⭐️⭐️⭐️⭐️⭐️ 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)
⭐️⭐️⭐️⭐️⭐️ 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)
⭐️⭐️⭐️⭐️⭐️ A MUST READ FOR JUNIOR AND NOT SO JUNIOR CREATIVE TALENT
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
⭐️⭐️⭐️⭐️⭐️ 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
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
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