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Recommended readings

Here, for your dining & dancing pleasure, is a list of some of Terry's favourite marketing-related books:

"Then We Set His Hair On Fire" by BBDO Creative Chairman Phil Dusenberry. All about his time overseeing creative for BBDO North America. Every story is about the value of an "insight." Title refers to the time Michael Jackson's hair caught fire on that infamous Pepsi shoot Phil was overseeing.

"George, Be Careful" by George Lois. Maybe the most wild and colourful adman of the 60s.

"From Those Wonderful Folks Who Brought You Pearl Harbour" by Jerry Della Femina. Another of the most creative ad minds of the 70s. Title refers to a slogan he wanted to present to a Japanese electronics client. A completely entertaining look at creative advertising.

"Bill's Book" by Bob Levenson. A book dedicated to Bill Bernbach, who was the leader of advertising's creative revolution, written by one of his finest creative directors.

"Juicing the Orange" by Fallon and Senn. Great case studies of the best work done by Fallon, one of the most award-winning ad agencies in the world.

"Positioning: The Battle for your Mind" by Ries & Trout. The famous book that defined the concept of "positioning" in strategy.

"A Big Life in Advertising" by Mary Wells Lawrence. Great ad stories from the most successful woman in advertising, who created, among other things, the "I Love New York" campaign.

"Adland" by Mark Tungate. Simply the best worldwide history of advertising I have ever read.

"Inventing Desire" by Karen Stabiner. Great book about Chiat/Day. Ad agency for Apple Computers.

"Hey Whipple, Squeeze This" by Luke Sullivan. A great primer book for students on advertising by a great Creative Director.

"Perfect Pitch" by Jon Steele. The best book I have ever read on pitching new business.

"Have I Ever Lied To You Before" by Jerry Goodis. He was Canada's Bernbach in the 60s and 70s.

"Ogilvy on Advertising" by David Ogilvy. A must-read by the dean of American advertising.

"Advertising's Benevolent Dictators" by Bart Cummings. Incredibly insightful interviews with the men who started all the great ad agencies in Madison Avenue's big decades of the 40s and 50s.

"Reality in Advertising" by Rosser Reeves. A very hard-to-find book written by the man who created the "Unique Selling Proposition" theory in advertising strategy.

And oh, by the way, you might want to read a little best-seller titled "The Age of Persuasion: How Marketing Ate Our Culture" by Terry O'Reilly and Mike Tennant. We liked it.