One reason I haven’t posted here too much recently is that I’ve been busy working on the fifth edition of Hey Whipple, Squeeze This – The Classic Guide to Creating Great Ads with the original author and legendary copywriter Luke Sullivan.
Much has changed about our industry since the last edition of this legendary book, never mind the first, which came out somewhere back in a previous century. The focus on owned and earned media, the emergence of mobile and the second screen experience, new twists on “promoted” content (now known as native), the proliferation of useful data, and the multitude of ways in which we can create digital experiences are but a few examples.
Of course some things remain same as they ever were: the importance of building great brands; the power of a compelling creative idea; and the skills, tactics and processes for coming up with them. Luke had those pretty well covered in his previous editions, and he’s updated them here so the advice is even better.
I did my best to contribute thoughts and advice that make the fifth edition even more relevant to our rapidly changing digital landscape. So I’ve added chapters that frame how to think about digital — it’s a way of life not a medium — by offering suggestions for how to change the team, the brief and the process.
Certainly there’s an irony in writing about digital in an analog book that gets published eight months after you’ve penned a section analyzing a campaign that itself is six months old. Digital is all about real time. And much of the process is about moving fast.
But I tried to explore both the changes and the work that’s resulted by extracting relevant lessons that could be applicable to whatever new challenges arise. It might be how to rethink the briefing process, the kinds of questions that will lead you to more interesting answers, ways to work when the team gets larger and more technically proficient than you are.
Some of the new chapters include:
Change the Mindset, Change the Brief, Change the Team | Digital work means the end of “us and them.”
Why Pay for Attention When You Can Earn It? | Or, advertising so interesting, people go out of their way to see it.
Social Media is the New Creative Playground | It seems like a free-for-all, but there are some basic guidelines.
How Customers Become Customers in the Digital Age | Be findable, be present, be everywhere
Surviving the Digital Tsunami | Or, how to be a one, not a zero
You can pick up a copy of the new Whipple at your favorite online bookstore, and maybe even in one of those brick and mortar places if you can find one. Let me know what you think.