Introduction

PART I: The Harebrained, The Happenings, The History

Chapter 1 How the Cookie Crumbles General Foods Jell-O

Chapter 2 Get the Money! AVCO Embassy, Commonwealth of Puerto Rico, Software Toolworks

Chapter 3 The Duke and I Bristol-Myers

Chapter 4 The British Are Coming! The British Are Coming! Marshall Cavendish

Chapter 5 Hanging by the Gallos Gallo Wine

Chapter 6 How I Got into Advertising (After Spending 15 Years at Y&R)

Chapter 7 Apple “1984” TV Spot (The Greatest Commercial that Almost Wasn’t) Apple Computer

Chapter 8 One More Reason to Love California California Cooler

Chapter 9 Hi! My Name Is Teddy Ruxpin Worlds of Wonder

Chapter 10 Christmas Balls Ansa, Ashton-Tate, Oracle

Chapter 11 The Emperor Had No Clothes Jay Chiat

Chapter 12 Image Is Everything Esprit

Chapter 13 Chiat/Day/No/Mo Goldberg Moser O’Neill

Chapter 14 For Whom the Dell Tolls Dell Computer

Chapter 15 Cisco Kids Cisco Systems

Chapter 16 Made in Korea Kia Motors

Chapter 17 Not the Army, It’s the Marines GMO: How Good Can We Get before We Get Big?

Chapter 18 Leaving Nothing To Chance Casinos

Chapter 19 Short but Sweet Dreyer’s Ice Cream

Chapter 20 Hell Holliday Getting Out

PART II: The Beliefs, The Observations, The Derangements

Chapter 21 The House That Fred Built Maiden Lane to Battery Street

Chapter 22 Cultricide The Cultures of Ad Agencies

Chapter 23 Some of My Best Friends Were Clients The Bacon Bits in the Salad Bowl of Life

Chapter 24 The Only Thing Harder Than Creating a Great Ad Is Selling It

Chapter 25 Sandpaper Odd Stages of Psychosocial Development

Epilogue

Acknowledgments

Index