How to Put Your Book Together and Get a Job in Advertising — 21st Century Edition by Maxine Paetro
Learn what creative directors look for in a portfolio. Would-be art directors, graphic designers and copywriters can benefit from this. Does it matter that today most portfolios are seen online? Not really. The kind of thinking your book represents is still crucial to getting hired, whether you're across the desk or across the country.
Elements of Style by Strunk & White
Grammar, punctuation, style and principles of composition in less than 100 pages. Bob Killian calls it the one essential book for everyone who puts words together; it's the bible. He also says nobody should eat overcooked lima beans, and he's certainly right about that. So listen up.
Truth, Lies and Advertising: The Art of Account Planning by Jon Steel
Jon Steel, account planner of the "got milk?" campaign, explains account planning with relevant examples and useful how-tos. Not planning to be an account planner? Still a good book to read, because everyone in the business needs that customer empathy, that ability to see and feel what the consumer feels.
Do-It-Yourself Advertising, 3rd Edition by Fred Hahn, Bob Killian, et al.
Is this a book to learn about agency life? Frankly, no. It's really more a guide for small-business owners who can't afford agency representation – but since the Big Cheese gets royalties as a co-author, we sure as hell aren't going to omit it.
The Book of Gossage by and about Howard Gossage
Howard Gossage was known as the Socrates of San Francisco during the 1950s and '60s. Best to get this book from the library, though: since it went out of print, it's gotten to be a collectors' item; it's way too expensive. The best reason to read the book may be the graceful biographical essay by Jeff Goodby. (It's clear he read The Elements of Style at some point in his life....)
Hey Whipple, Squeeze This: A Guide to Creating Great Ads by Luke Sullivan
Smartass insight about the creative side of advertising. Covering topics from Slash Weasels to being pecked to death by ducks. More hilarious than helpful, but it's good to get a feel for the business
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