D&AD is a nonprofit educational charity that was launched in 1962 by a group of London-based creative revolutionaries including David Bailey, Terence Donovan and Alan Fletcher. In 1995, the D&AD published a book on the art of writing for advertising. The then best-selling book remains an important reference work today and has been reissued with updated content.
Regarded as the most challenging field in advertising, copywriting is usually left to the most talented professionals—often agency leaders or owners themselves. The book features a work selection and essays by 53 leading professionals in the world, including copywriting superstars such as David Abbott, Lionel Hunt, Steve Hayden, Dan Wieden, Neil French, Mike Lescarbeau, Adrian Holmes, and Barbara Nokes.
The lessons to be learned on these pages will help you create clearer and more persuasive arguments, whether you are writing an inspiring speech, an engaging web banner or a persuasive letter. This is not simply a “must-have” book for people in advertising and marketing, it is also a “should-have” for anyone who needs to involve or influence people, by webpage, on paper, or in person.
Edited by D&AD. New edition published by Taschen in 2018. Hardcover, measures 7.7 x 5.5 inches, 544 pages. ISBN 9783836568524