I guess a little revolution every now and then is a good thing, because the "advice" dispensed in here mainly belongs in the dustbin of history.

Just finished the book (which took me a couple of hours) and I have to say it was an interesting memoir of the great admen of all time. The book pinpointed certain questions and tired to find some correlation between the greats (and I think it succeeded in some ways)

But do not let the title of the book fool you to believe that it will help you in any shape or form in becoming a finer copywriter. In fact, the book will most likely only offer you a good read on a Sunday afternoon.

On a particular note, the interview with Reeves was the most interesting part of the book. A worthy buy indeed but do not expect to become a super copywriter after or you will be very disappointed.

There's pleanty of useful info here to help you write better copy - look for the inherent drama of the product, if in doubt ask the manufacturers why they make it, do your research, keep stuff simple. You just have to look for it. Great photos too.

"Making advertisements involves perspiration as well as inspiration.The creative leap may never be explained, but we can prepare and capitalise on it".

Edited by Simon Broadbent, the Vice Chairman of Leo Burnett, London, the book talks about writing the ads, as well as going back to the basics in strategy and onto production, media and evaluation skills, which helps see how advertisements can be managed and improved.

Leo Burnett Ltd, established in Chicago in 1935, was the third most award-winning agency network worldwide in '97-98.The book begins on an ode to Leo Burnett, the Chieftain and driving force behind the agency. A man who laid much emphasis on non-verbal ideas, "the sheer fun of admaking", that took the form of statements with visual qualities, and whose true meaning lies too deep for words: whether the strong Marlboro man on horseback, or the benevolent Jolly Green giant selling corn, or the playful Kelloggs Frosties tiger.

the book is essentially divided into two sections- 'Techniques' and 'Case Histories', the former aiming to help one work for an agency.A much helpful read for a beginner, it touches upon effective advertising techniques like media objectives, media strategies, data presentations, campaign effectiveness, timing, quality, production methods etc. 'Advertising that sells' focuses on product dramatisation, whether through the product as a hero, or celebrity presenters or enacted slice-of-life stories or modern parables.

'Case Histories' takes on the Leo Burnett-handled campaigns. It is both a market analysis, as well as the agency evaluation of its effective utilization of the talked about techniques.

The result: Long running campaigns like Cadbury's Flakes, Perrier mineral water,Austin Metro, Sunday Express (with its famous 'where's Giles'?)etc.

Inspite of this, the book has not been very popular.Someone once said that books that noone wants to read deserve to become extinct, and that probably has happened to the Leo Burnett Book.

On the whole, I'll say, an interesting and very readable book.

If you're expecting an informative book with insight into the world of advertising, you will be disappointed. This is a postcard sized collection of two line quotes few of which are inspiring or even funny. Retain your respect of Leo Burnett, don't buy this book. Darren Morris Advertising Manager Online Interactive

I was a Burnett once. I worked in LB Taiwan for couple of years since I have graduated from the univeristy. According to publish "100 Leo's" Chinese edition, I have joined all the processes, and read it over and over to find ideas out to develop the launching news release. I do love what Leo Burnett insists about Advertising which is his favoirte career. Even though the sentences are very short, they all are smart words which make people to think deeply. I'd like to re-read it when I met some problem in my job - even I am not in an advertising related company now. And the most important thing is : I made myself a "star reacher" after having worked in LB. I do love Leo Burnett, and look forward to see more books about LB to be published in the future.