Zivo Inomirira Mukati Ava Muurayi Vanomwe Vanoverenga
Pane nzira dzakawanda kwazvo mabhuku akanaka ekudhinda kunze uko kune munhu mumwe chete anofanira kuverenga muupenyu hwose. Asi vamwe vakanyanya kunaka kutadza. 10 Mhedziso inofanira kuverengwa-yakanyorwa apa, uye inofanirwa kuverengwa kune ani zvake, mune chero zviitiko zvekutengesa, kutengesa kana kugadzira.
Zvisinei, iyo inongova nheyo yemugwagwa. Heano mamwe matanho 7, kushambadzira uye mabhuku ekugadzira iwe unofanirwa kuisa purogiramu yako yekuverenga. Izvo zvipo zvipo zvikuru zvevanhu vakasika muupenyu hwako.
01 Nzira Yokuita Nani Nayo Basa Rokuumba naSteve Harrison
Ndine rudo rukuru rwebhuku rino nokuti ndaiva nerombo rakakwana kuti ndishande pasi peSteve Harrison muLondon. Kusvikira nhasi, makore anodarika gare gare, ini ndichiri kuwanikwa ndichirota mazwi aSteve kune vamwe vanhu, uye ndichigadzirisa kopi yangu kakawanda. Nguva yandakapedza naSteve, mumwe wevatungamiri vakanakisisa ekusika mubhizimisi, yakanga yakakosha. Chikonzero chacho chiri nyore; Steve anotengesa kuburikidza nehando uye anokupa iwe zvakananga. Uyezve, haangotsananguri matambudziko, asi anopa mazano ane unyanzvi. Mubhuku, iwe uchadzidza zvinotora kuti uve nekubudirira kwekusika, izvo zvinoreva kuuya nemafungiro makuru anotengesa. Anotsanangurawo mazano ekugadzirwa kwechigadzirwa, mararamiro ekugadzira, maitiro ekuve mutungamiriri wekusika uye kuti aite sei bhizimisi rakabudirira. Zvose zvakaitwa nenzira iyo yose iri nyore kuverenga, uye haigoni kukanganwa. Yakazara nemuenzaniso wezvimwe zvakanakisa kutengeserana uye kutengesa zvakananga (kazhinji kusatarisirwa ne snobs yebhizimusi), izvi zvakakosha kuverenga. Ikozvino yakanyorwa pakuratidzika seyo ibhuku rinodhura zvikuru pamushambadziro wakatengeswa, nemitengo ichirova £ 3,400 kopi. Izvo zvinodarika madhora 4 000 panguva yazvino inoshandiswa. Kubvira panguva iyo, zvinhu zvakanyarara, asi zvichiri kuwanika chete kubva kune vatengesi vepanzvimbo yepakati pe $ 100 mark. Uye zvakakosha kumativi ose matsvuku.
(Nenzira, kana iwe wakamboverenga iyi Steve, nekuda kwekudzidza kwakanakisisa kwandaimbova nako.Ndiri kuzviita zvakare mumoyo.)
Creative Mischief naDave Trott
Trott chirevo chinorarama mubhizinesi rekushanyisa, ane pfungwa dzakapinza uye rurimi rwakanyanya. Haatyi kutaurira sezvazviri, uye dzimwe nguva mazwi ake anonzwa seanenge akakomberedza earlobe. Asi zvakakodzera zvakakodzera. Akazarura imwe yezvinonyanya kupesana nekugadzirisa matongerwo emasangano ema1980 - GGT. Basa rayo raiva rakanyanya uye risingadziviriki, rakatova nekutyisidzira rufu kubva kuAyatollah Khomeini uye zvimwe zvisingadikanwi kubva kune mababa maKray. Iye zvino, muChristmas Mischief, tenzi wenhemi anokuudza kuti ungaita sei kuparidzira nzira yakarurama uye kuendesa sangano rekudaidzira. Iwe unodzidza nezvekukosha kwekuita chokwadi kuti kutengesa kwako kunocherechedza (izvo zvinoratidzika sezvisinganzwisisike kutaura, asi zvishoma zvidikaniso zvinoita kuti zvibudirire). Iwe uchaona kuti ungaita sei marangaridzo asingakanganwiki. Uye iwe unenge uchinge uchingoseka mukuita. Bhuku guru, rakakurudzirwa chaizvo.
Hegarty on Advertising naJohn Hegarty
Mushandi wekutanga weBartle Bogle Hegarty, mumwe wemasangano ekuparidzira ane simba uye anokosha munyika, John Hegarty chiratidzo. Iye zvino, anogovera zvaakadzidza nezvekutengesa, kugadzira, London uye zvose zviri pakati. Sezvo Hegarty haisi fan yekopi (anonyanya kutaura kuti "mazwi inopesana nekutaurirana") zvinofanira kunge zvakaoma kuti azadze bhuku rakazara naro. Asi anozviita nemutauro chaiwo, kuseka uye kusaremekedza. Uye kana uri mune bhizimusi chero ripi rinosanganisira kuparidzira, uchaiwana ibhuku raunowana zvakaoma kuisa pasi. Kunyanya, chitsauko chekuti ungava sei mutungamiriri wekusika ndarama. Yakapfupika, kusvika kune imwe nzvimbo uye inoda kuti kuverengwa kwakawanda. Tora bhuku iri. Tenga makopi eshamwari.
