Magnum opus of the year

Publicis CCO Jean Etienne Aebi is not the first advertiser to squeeze his professional memoirs and collected wisdom between two book covers, but what makes his 400-page work "Einfall oder Abfall" stand out from the crowd is the unpretentious style with which the professional advertiser, who has won the most coveted awards, sends readers on a comprehensive and entertaining tour of advertising. Not only does he describe all the important aspects of the industry, such as content and concepts, implementation, goals and criticism. He also takes a relaxed look at the relationship between the client and the agency. With an eye sharpened by countless jury meetings, Aebi takes a refreshingly self-critical view and looks at both successful and unsuccessful work - his own and that of other famous creatives - through the overstimulated eye of the consumer. With tips and examples, Aebi underpins his thesis that advertising must be intelligent in order to be successful. (la)