Hey Whipple, Squeeze This (John Wiley & Sons Inc)

The new edition of the book readers call the bible for advertisingThe sixth edition of Hey Whipple, Squeeze This offers a new take on the rapidly evolving industry of creative advertising. Creativity--while critical--is no longer enough to succeed. Updating all the classic creativity training from the first five editions, this updated version now provides the necessary tools to navigate the field's changing technical and social media landscapes. From learning how to tell brand stories to creating content for Instagram, YouTube, and TikTok, Whipple will help sharpen your writing chops, enhance your creativity, and raise the level of your work whether you're new to the business or a practicing professional.In this fully updated edition, you'll explore:* How to employ the traditional concepting techniques today's creatives use, as well as new developments in applied creativity and inquiry-based innovation.* How to use emerging technologies and the different technical structures of social media platforms to bring brand stories to life.* How to go 180Ú against common sense for ideas that have the potential of becoming viral.* How to create the kind of portfolio that will get you a job in the industry.