TY  - BOOK
AU  - Hegarty, John
TI  - Hegarty on Advertising: Turning Intelligence Into Magic
SN  - 9780500293638
U1  - 659.1092 
PY  - 2017///
CY  - London
PB  - Thames and Hudson Ltd.
KW  - Advertising executives - Biography
KW  - Advertising agencies - Management
N1  - 1.	Ideas
2.	Brands and Audiences
3.	Agencies
4.	The Creative Directior
5.	Clients, Briefs and the Power of Words
6.	Pitches
7.	Storytelling
8.	Truth and Technology – and Can You Name Gutenberg’s Second Book?
9.	From Benton and Bowles to 16 Goodge Street
10.	Saatchi and Saatchi
11.	TBWA: It’s a Big of a Mouthful
12.	BBH: The Agency in a Suitcase
13.	First Levi’s 501s, then the World
14.	Going Global and the Birth of the Micro Network
15.	After 35 Years, 2 Month and 16 Days
16.	How Advertising Drove me to Drink
17.	Why I’m now Parking my Ideas in a Garage
ER  -