HOWARD FREDERICK IBACH

“…an honest, in-depth, and propulsive memoir as gripping as a novel.”

STARRED REVIEW, BLUEINK REVIEW

 

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“…an insightful history lesson as well as a charming tribute…”

Lewis Segal, former staff Dance Critic, Los Angeles Times

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“…a well-nigh essential foundation on which to build a successful advertising career.” 

Dave Butler, creative director, retired, TBWA\Chiat\Day 

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“…the best, and briefest, book on briefs I’ve read.”

Luke Sullivan, author, Hey Whipple, Squeeze This: The Classic Guide to Creating Great Advertising, 6th Edition

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REVIEWS

“Ibach writes with candor and curiosity, making readers feel as though they’re witnessing the author’s self-exploration in real time....An earnest and thoughtful adoption memoir.”
Kirkus Reviews
“A must-read for those on the path to self-discovery -and anyone who yearns for family.”
Noel Zamot, author of The Archer’s Thread and The Feather’s Push
"Readers looking to cry happy tears will find
solace in this emotionally charged memoir.
Booklife Reviews
“This memoir...reads like a Netflix drama but has the authenticity and gravitas of a well-made documentary.”
Five Star Review, Tammy Ruggles for Reader Views
“Howard's memoir spoke to many of the concerns we have carried with us throughout the process of adopting our child and also gave us many new ideas to ponder...”
Christian Gritte and Anndee Shaunessy-Gritte, adoptive parents
"The most mind-blowing fact about the creative brief is that 50 years after it was invented, there is still only one lone voice speaking out on its behalf. I'm glad that voice is Howard's [...] The advice is practical and actionable. Like the edition that precede this, I have made it mandatory reading in my agency."
Sean Duffy, CEO, Duffy Agency
"Why didn't someone show me this before I had to write my first briefs? I didn't have a clue. But I did have a template, and something my boss had written for Coldwell Banker. Ha! (Howard) nailed that."
Tom Lehr, President/CEO, Dailey, West Hollywood
"Howard Ibach has written the essential brief for the briefers, a simple, memorable, enjoyable book for those who need to practice he art of strategic reduction for a living. He expounds several oft-forgotten principles: simplicity, clarity, collaboration."
Steve Wehrenberg, retired CEO, Campbell Mithun Advertising, Minneapolis
"There's a tendency when setting out to create great ads to look at other ads and try to emulate them.
Wrong. Wrong. Wrong. Howard's book hits the nail on the head, and suggests instead we start where all great ads...do: with a great brief."
Vaughn Davis, Creative Director, Young & Rubicam Advertising Auckland, New Zealand
"Read this book and you never have to read another word about SMPs. Ever. It's all here. And it's inspired."
Claire Hassid, Principal, Claire Hassid Brand Planning Forrest Hills, NY
"Every junior account executive, and for that matter Chief Marketing Officer, should be issued this book day 1, before the HR paperwork."
Reid Holmes, ECD, IWCO Direct, Minneapolis
"What is the first thing any creative team looks at when they see a creative brief? The single-minded proposition of course. This book provides some terrific lessons, insights and exercises to help agency strategists laser focus their efforts on writing the best single-minded proposition possible. A must read for any ad student or any ad strategist."
Mark Jensen, Lecturer, Hubbard School of Journalism and Mass Communication University of Minnesota
"It's the numerous examples and detailed how-to write a brief that make this book worthwhile. The chapter on Paul Feldwick and Lance Saunders should be required reading for students, agencies, and especially, for clients."I highly recommend this book to anyone looking to deepen their understanding of advertising from a true expert.
Hart Weichselbaum, Consumer Insights and Brand Strategy, The Planning Practice Chicago, IL