I like biographies but since most of them are too dry or too dramatized I tend not to read them (Also I have toned down reading marketing books, most of them say the same thing just from a different angle, especially the new social media/influence/WOM types, plus if everybody is reading the same stuff, they end up with similari-ish ideas - that is just my POV). I finished reading John Hegarty's Hegarty on Advertising and I can truly say that the book was a breath of fresh air, I didn't have too many expectations and that is why I liked it even more. The book's two part approach, documenting the journey to creating a great agency and a how-to advice approach for people connected to the advertising industry makes it very interesting.
Hegarty covers it all, Tissue meetings, creative directors, technology, storytelling, culture and more but the part that stands out the most for me is his belief on having a philosophy for the agency. He talks about how his agency was the first one to have a no-creative-presentation-in-the-pitch approach (Yes, everybody says that now) and that is what made it different, standing by something you believe in (and not working with any client that want's to pay for you to slap logos on).
The most memorable takeaway would be the constant belief in narrative.
(BTW there were three typos in the book)
Image source: Advertolog
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