Concept is the King

Let's face it. As nice as it is to make great looking spots and promos, without good idea those are mostly waste of time. Some time ago I thought I should read some books about advertising. My friend suggested me Pete Barry's - The Advertising Concept Book and I must say it's really good and can warmly recommend it to anyone interested about creating great concepts in advertising.


BTW it's only 20 euros in Amazon so it's practically free for such amount of great information.