Read it for
- Creative concepts
- Copywriting
- Storytelling
What this book covers
Luke Sullivan addresses the craft of developing an advertising idea and carrying it into different media. For performance teams, the useful distinction is between a new execution and a new concept. Use the book to improve the creative brief and the reasoning behind a campaign, alongside the platform knowledge needed to deliver it.
Bring it to your work
Develop five different creative concepts from one customer insight before choosing a format. This is a PMC editorial prompt.
Reading context
Anselmo Ramos is credited for the foreword, not as a coauthor. Platform examples still need checking against current formats.
About this reading guide
This guide draws on the source description, contents or sample identified in the edition notes. No external review is cited for this listing.
Prepared with AI assistance from the sources identified on this page. The applications and comparisons are Paid Media Collective suggestions, not claims of full-book reading. An external review does not verify every claim in a book.
Another book to consider
The Copywriter’s Handbook →
Choose this for more focused work on writing and reviewing commercial copy.
Edition & source notes
The reference below identifies the material checked for this listing. It may differ from the format offered by the main book link.
- Reference edition
- Edition 6
- Format
- paperback
- Reference edition date
- February 2022
- ISBN-13
- 9781119819691
Publisher description and contents reviewed. Sources checked . Book not read in full.
Access: See the publisher or author for available formats and prices.
Anselmo Ramos is credited for the foreword, not as a coauthor. Platform examples still need checking against current formats.
Applications, priorities and coverage depth are editorial judgments. Book not read in full.
Source facts and reading prompts prepared with AI assistance. The named authors and linked publishers retain credit for the original work. Source verification is separate from an assessment of current platform tactics.
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