⭐️⭐️⭐️⭐️⭐️ A Creative Primer on Advertising
This is a great read-- an important read-- for anyone interested in learning the ins and outs of the creative side of the advertising business. It's full of practical information and inspiring insights. And the author exhibits a generosity of spirit and a lack of vanity by including insights from a broad range of advertising experts he's encountered during his career. I liked the fact the you can pick up this book, open it to any page, and learn. This is not a linear story of the business of advertising, just like a creative person thinks. And it's clear this is written by a master art director as it's visually exciting and inviting.
-Nina DiSesa, Chairman and Chief Creative Officer of McCann New York (10 years)
⭐️⭐️⭐️⭐️⭐️ Peduto's book is smart, funny, and I enjoyed all five stars!
Pat Peduto is the creative person's creative director. Not content to be a great art director, he is also a great copywriter and creative director and master of television commercials. I met Pat when he and I worked at the same advertising agency. I had also written a book on advertising, but mine was aimed at junior writers and art directors to help them get their first jobs. And although I worked in advertising agencies for twenty years, I never DID advertising. I hired creative people and tried to make the creative department a good place for art directors and copywriters to work.In doing my job, I met Pat. I found that Pat was not just a terrific all around great creative person, he was honest, he was wise, he was funny and he really loved what he did and still does. I read "I Wrote the Book on Advertising" quickly because it was such a good read. And I hated when I'd reached the end. So I read it again. Pat teaches through his deep knowledge of what makes a great ad and a great campaign and throughout this book are smart, pithy, funny comments from hundreds of other writers and art directors Pat had hired or worked with or knew because he worked on the same account or walked the same halls. I am delighted with this book because it is so packed with insight that I can pick it up anytime and reread a page or two or a paragraph or five and have a new take on something I'd read before. If you want to be in advertising, read this book. If you used to be in advertising, give yourself the pleasure of reading the rich, funny, irreverent stories by your peers. If you love someone in advertising, buy this book and give "I Wrote the Book on Advertising" as a gift that will be cherished and will always feel new.
-Maxine Paetro, Creative recruiter (past), Novelist
⭐️⭐️⭐️⭐️⭐️ Want to make it in advertising? Read this book
It's the ultimate How To manual for creatives. It covers every stage of a career, from building a portfolio to navigating the swamps of client/agency politics. It's the antithesis of the usual pontifications and cliches of so many memoirs by former ad biggies. Pat, still a working creative director (and a brilliant one), delivers practical, uncompromising perspective in every chapter. The style is conversational and the format as unique as the content, offering side comments in each section by Pat's colleagues (past and present) and former students. There also are sidebars specifically aimed at students and anecdotal vignettes drawn from his decades of experience in the mad world of Madison Avenue. If you're looking for a real understanding of how great work gets made and how to start making it yourself, buy this book.
-Bob Feinberg, Worldwide Chief Creative Officer of Grey Direct (14 years)
I loved it! I loved the cover! I’m excited to recommend it to the next and future Juniors, and not so Junior creative and non creative talent who want a real life account of 50 years in this fantastic business. The humor is truly Pat. The detail is truly Pat. The book is truly genius. Whenever I was fortunate enough to meet and interview anyone who had taken Pat’s class, I knew that if they absorbed half of what he taught they would do well. If they passed his rigorous, no BS class we should hire them.
-Marie Arteca, Creative HR/Recruiter (Saatchi&Saatchi, JWT, others) and Headhunter NYC
⭐️⭐️⭐️⭐️⭐️ Not only a great guy, but a great teacher.
Peduto has been my go-to creative director numerous times over 30+ years as a client chief marketing officer. Simply put, he's the most effective creative director I've ever worked with -- and I've worked with many legendary names and agencies -- because he puts solving marketing problems and brand success in the marketplace ahead of winning trophies and accolades for himself. Vast amounts of experience and wisdom in this book, from a guy who has forgotten more than most of his peers ever knew.
-Martin Pazzani, Brand Manager (numerous)
⭐️⭐️⭐️⭐️⭐️ Former student. Current Creative Director
Get this book for yourself and/or add it to your course reading list.

When Pat is your advertising professor, he brings his real-world experience into the classroom. He was one of my few professors who was a working ECD at a leading NYC ad agency. He was direct, honest, and pulled the bad concepts off the wall. But man, when he praised an idea, that was gold. He insisted that you had the best concepts for your portfolio (or back then, we called it, "your book.") When you work for Pat, it's no different, except your concepts get produced.
Full disclosure: I am a former student and was part of Pat's book. He helped set me on my path into copywriting. His book is a master class in advertising and all of his advice and wisdom still applies today. This book is an extension of the classroom that he created at FIT for us and echoes what it's like in NYC ad agencies today.

