THE CREATIVE COPYWRITER'S COMPANION

A copywriting pro reveals all in this how-to manual.

For those mystified by advertising copywriting or anyone who hopes to enter the profession, this book is sure to fit the bill. The CV of Attea (The Secrets of Successful Creative Advertising, 2008, etc.) is impressive; he has won the ad industry’s most prestigious awards, worked with top agencies, and written for stellar clients. Rather than rest on his laurels, the author chose to share his considerable knowledge in this eight-part opus that covers all the bases. Included are chapters about exploring the creative process, writing for traditional and digital media, brand positioning, solving problems, and making presentations. The author doesn’t stop there: He also addresses ancillary subjects of use to a well-rounded copywriter, such as understanding how to test advertising and using the right media as well as developing brand names, a topic often ignored. In fact, Attea has become something of a naming expert, having conceived what he calls “the most acute approach to name development.” The author has the right to be a bit self-congratulatory, but his tone throughout the book exudes confidence rather than arrogance. Attea acknowledges that “gigantic egos lumber about in advertising,” but he claims “many of the most capable people…are actually pretty modest.” In addition to recounting advertising war stories, this craftsman is willing to pass along a wealth of knowledge to the next generation. He advises wannabes to review winners of annual industry awards shows and includes fine commentary on timeless advertising books. He writes eloquently and wisely about the need for the industry to remain balanced. “The profession actually requires a combination of brash innocence and creative experience,” asserts Attea; a well-functioning agency “maintains a balance between sophisticated veterans and young people.” He also shares some of the harsh realities of the business, discussing, for example, the takeover of larger agencies by global conglomerates and the continuous criticism leveled against ad claims. For the most part, though, Attea’s comprehensive book is a highly instructional guide to the creation of effective advertising.

Brimming with wisdom and good-natured copywriting guidance.