “audience” not “consumer”. You are more likey to find a creative and compelling way to communicate to them then.
2. Make sure you can describe what you offer in a word or two. That is all your audience will recall! I am a big believer in this. Imagine you can only own one word or 2 for your brand or offer.
3. Communication needs to be designed to DISRUPT not reinforce to stand out and be remembered. The first task of communication is to be noticed.
4. Clients will always say, and this is confirmed in surveys, that the thing they expect from their agency is “creativity”. So why do they then spend so much time squeezing it out?
5. Agencies only survive and prosper if they start with a philosophy about what makes good communication. Without this they drift and end up lacking creative drive and approach.
6. Love what you do. Ask someone how they are and if they say: "managing", then you would worry about them. Be the same about brands and brand building!
7. Ideas are the key. Not the discussion about traditional versus digital. Focus on getting the best idea, and then where and how to tell it.
8. A brief is either a friend or a foe! Can inspire or impair. It should be crafted not to control but to liberate the creative process. 
9. Storytelling. Probably the most powerful form of communication we have. Simple, memorable, engaging, and many of the greatest and best ad campaigns use it. It also helps build an internal culture in a company. Secret of good story is letting viewer or listener participate, of they can predict how goes they will be bored and move on.
10. You don't tell people what to do by lecturing them. You inspire them. A funny person does not tell people they are funny, they tell jokes and make people laugh - and so people conclude they are funny. Many clients try and put their strategy to pictures instead of trying to ensure the audience concludes what they are...

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