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Well Written & Red
By Alfredo Marcantonio
Written by one of Britain's most respected advertising copywriters, Alfredo Marcantonio, this book celebrates the 15th anniversary of the first appearance of these eye-catching and mould-breaking 'White out of Red' billboards for The Economist Magazine.
Marcantonio weaves together the recollections of those actually involved in the campaign, putting events into context and stressing their importance, and by citing lessons he has learnt in his own distinguished career.
If you have ever wondered how advertising works this book describes the process in engaging detail. Readers from outside the industry won't be fazed by the vagaries of the creative process described in this book. Instead, they may be surprised to discover the disciplined strategic thinking and tight advertising briefs that inspire it, and the way subtle shifts in emphasis have helped the campaign remain relevant in changing times. |
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WELL WRITTEN & RED: the story of the EcPoster CampaigBy Alfredo MarcantoniofredoMarcantonio
Well-written and Red features 140 or more of the advertisements that have helped The Economist increase its UK circulation by 65% and its UK ad revenue by 250%. It is a testimony to the power of posters, confirmation that it can pay to advertise and proof that 'funny' need not be the enemy of 'money'. "...A remarkable exercise in precise writing and the benefits of letting a long-running campaign build on itself over many years... "
Michael Johnson, Johnson Banks and Current President of D & AD
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Remember Those Great Volkswagen Ads? By Alfredo Marcantonio
Office boys read them aloud by the water cooler. College kids recited them at campus parties. They were the marketing conversation piece of the sixites. To let the Beetle and its advertising pass on without a permanent record seemed a crying shame. For surely, no car was ever more loved, no advertising
more admired.
In a way the two became indivisible. The charming, honest advertising became part of the charm and honesty of the car.
If you’ve ever owned a Beetle, if you’ve ever chuckled at a Volkswagen advertisement, or if you simply appreciate wit and style, you’ll enjoy this book. It’s the tale of an ugly ducking that became an office pin-up.
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