I read a lot of advertising and marketing books. I think Hey Whipple should be required reading for anyone who works in our field, and Phil Dusenberry’s Then We Set His Hair on Fire is one of my all-time favorites. Well, gentlemen; make room on the nightstand. The Idea Writers: Copywriting in a New Media and Marketing Era by Teressa Iezzi and co-published by Advertising Age is flat out awesome. You might think judging by the title that the book is for copywriters only. You would be wrong. It’s “for… anyone looking to understand the new realities of the brand creativity business.” It’s a how-to for creating compelling brand stories in the digital age. There’s even a chapter with behind-the-idea stories from some of the biggest campaigns of the modern day including The Most Interesting Man in the World and The Old Spice Guy. Jon (one of our art directors) turned me on to it and I can’t thank him enough. Incidentally, “I’m on a horse” wasn’t in the original script. It was added during production.

– Glen