NEW BOOK.
THE FIRST BOOK THAT EXPLAINS THE ADVERTISING CREATIVE PROCESS
AND HOW TO OPTIMIZE IT FOR SUCCESS.

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REVIEWS "Extremely well-written and chock full of great ideas and concepts .... It's a great book! Bravo!" – Jamie Turner, Chief Content Officer, The 60SecondMarketer.com "Tom's book rocks! It tells you how to create advertising that succeeds – reliably! – and wins creative awards, too. Tom Attea is a genius – and I don't say that lightly. Read, study, and apply The Secrets of Successful Creative Advertising if you want to create or buy the kind of advertising that gets noticed and makes more money!" – Doug Hall, author of the best-selling marketing book Jump Start Your Brain and founder of the Eureka! Ranch International for training in innovative marketing "I love this book! It will help a lot of people." – Marc Rubin, Award-Winning New York Creative Director & Art Director FROM ADVERTISING AGE MAGAZINE "With no fanfare or publicity, these ad sleuths [the author and the media planner he retains as needed] are assigned projects to solve and then they slip away – sometimes without even the knowledge of the primary agency .... their work is virtually always kept from the public.” DISCOVER HOW TO CREATE INNOVATIVE ADVERTISING THAT SUCCEEDS WITH REMARKABLE CONSISTENCY AND SELECT IT FOR THE BRANDS YOU MANAGE In this groundbreaking new book, an award-winning Madison Avenue copywriter, creative director, and creative consultant reveals the secrets of successful creative advertising – the most effective style of advertising ever devised. And he provides a unique method for maximizing its power – The Creative Exploratory. When you read just the first few pages of The Secrets of Successful Creative Advertising, you’ll understand more about the advertising creative process and how to create and select successful creative advertising than most people have ever known. And when you read the entire book, you’ll know enough to become one of the most effective, award-winning creative people in advertising or a marketing person with the ability to recognize and select creative work that is likely to be remarkably successful. The author demonstrates the secrets of creative advertising with examples that range from the beginning of the advertising creative revolution in the 1950s to the latest Internet advertising. MUST READING TO MASTER THE MOST CONSISTENTLY SUCCESSFUL STYLE OF ADVERTISING EVER DEVISED Creative advertising, when done correctly, is the most consistently successful style of advertising ever devised. Why? It makes use of all the applicable resources of verbal and visual art to magnify the selling proposition, while other styles of advertising rely on comparatively ordinary means of magnification, such as excessive repetition, shouting, and commonplace visuals. If you’re a copywriter or an art director, you’ll discover the secrets of successful creative advertising in all media, including TV, radio, print, and the Internet. If you’re an account executive, you’ll learn how to recognize creative advertising that’s poised for success, so you’ll be able to interact with creative people in a more productive way. If you’re a client, you’ll learn how to select advertising that is most likely to achieve extraordinary success. And if you’re a consumer who’s curious about how intelligently innovative advertising is created, you’ll discover the answers. ABOUT THE AUTHOR Tom Attea has held executive creative positions at some of New York’s finest advertising agencies, including Young & Rubicam and agencies of the Interpublic Group. He has written extraordinarily successful creative advertising for many major brands, such as Dr Pepper, Jell-O, Gray Poupon, Time magazine, The Village Voice, Lifetime television, Citibank and many others. Tom has won all the major advertising creative awards, including four Clios in one night, Gold and Silver Lions from The International Advertising Film Festival in Cannes, The Gold Mobius, The Gold Telly, The Andy, The Effie, and awards from The Copy Club of New York, The Art Directors Club of New York, The One Show, and International Broadcast Awards. Three commercials he wrote for Dr Pepper are in the permanent collection of the Museum of Television and Radio in New York. At Young & Rubicam, while creating successful, award-winning advertising, he conducted the copywriting training program. During his tenure, he developed ways to explain the craft of copywriting that he shares with the reader. He was also the head writer for Concepts, the agency’s new-product unit, and he includes a chapter on the secrets of successful new product development. Today, he is the President & Creative Director of his own consulting firm, Heavy Creative, Inc. (www.HeavyCreative.com). The company specializes in confidential creative problem-solving for advertisers and agencies.

Book Design: Tim Ramundo, Partner, It’s A Mad World, Inc., New York, NY