Hegarty on Advertising : Turning Intelligence into Magic Alan W. Petrucelli New York Times bestselling author

New York Times bestselling author of the Spenser series of crime thrillers — Book 1 in the series

a cognitive scientist

Hitting (On Women)

you'll see how these same ideas are playing out in the modern age of big data and intelligent machines—and how these technologies will soon help you to overcome some of your built-in cognitive weaknesses

Hegarty on Advertising : Turning Intelligence into Magic Alan W. Petrucelli New York Times bestselling authorA look into what lies behind great ideas and brilliant advertising, told by one of the industry's leading players. What makes a great idea? How does one best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the worlds leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as