Summary of Creative Leaps

10 Lessons in Effective Advertising Inspired at Saatchi & Saatchi

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Creative Leaps book summary
To create effective ads, sell with one emotion-evoking word. Sell your brand’s idea and properties. Sell differently.


9 Overall

9 Applicability

9 Innovation

9 Style


This may be one of the best books about creativity, brands and advertising ever written. Author Michael Newman’s long, successful tenure with Saatchi and Saatchi, one of the most innovative ad firms in the world, is itself impressive. He knows how to get attention in a market where attention is a scarce resource. His so-called "ten lessons in effective advertising," really ten ideas about creativity, are unnecessary devices, probably a framework forced on a good book by an unimaginative editor. Read this book instead for the chrestomathy of quotations from literary and artistic innovators and thinkers. Read it for the asides, the tangents, the advertising war stories and the rambles. Read it for the shocking ads that push past the bounds of what anyone would consider acceptable. recommends you read it for pleasure and for all these reasons; you’ll get a lot more than ten lessons.

In this summary, you will learn

  • Ten lessons about creating advertising that works
  • A new way of thinking about advertising


Creativity: No Rules, Just Right
This isn’t a rule book, because rules rule out creativity according to Michael Newman, who joined Saatchi & Saatchi in Australia in 1988, when the Saatchi brothers still led the firm. The brothers left soon after, taking the great British Airways account...
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About the Author

Michael Newman, executive creative director of Saatchi & Saatchi from 1996 to 2001, led the agency back to the top and built significant brands including Toyota, Qantas, British Petroleum, Proctor and Gamble and BMW.

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