#Truth bomb: "Any job in advertising is better than no job in advertising"-- Pat Peduto, 1996, said to my FIT Portfolio Class
-Gina M Asaro, Creative Director
⭐️⭐️⭐️⭐️⭐️ Interested in learning the ad biz? This is the book.
As a 40 year surviver of the ad biz, I can honestly say that anyone interested in entering the field of advertising, this book by Patrick Peduto, another long time vet, is a must. I highly recommend it.
-Ronald G Fisher, Creative Director/copywriter/author
⭐️⭐️⭐️⭐️⭐️ Top techniques to get eyeballs, hearts and minds through advertising.
A great summary of how to make good advertising from a long time practitioner, with hundreds of great examples in a unique, easy to follow format. The format alone is worth the price, it's much more fun than a textbook and you learn as much without realizing you're absorbing it. His experience goes back a long way, but his technique, "rules", and examples are just as relevant in today's digital nightmare of advertising choices. People are still people, and he shows you how to get and hold their attention, then convince them, no matter the technology. Learn from the master.
-Earl Gandel, Account Manager Carl Ally/Ally&Gargano/DFS/Saatchi&Saatchi
⭐️⭐️⭐️⭐️⭐️ A Very Persuasive Christmas.
Pat and I (Nicholas Pisacane) worked together, off and on, for about ten years. When he told me he was writing a book I knew it would be interesting and insightful, so I asked my wife, Lydia Hamza, to get it for me for Christmas. I wished she had given it to me fifty years ago, when I was just beginning my advertising career. It would have shortened my learning curve, made me wealthier, wiser, and saved me thousands of hours agonizing to find powerfully creative advertising solutions. Then book is very well written (hard for a copywriter to admit about an art director) and beautifully art directed. But most importantly, for someone just beginning a career in advertising, it is an absolutely essential volume. It will enable that person to understand the nature and essential elements of persuasion, and how to create advertising with the kind of wit and emotional power that gets noticed and persuades. It is a book you will refer to often during your career, an essential, important ingredient to achieving a rewarding career in advertising.
-Nicholas Pisacane, Copywriter (various NYC advertising agencies)
⭐️⭐️⭐️⭐️⭐️ A must read for students who think they want to work in advertising.
I hired Pat to teach advertising at FIT because students need to learn from the best people working in the field, not just those teaching advertising - but also living it. I hired Pat to teach at AAU for the same reason. In order to be the best, you must learn from the best. Now every student has the opportunity to learn from Pat through his masterful book on advertising. Pat tells it all - the good, the bad and the ugly. Pat's book is a must read for students who think they want to work in advertising.
-Susan Cotler-Block, Department Head Fashion Institute of Technology/Academy of Art University
⭐️⭐️⭐️⭐️⭐️ Great Book!!! 
Mr. Peduto's take on advertising and marketing is concise, insightful and truly captures the essence or heart of a product or given idea. He creates evidence of how to inspire that is exciting yet rewording. The structure of this book is sound and written with heart and a bit of humor. He is a true visionary.
-Morris Mitchell, Fine Artist, Instructor Ringling School of Art and Design
⭐️⭐️⭐️⭐️⭐️ Classic
Mark Twain said, "A classic is a book which people praise and don't read." Pat has written a classic. Make sure you read it because it's that good and it ingeniously goes to the heart and soul of creating effective advertising JMK would be very proud.
-Steve Vengrove, Creative Director DFS/Saatchi&Saatchi (last job)
⭐️⭐️⭐️⭐️⭐️ You're getting the REAL DEAL when you buy this book!
Pat was one of my first supervisors in advertising. He was passionate about doing the best innovative work and never settled for less. This striving for doing the best work carried my career to other agencies and finally to being a creative director in a major agency. If you're interested in advertising or marketing you will be inspired with ideas and applications throughout this book.
-Andrew Cohen, Creative Director NYC
⭐️⭐️⭐️⭐️⭐️ It's all about Wendy. Copywriter extraordinaire.
Without my quotes, this book would suck!!!!!!

Seriously, it's exemplary. He taught me everything. He's why I am the gifted copywriter that I am.

My take on I Wrote the Book on Advertising, by my hero, my Creative Director and friend, Pat Peduto,

is that iIf you want to win a CLIO, this book is where you start.
-Wendy Cassel, Creative Group Head/copywriter Saatchi&Saatchi New York (last job)
⭐️⭐️⭐️⭐️⭐️ A blueprint for your success!
What makes the best teachers in life are those who actually experienced what they teach and achieved success in those real world situations. Pat Peduto is a perfect example of this.

