The Howard Gossage Show

And what it can teach you about advertising, fun, fame and manipulating the media

Author: Steve Harrison and Dave Dye

Paperback

A study of the creative genius of legendary adman Howard Gossage with 190 examples of his adverts and why he is relevant today.

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PRODUCT INFORMATION

Summary

A study of the creative genius of legendary adman Howard Gossage with 190 examples of his adverts and why he is relevant today.

Description

The Howard Gossage Show is about the 1960s advertising copywriter, Howard Gossage - and what he can teach today's advertising industry.

At a time when advertising is disliked and avoided by most people, Gossage has a message that is more important now than it was 60 years ago.

Decades before digital, he understood the importance of interactive advertising - and the need to break down the "fourth wall" and speak directly and intelligently to his audience. He also knew that the ad was just the first part of a media strategy and aimed to involve all other forms of media in amplifying his message.

Perhaps most importantly he grasped the importance of fame. The Ad Contrarian, Bob Hoffman, recently said that if he was a client his three word brief to his agency would be "Make me famous". As you'll see, Gossage did this for his clients, his "gurus" and, most definitely, himself. In fact, his was a masterclass in Personal Branding.

Finally, for an industry that has lost the ability to engage its audience, Gossage had another vital message: we are in show business.

About the Author

Steve Harrison had his own agency, HTW, which, before he left in 2007, won more Cannes Lions in its discipline than any other in the world. Steve then wrote How to do Better Creative Work which became the most expensive advertising book of all time when it traded on amazon for £3,000 a copy. His last book, Can't Sell, Won't Sell: Advertising, Politics and Culture Wars was described by the IPA as the "most provocative advertising book in years". Steve has already written a biography of Howard Gossage. If you have any observations about either that book or this one, please write to Steve: Dave Dye worked in the best agencies in the business like Mother, AMV/BBDO and BMP/DDB before founding his own - Omnicom backed- Campbell Doyle Day. Now he runs the advertising/design boutique, TH?NGY. He has won Cannes Lions, D&AD, One Show and every other major global award several times over. For the past 10 years he has run the highly regarded blog/podcast "Stuff from the Loft" (davedye.com). The forensic research skills he has honed on "Stuff from the Loft" come to the fore in this book - which showcases many ads that have not been seen for over 60 years. You can email him on