THE FIRST LIST

 

COMPULSORY READING

Your Memory by Kenneth Higbee
Your Memory: How It Works and How to Improve It

Reading this book first will help enormously. It is probably the most difficult book on this list, but worth the pain. You will learn how to remember more information and how to store those memories for longer. We love this book because it demonstrates how it is possible to improve the way our mind works when we understand the processes of how our mind works.

Ogilvy on Advertising by David Ogilvy
Ogilvy on Advertising

Simply the best book about the advertising industry ever written.

Hegarty on Advertising: Turning Intelligence into Magic by Sir John Hegarty
Hegarty on Advertising: Turning Intelligence into Magic

This may become known as the best book about the advertising industry ever written. We think it is more relevant and up-to-date than Ogilvy. John’s more likely to sign his book than Ogilvy’s when he comes in.

Positioning:The Battle For Your Mind by Al Ries
Positioning: The Battle for Your Mind

This book will get you thinking strategically about how we approach our work as communicators. If marketing is chess, then this is the grandmaster’s book of secrets.

Nudge by Richard Thaler
Nudge: Improving Decisions About Health, Wealth and Happiness

Have you ever considered how predictably you behave? Do you think that it is coincidence that you have never left your card in an ATM, even though sometimes lose your mobile/wallet/keys in of bars/taxis/clubs? Great insights by creative thinkers led to cash machines being designed to give the card back before releasing any money. That’s a nudge. This book is packed full of examples, explanations and ideas for you to start creating your own nudges.

Made to Stick by Dan Heath
Made to Stick: Why some ideas take hold and others come unstuck

If you enjoyed Nudge, you are going to love Made to Stick. This book takes behavioural economics into a slightly different direction, giving useful ideas for making your communications more memorable.

Lateral Thinking by Edward De Bono
Lateral Thinking: A Textbook of Creativity

De Bono is the reference point of all creative thinkers and this is one of his most important books. If you have already read it, scan it again and then read How To Have a Beautiful Mind.

The Tipping Point by Malcolm Gladwell
The Tipping Point: How Little Things Can Make a Big Difference

The Tipping Point was one of the first books that described how ideas go viral and was one of the biggest business books of the decade. Stickiness was the subject of Dan Heath’s book (above), and it will crop up in this book too.

The Oxford Book of Aphorisms
The Oxford Book of Aphorisms (Oxford Paperbacks)

Every summer reading list needs to have one book for the bathroom.

 

RECOMMENDED READING

You need to surround yourself with great advertising. If you find a D&AD annual or a copy of The Art of Advertising cheap on eBay, then grab it. Don’t spend a fortune on these types of books though because there will be plenty waiting for you in the studio’s library. The IPA has a list of great annuals and advertising books here.

If you have time to read a few more books in the first term, then try one of these;

RECOMMENDED ENTERTAINMENT

If you haven’t already watched it, then get yourself the box set of Mad Men and a packet of Lucky Strike.
Log onto www.Ted.com and watch as many of the presentations as you can.

 

Go to the second reading list

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