The Most Insightful Readings for Ad Students

The following books have been very helpful for me, in one way or another. I believe every ad student should check them out. Even if you don’t get anything useful from them, at least you can brag about reading them during a job interview! Way to look smart!

Hey Whipple, Squeeze This! By Luke Sullivan

This is an obvious choice, and is a must for every Ad student or anyone that wants to understand how the ad business works. It gives a solid panorama of everything that takes place during a campaign. Most of the details Sullivan discusses are obvious for someone already in the business, but it still provides good advice for students. It is advisable to check back with this book every now and then.

I found it particularly helpful when he talks about being stuck, and details how to get past the “writer’s block.” He says to enjoy the process and not only the finished work — something I love to think I do, but this is not always true.

Chapter 11 was very interesting for me, because Sullivan gives his own version of clients and agencies, classifying them into different types. For example, The Hack is an agency that lives off a single ad that was once great, but has not produced anything good in 20 years. I also enjoy The Golden Handcuff – that agency that will pay great salaries, but you will never work on anything interesting.

Sullivan also provides advice on presentation skills: how to build a cool portfolio or how to make yourself look good in an interview. It provides quotes that are not only helpful, but also will make you think you can take over the world, like “Stay humble,” and, “Instead of generating advertising ideas, generate ideas worth advertising.” These are my personal favorites.

It’s Not How Good You Are, it’s How Good You Want to Be by Paul Arden

Arden was a Creative Director for Saatchi & Saatchi for almost 15 years, so he knows what he is talking about. His book is a very easy read; simple and straight to the point. It has motivational and inspiring quotes that will make you want get up from your chair and do stuff.

You may have heard much of the advice before, but the way Arden puts everything together helps you retain the message easily. Arden provides a “big point” and a brief explanation, and then leaves you space to fill the blanks. This is always a helpful thing for a book to do, and helps with retention of information.

 Steal Like an Artist by Austin Kleon

This book was not been written by someone in the Advertising world.  It is for creative people, regardless their profession. It will teach you how to overcome obstacles of the creative process. The design of the book makes it very enjoyable.  Kleon is very honest in his approach, stating that there’s nothing new to be created and it is your duty to reinvent it or upgrade it.

One of the most helpful pieces of advice I read on this book was, “don’t wait until you know who you are to get started.” I feel that, many times, students hide behind their student status as an excuse to not do things because of fear of making a mistake. Well, Kleon’s advice may change those thoughts.

Damn Good Advice (for people with talent) by George Lois

Lois is an iconic and controversial figure in the ad world. Many consider his book pretentious and egotistical. They may be right, as Lois talks a lot about himself. However, his book is amazing. I love the honest and “no bullshit” take on things. He says it with attitude.  It is kind of like, “Here you have and if you don’t like it, f*** you”.  People who know me know I love to write ads in that tone. Anyway, I think is a book that must be read by every ad student. It will give you the right push.