Hey Whipple, Squeeze This by Luke Sullivan

ABC Copywriting

PRO

Not explicitly a copywriting book, but Sullivan is a legendary US copywriter and his book is very much about writing as the driver of creativity.

Using hundreds of classic ads as examples, he explains what makes a truly original, memorable, creative advert.

The subtitle says it all: this is a practical guide to creating (as opposed to just doing) great (as opposed to just good) advertising.

However, the focus is almost entirely on B2C ads in print and broadcast media. For a B2B perspective, see Creative B2B Branding.

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