They've been called visionary by both Newsweek and Time, hailed as the
ad world's most talked-about agency by USA Today, and dubbed the next
big thing by Business 2.0. They launched the Mini car craze in America,
took on Big Tobacco in the controversial Truth campaign, sexed up Virgin
Airlines, and made Burger King sizzle once again. And they did it with
bold publicity stunts, infectious viral marketing strategies, funny
masks, folding paper, outrageous Internet hoaxes, and a weird, garter
belt-wearing chicken who became a cultural sensation. And this random
madness has a very sound method to it: Hoopla.
In Hoopla, the secret inner workings of this freewheeling,
break-the-mold idea factory are revealed for the first time. Veteran
journalist Warren Berger, who has tracked and reported on the CP+B
phenomenon over the past decade, fully examines and deconstructs the
methods that lie behind the agency's seeming madness, while the striking
images throughout the book (captioned by the CP+B creative team) provide
insights into the logic, intuition, mischief, and passion that leads to
the creation of Hoopla. The result is a fascinating journey into a realm
of unbridled creativity.
See the madness. Read the method. Hoopla.
Hoopla also includes practical, step-by-step advice on how to find and
promote big ideas (even on a shoestring budget), and how to generate
excitement and hype in today's cluttered, noisy communications
landscape. If you're a marketer, a communicator of any type, or anyone
who needs to get out a message and generate some buzz, Hoopla will
change the way you think about the art of communication.
