Cutting Edge Advertising

Jim Aitchison lays out a step-by-step method for creating print advertising, covering research and strategy, finding an idea, and the crafts of art direction and copywriting. Leading creatives explain and critique their own work, among them David Abbott, Tim Delaney, Bob Barrie and Neil French, and the book reproduces print ads from agencies in the United States, Britain, Asia, Australia and beyond. It also argues against advertising myths left over from the 1950s and 1960s. It also gives advice on building a career in the business, with copywriters, art directors and newcomers to advertising in mind.

It is one of the titles on Bogdana Butnar's Ultimate Books to Read list, made up of advertising books that shaped how the Poke head of strategy works.