Chew with your mind open: Book one of the advertising survival guide, stage one: Launch and ascent
- Bristol, UK: Sticky Intellect, 2021.
- 206p., 23 cm X 15 cm
Recommended by: Abhiraj Bhore
Content:
CHAPTER ONE - Don't let your first job be your worst job Subject Finding the right first gig Story - I didn't just hit the wall. I threw a chair through it Food for Thought - Tips for job hunting CHAPTER TWO - Standing out, without the embarrassing restraining order 15 Subject - Getting noticed by busy creative directors 19 Story- " The birthday suit surprise " 21 Food for Thought - Tips for interviewing, and getting noticed 85 23 CHAPTER THREE - Big shops vs. small shops vs. shops that aren't shops at all 23 Subject - Where to start? At the right place for you, of course 25 Story - I started at the best little shop in Southern California 29 Food for Thought - Tips for finding the right gig 31 CHAPTER FOUR - Darwin was right. Only the fittest portfolios survive 31 Subject - Building a ridiculously credible portfolio 95 33 Story - The portfolio we couldn't say " no " to 35 Food for Thought - Tips for building a strong portfolio 39 CHAPTER FIVE - Networking, and getting along in the world 101 39 Subject - There's no downside to being everybody's friend 45 Story - Choosing common ground over scorched earth 47 Food for Thought - Tips for networking 49 49 Subject - If the brief isn't working, then fix it CHAPTER SIX - Briefs. They're not just what you wear on your head at parties 109 and culling insights from a brief 53 Food for Thought - Tips for dissecting, challenging, 51 Story - The brief had a credibility issue. It said so itself 59 55 hanging out under the bleachers. But you can CHAPTER SEVEN - I'm not your mother, and I can't keep you from 61 55 Subject - Camaraderie is only as good as the people you have it with 57 Story- " Next year, we'll do it your way " 60 Food for Thought - Tips for finding your tribe CHAPTER EIGHT - Group brainstorms. An occupational hazard 61 Subject - Making sense of the group brainstorming process 63 Story - How two dudes won a women's fashion account using animated sexual innuendos 65 Food for Thought - Tips for effective brainstorming CHAPTER NINE: Remove " I " from your vocabulary 67 Subject - Collaboration: A how - to 69 Story - Bringing peace to the prison yard 71 Food for Thought - Collaboration tips
CHAPTER TEN: Steal from yourself 73 Subject - Mining for killer insights 77 Three insightful stories - 77 1: The Capo D'astro Bar ( A story written by Bud Collins ] 79 11: I found 007 while searching for Chrysler's Capo D'astro Bar 81 III: 7 - Eleven: Because even stoners need to eat 83 Food for Thought Tips for finding insights CHAPTER ELEVEN - Pitch the idea but sell them on you 85 Subject - Presenting: It's not just the work they're not buying. It's you 87 Two pitch stories- 87 : Land Rover: Respect the rules before you violate them 89 II: Diesel: " Let's make the meeting the idea " 93 Food for Thought - Tips for successful pitching CHAPTER TWELVE- Outdoor. It's simple if you can just keep it that way 95 Subject - Billboards, and creating memorable outdoor 97 Story Clothestime: Can't go around naked 99 Food for Thought Tips for creating outdoor THIRTEEN - You are a brand. So, start acting like one 101 Subject - Determine what you stand for, then stand for it 105 Story - McGarrah Jessee and Central Market- You can't have part - time integrity 107 Food for Thought - Tips for assembling a better you CHAPTER FOURTEEN - It's possible to succeed in spite of clients. But why do it the hard way? 109 Subject - Clients, and how to gain their trust 111 A trio of client - creative stories- 111 Chrysler : The handshake that started a love affair 113 II: Central Market: What two men dressed as fruit taught me about judging people 117 II: WOW !; It took eight years to make the CEO ery 119 : Food for Thought - Tips for creating good work and happy clients CHAPTER FIFTEEN - Some people should come with warning labels 121 Subject - Working for difficult people. It may be worth it, or not 123 Story - Beware of Richards, and by that I mean Dicks 127 Food for Thought Tips for swimming with sharks CHAPTER SIXTEEN You can't win ' em all, but there's no law against trying 129 Subject - Tenacity always works 133 Story - GSD & M and the Rolling Stone fiasco 137 Food for Thought - Tenacity tips CHAPTER SEVENTEEN - Awards aren't important. Unless you aren't winning any 139 Subject - Awards aren't everything. But they are something 143 Story - GSD & M and the internal award show - A democracy of mediocrity 145 Food for Thought - Tips for awards, and which ones matter CHAPTER EIGHTEEN - Writer's block, booze, and other productivity assassins 147 Subject - Potential, and how not to undermine yours 151 Story - Kresser / Craig - The slippery downside of scoring for your boss 154 Food for Thought - Tips for keeping your reputation intact NINETEEN - If you have no " Off " switch, nobody can stop you 155 Subject - Productivity, and making you your best employee 159 Story I hired the perfect writer for the job, twice 163 Food for Thought - Tips for being prolifically productive TWENTY - With any luck, the right tool for the job won't be one 165 Subject - How to choose a commercial director 169 Story - Just say " no " to Toby O'Toole 173 Food for Thought - Tips for choosing the right production partners TWENTY - ONE - Never fall in love with the smell of mediocrity 175 Subject - If the best idea never wins, everyone loses 177 Story The Super Bowl spot that wouldn't leave the bowl 183 Food for Thought - Tips on pitfalls to actively avoid TWENTY - TWO - Know the true value of what you're selling, starting with you 185 Subject - Working for free, and other cheap shots 187 Story - Only an idiot works for free. I speak from experience 189 Food for Thought - Tips for keeping your wits about you, and your work TWENTY - THREE- Don't judge a book by its foosball table 191 Subject - Beware of cultures, beer - thirties, and other shiny objects 193 Story - Guess where they're planning to blow that smoke? 197 Food for Thought - Tips for avoiding toxic environments 199 TWENTY - FOUR- " Hold my watch and beer this " [ Ten bite - size short stories that didn't find their way in elsewhere ] It's okay to change tribes 1991 : 200 II: Any jerk can win 200 III: An indispensable interviewing tip 201 IV: Know a good assassin 201 V: Ask and ye might receive 202 VI: Cover your ass. Seriously 202 VII: Squeezing one out for the team 203 VIII: The vast importance of impulse control 204 IX: How to avoid becoming fossil fuel 204 X: Ted, the swizzle stick of fate