By Laurence Minsky
[The Copy Workshop, 2007. 480 pages, $47.50 paperback]
Reviewed by Matthew Green

The second edition of Laurence Minsky's How to Succeed in Advertising When All You Have is Talent is both an update and amplification of the original. A book for all those enraptured by the immense cultural space occupied by advertising, the book will prove not only relevant, but inspiring.

Minsky connects with many of the people who helped evolve advertising into an industry that takes seriously its role as author of genuinely creative and cultural products. To those outside the field, the names of Minsky's subjects—Alex Bogusky, Tom McElligott, Rich Silverstein, Nancy Rice, Lee Clow, etc.—aren't necessarily household, even if their words and images are. These are truly the giants of creative American advertising, and despite Minsky's own accomplishments in the field, this is their book. It tells their stories, offers their pieces of advice, and provides a look into their craft.

Contemporary advertising, at its best, is a practice that rejects formula. In turn, there is no formula for breaking into the field. The 18 people profiled here tell 18 authentically unique stories. This is not to suggest there are not common pieces of advice readers will find practical; there are. Foster your talent. Be inspired. Trust your intuition. Seek out any chance to practice your craft. It is, however, each person's unique take on how this advice can be manifested that makes this book stand apart from the standard “how to break in” fare it will be shelved next to.

Although it is not uncommon in his field, you can tell Minsky is not someone who “ended up in advertising.” He is not a copywriter who tried to become a screenwriter and failed. He is a creative who wanted to become a copywriter and succeeded. He loves advertising. He is an enthusiast. This book will serve as an inspiration to those who feel the same.