Brittany's Reviews > Juicing the Orange: How to Turn Creativity into a Powerful Business Advantage

How I Came To Read This Book: I borrowed it from my boss.

The Plot: Pat Fallon & Fred Senn are the authors and head honchos of Fallon International, which has become one of my new fave agencies based solely on the sheer recognizability of their campaign work that's outlined in this book. Each chapter is loosely centred around a topic related to coming up with "the big idea" or what they call "generating creative leverage" such as 'communicating in a crisis' or 'using new media'. Along the way they break down a case study for a major client and how it worked - as well as failures and challenges related to each campaign/client. They also feature little sidebars throughout on similar campaigns that might just not warrant enough for a full chapter, or provide a contrast to what was done per chapter. Examples include EDS' 'Herding Cats' TV ad, Lee Jeans 'Buddy Lee Tested' campaign, BMW Films, Skoda, United Airlines, The Bahamas, among others.

The Good & The Bad: I think this book did a better job of proving that Fallon International is a good agency over showing ways other agencies or businesses can adapt their methods. Essentially the book's message is buried in the drama and inflation of success talked about throughout, with only tidbits throughout that give you some ideas as a business person. That being said, I give kudos to the authors. They've created an easy, light read that still packs a lot of punch and captures your interest and amusement from page to page. People will likely delight in and be surprised at the fact one agency has accomplished so much.

The Bottom Line: Better read as case studies than for business advice.

Anything Memorable?: Amusingly, I had my quarterly check-in this week with my boss, of which one of my goals was to read more industry books. Good timing or planned timing, you be the judge.

50-Book Challenge: Book #45 in 2008