Four years of university can't compare to an internship at an actual agency and "Whipple" is as practical as an internship, as Sullivan outlines the real way potential employees get jobs at ad agencies.
So heralded is this book, that it has most recently been updated and offered up in a new edition. Included now are current campaigns and an easy-to-follow suggestions and guidelines to the day-to-day operations of an ad agency.
He clearly delineates between print, TV and radio and how the creative process differs with each. Self-confidence in creations is clear; Sullivan devotes two chapters on maintaining the integrity of an original ad - and how to get around client comments like, "make the logo bigger."
He is never without a sense of humor, as evidenced...
But it's a Dry Heat: Some advice on working in a tough medium."
Sullivan never falls into the trap of being the "stereotyped" salesman. Indeed, he is an adman, but he is a writer, and extraordinarily creative. Without pretense or conceit, he gives out so much valuable information, it is, frankly, hard to absorb everything in one reading; in fact, it's a book that should be as referenced by the advertising industry (and those who aspire to it), as the average person does a dictionary.
Bibiliography
Sullivan, Luke. Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising Wiley, John & Sons, Incorporated. January 2008