04 Sorry For The Lobsters by Neil French
Mumwe wevanyori vanyori vakuru vapenyu, Neil French akapinda mukugadzira nzira yekare yakasikwa; kureva, akangoerekana apinda mairi apo pasina humwe hutano hwakamufanirwa. Lucky kwatiri takazova munyori anofadza uyo anogona kukanganisa kopi uye prose semutambo wevashandi veOlympic. Bhuku racho rinoratidza upenyu hwaNeil uye basa rake, nezvitsauko zvakagadzirirwa kumeso ake seanorfighter, nguva yake inoshandiswa mubhuku rekutsvaga, kuumbwa kwesangano rake rekutanga, uye nharo dzinotevera dzakamukomberedza. Sezvakawandisa zvinyorwa zvese sezvo iri bhuku rekutsvaga, rinoshamisa uye rinocheka zvakaenzana. Pa $ 50 hazvina kutora, asi nokuda kwehuchenjeri inopa, ndeyokuba.
D & AD: The Copy Book
Shanduro yakarongedzwa uye yakashandurwa patsva yeD & AD Copy Book yepakutanga, iyo yakabuda yakadhindwa kare kare, ino itsva itsva ikozvino inosanganisira basa rakabudiswa mumakore gumi apfuura. Sezvakaitika kare, bhuku racho rine zvinyorwa nevamwe vevanyori vanyori vari muhuwandu hwekutengesa. Vanosanganisira David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French , Mike Lescarbeau, Adrian Holmes, naBarbara Nokes. Nyeredzi imwe neimwe yekunyora inoratidza kuti vanoita sei, sei vachiita zvavanoita, uye kuti iwe unogona sei kuva munyori ari nani kana kugadzira. Yakazarawo nemitemo mizhinji yebasa ravo. Tenga izvi, taura nezvazvo kazhinji, ufuridzirwe, uye pamwe rimwe zuva iwe unofadza mapeji emagazini inotevera.
Rimwe Pamwe Rimwe Rinofananidzwa Nhatu neDave Trott
Rimwe bhuku raDave Trott? Ehe. Muzvokwadi, bhuku rimwe nerimwe rakambonyorwa naVaMnu. Trott guru rinofanira kuverengwa, uye izvi hazvisi izvo. Dave anogona kuvepa nhau nehuwandu hwakawanda hwemashoko uye njere, uye inoita kuti kuverenga mabhuku ake ave mhepo yakakwana. Zvechokwadi, kana iwe uine vhiki yekusununguka, iwe unopedzisa iri nyore, uye dzoka zvakare woiverenga zvakare. Akazadzwa nenyaya dzinoshamisa kubva mubasa rake, pamwe nemuenzaniso wakaisvonaka kubva munhau, iyi i masterclass mukufunga kwekufunga, uye yekupedzisira kugadzirisa matambudziko. Uye munhu wose anoverenga bhuku iri kamwe kamwe anozviwana akafuridzirwa kuita basa riri nani, uye kuita zvakawanda. Haisi kungotanga moto, iyo inogadzirisa nyukireya. Rega izvi panjodzi yako pachako.
Kuchinja Nyika Ndiyo Yakakodzera Kushanda Yevanhu Vakakurira naSteve Harrison
Mikana ndeyokuti, iwe haungave wakanzwa zvakawanda, kana chero chinhu, pamusoro pekupedzisira zvikuru Howard Gossage. Kutaura kuti akanga ane simba guru pamushambadziro wemazuva ano zvaizova zvakafanana nokutaura kuti Mabhelesti aiva chimwe chinhu chinokurudzira chizvarwa. Gossage yakanga isiri munhu ane chiziviso mumutauro wechechi. Zvechokwadi akanga asiri mumwe munhu saiyo zvaive nyore nyore kudonha sezvakaitwa naBill Bernbach kana Leo Burnett, avo vaive vadzidzisi vemabasa avo, asi vakatarisa pane imwe nzira yekukurukurirana. Gossage aiva munyori, anofunga, nyanzvi, uye aiva makumi emakore asati apfuura nguva yake. Zvechokwadi, dzakawanda zvehutanho hwatinoshandisa mazuva ano mu guerrilla, social media, uye kushamwaridzana kwemashamba kunogona kuteverwa kumashure maitiro ake. Akanga ari munhu akangwara. Uye kunyora pamusoro pake, mumwe murume akangwara - Steve Harrison. Nokukunda Kannes Direct Lions kupfuura chero munhu upi noupi pasi pano, anoziva zvinhu zvake. Tora bhuku iri.