Well-Written and Red

The latest addition to Dakini Books titles is 'Well-written and red', the story about The Economist poster campaign that has won prizes and plaudits the world over..

Written by one of Britain's most respected advertising copywriters, Alfredo Marcantonio, it celebrates the 15th anniversary of the first appearance of these eye catching and mould breaking 'White out of Red' billboards.

As an ex-Director of AMV BBDO, the Agency responsible, he paints a remarkably insightful picture, not only of the conception and development of the award-winning creative work, but also of the Agency/Client relationship that has nurtured it.

Marcantonio weaves together the recollections of those actually involved, putting events into context or stressing their importance, by citing lessons he has learnt in his own distinguished career.

This is clearly a 'must-have publication' for advertising, marketing and media people. However, poster headlines like 'In real life the tortoise loses' mean that it will appeal to anyone who appreciates wit and style. Indeed, if you have ever wondered how advertising works this book describes the process in engaging detail.

Readers from outside the industry won't be fazed by the vagaries of the creative process described in this book. Instead, they may be surprised to discover the disciplined strategic thinking and tight advertising briefs that inspire it, and the way subtle shifts in emphasis have helped the campaign remain relevant in changing times.

This 224 page hardback and features 140 or more of the advertisements that have helped The Economist increase its UK circulation by 65% and its UK ad revenue by 250%. It is a testimony to the power of posters, confirmation that it can pay to advertise and proof that 'funny' need not be the enemy of 'money'.