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“There are no hard and fast rules in our business, but there are certain things we believe in. We believe that advertising is more effective if it appeals to the right hemisphere of the consumer’s brain, not the left, so the consumer will buy our product faster and be more confident that they really need it.
We believe in focusing on the task at hand. We believe in competition and encourage it; it motivates us to work even better (although we are also afraid of it). We hate defeat. We believe in brilliant solutions and that they are worth implementing.
We believe in consumers. We believe in magic. I envy young people and people who are just starting out in the advertising industry and will read Luke Sullivan’s book “Whiplash, Come on! The Classic Guide for Creators of Great Ads” for the first time. It will tell them both how to generate brilliant ideas and how to enjoy the process of work. Like me, they will be amazed at how Luke manages to find original and interesting ways to convey his thoughts to the reader.
After reading this book, they will return to their studies, to their job search - or to their work itself with fresh enthusiasm. They will be ready for new professional challenges! And those of us who still cherish the first editions of this book, which are read to the holes, will be interested to find in the updated and expanded edition Luke's advice on new media. He will once again help us cope with the fear of change, once again show us how to overcome challenges and achieve success, ”- Mike Hughes, President and Creative Director of The Martin Agency
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