Pat and I worked together in Advertising for several years, many years ago and I learned from Pat how to successfully market a product and achieve great sales results, all of which he put in the book.

Although I left the advertising business (or should I say it left me), I was able to utilize what I learned from Pat as I embarked on a new career in Real Estate sales.

Selling is selling, whether it is a product or a house and the thought processes, discipline and strategies he used for success are the same. Therefore, I was able to apply the knowledge and wisdom I gained from working with Pat and became a perennial top producing, award winning, very successful Real Estate Broker over the last 30 years. And now what I learned is in the book!

“I Wrote The Book On Advertising” is a must read for anyone who is in the marketing business whether it is advertising or in any business that requires you to “sell” something. It is your “Blueprint” for your success.
-Joseph Pallotta, Account Dancer-Fitzgerald-Sample (last job)
⭐️⭐️⭐️⭐️⭐️ RARE BOOK
Format: Textbook
Content: A veritable gold mine of knowledge from the mind of a master.

There are no rules.
Now here's what they are.
-George Pond, Actor/Writer
⭐️⭐️⭐️⭐️⭐️ An informative and intelligent book on the ins and outs of advertising
Pat Peduto hits on the concepts with a sense of humor that makes reading easy and understandable in simple language. I found the book poignant and insightful. I would recommend it to anyone venturing into the advertising field or the arts.
-Ed O'Ross, Actor/Writer/Teacher-Coach
⭐️⭐️⭐️⭐️⭐️ He's not humble but he doesn't exaggerate.
Pat Peduto's book is a great introduction to the joys of a career in advertising as well as the harsh realities of functioning in a demanding creative environment. If you are a student there is much in the book to learn. If you are currently working in advertising there is much to learn in his book. If you are in the bleachers having watched too much Mad Men then here's what the real Madison Avenue is like. Pat is honest, funny and a great story teller.
-Robin South, Founder/ECD South&South
⭐️⭐️⭐️⭐️⭐️ An Exceptional Book by an Outstanding Expert!
This is an exceptional book written by one of the most outstanding experts I’ve known in the field of Advertising. This book sums up so much valuable experience, it is safe to say that it’s a book to learn from, treasure, and live by for any creative/aspiring creative! I was one of Patrick Peduto’s MFA grad students in the AAU Advertising department, and he was by far one of the most knowledgable and memorable professors I’ve taken courses with. His insightful, outspoken and eccentric character definitely shows in his book. The book is loaded with valuable experiences, eye catching visuals and advice from professional contributors. As an Art Director, this is my go to book from now on! My Advertising bible!
-Nadia Khater, Art Director

I wrote the book on Advertising.

Reviewed By Rabia Tanveer
for Readers’ Favorite
I Wrote the Book on Advertising. Fifty Years On Madison Ave And A Million Concepts by Patrick Peduto offers a clear insight into the marketing world and is a great guide for marketing students. The author puts his message across using his personal experiences and it actually works. This is because the author is not trying to sound boastful or important; he sounds patient and insightful. I enjoyed how the author was able to explain marketing concepts by using his own examples; he shared his daily experiences of how he worked in the field and what the outcomes were. The best thing about this book is that the author is not only sharing his wins, but also his losses so that the reader can learn from his experiences and make better decisions.

Although the author says that the book has been written in a textbook style, I disagree with that. If textbooks were this interesting and easy to read, there would never be a need for a guide. The author extensively referenced and indexed the book so that it is easy for readers. The “readmits” on the side of the margins are just as useful as the content of the book. The author has gone to great lengths to add more layers of information for readers so that they can understand the marketing concepts and succeed. This is the perfect book for students, professionals who have just jumped into this field, and for those who are trying out marketing for their own business and want to excel at it.
Reviewed By Kayti Nika Raet
for Readers’ Favorite
I Wrote the Book on Advertising. by Pat Peduto seeks to educate and inform the reader of the history and real-world application of advertising, whether it is being used for a physical object or a concept. The book is written in an easy to understand way so that anyone from an advertising professional to a layperson can readily understand the information that Peduto offers. It's done in short, punchy paragraphs coupled with small slice of life stories from Peduto's days in advertising. One such story was about The Donnelley Company who used the Yellow Pages for AT&T until AT&T was forced away from its monopoly. The Donnelley Company had to figure out how to stand on their own, making for an interesting anecdote.

I found Peduto's work to be well written and informative. It is written in a way that makes for easy consumption and understanding, while at the same time providing gems for all aspects of life. Peduto offers a convincing body of work, and the knowledge offers many tools that the reader can use to grow and thrive. Peduto has crafted such an engaging book, a light read broken down into easy to digest parts that will, nonetheless, stick with the reader for a long time, providing content that is guaranteed to be reread and pored over. The final few pages are filled with recommendations of other works that have helped the author and, hopefully, the reader. A great guide for anyone with an interest in advertising.
Reviewed By Edith Wairimu
for Readers’ Favorite
I Wrote the Book on Advertising. Fifty Years On Madison Ave And A Million Concepts is Patrick Peduto’s detailed and engaging guide meant for any creative person and especially advertisers and students in the field. The book discusses topics ranging from creativity, strategy, bringing ad concepts together to build a winning portfolio, and art direction among others. The work takes a unique approach as each paragraph contains its own original thought that still blends with the topic heading under which it appears. Alongside the main content, examples are given on a side column while on the other side, relevant commentaries by professionals and students are offered.

Dotting the work are hilarious stories marked “Real MadMen Stories” that spice up the content. One such story details the unexpected behavior that can be observed only in advertising agencies such as when a creative director swings a bat and creates a dent on a door frame as a way of expressing his displeasure. The humor extends to the content which makes it easy to connect with the work. The language is direct, mostly stating events and circumstances as they are. The work also contains an accumulation of knowledge evidenced by the insight in the work and the content in each paragraph while the graphics in the book explain the text. The illustrations also provide breaks in between the discussions, offering readers time to pause and internalize the messages in the work. This book will appeal to a wide range of readers as it discusses many topics relevant to any creative project. The work is educative, entertaining and motivating.

A look inside.

As a professor, Patrick has taught for over 30 years. First at FIT in NYC and currently online for AAU. Over those years he made notes to write a book aimed at students and people new to advertising.

It's a text book written to be read cover-to-cover OR opened to any page to read a topic. Not only are the pages numbered but the paragraphs are too for reference. There is an index in the back. The book contains nearly 500 photos and graphics with links to TV commercials on the book's YouTube channel.

The book is not a 101 effort but more of an insight into the creative jobs – the good, the bad and the ugly. It includes readmits (soundbites) in the margins from fifty other professionals and students. And there are many MadMan stories that Pat experienced. Like the day 25 Hells' Angels showed up in the lobby of the Chrysler Building and asked for him. Or the day a baby elephant walked past his office on the 10th floor of DFS.

Now available on BookBaby.com

Hardcover. 160 pages. $49.99
Passing it forward.

Three people I worked for and two I worked with.

Sean Fitzpatrick, Chief Creative Officer – McCann-Erickson Worldwide
Pat Peduto is a man for all seasons and all reasons. A truly wonderful ad man and art director. A man of thought, action and performance. And although he denies it, a pretty good writer for an art director. This book should be read, reread, dog eared and placed under the pillow of every aspiring creative individual and placed in the jacket pocket of those who supervise or work with them. Think of it as your catechism.
Stanley Becker, Chief Creative Officer – Saatchi & Saatchi NY/LA/Toronto
Pat’s loyalty was his greatest strength, loyal to the people who he worked for, and who worked for him. The latter he nurtured and protected and so many of them took that on as they went through their own successful careers. He was tenacious when nurturing and protecting an idea, to the extent that at times I wanted to punch him out, but wisely refrained. Pat was and is a sixth-degree black belt in some nasty-assed martial art. So, read the book, it makes sense to me....
Jack Keil, Creative Director – Saatchi & Saatchi
I wrote a book about advertising in 1988 called “How to Zig in a Zagging World – Unleashing Your Hidden Creativity.” Pat Peduto was my model. I never knew what he was going to do or what rules he wouldn’t follow.
Amy Krakow, President – AgitProp
“It’s like watching “Mad Men” and knowing what’s really going on.”
Paige St John Patterson, Co-Creative Director – DMB&B
When Pat told me he was writing a book on how to do advertising I was both excited and a little bit jealous.

Excited because I knew that if you worked the process of advertising the way we did when we were a team, if you used the same ways of approaching, dissecting and solving advertising challenges as we had together, you’ll get to experience all the success and excitement we did.

Excited because I knew that he’d be able to put down in words and pictures all the thoughts, processes, recipes, formulas and exercises that would get you to have the sort of fantastic experiences he and I shared.

Excited because there’s really never been anything quite as crazy, exciting and rewarding as working with
Pat Peduto to solve an advertising problem.

It started with a Beatles haircut and a Peter Max tie.

DFS to RocketScience

RocketScience is a boutique, triage advertising agency that marries BrandMessaging with persuasive, provocative creative.

A creative resource for companies, services and brands, a partner for public relations firms and a phantom resource for advertising agencies.
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