Hacker, Maker, Teacher, Thief: Advertising's Next Generation

Advertising is such an interesting discipline because it mirrors changes in our culture very rapidly and visibly. In some ways, it's the canary in the coal mine. Looking into the future of advertising gives insight into the possible future of culture. One of the things I enjoyed most about this book was the concept of seeing everything as a hack - in the most positive sense - what is the shortest and most functional route forward? How do you make gains rapidly and responsively? I have the sense that we are seeing the end of an old world characterized by slow progress, caution, the glacial pace of institutions. And instead, a new world of rapid development, vibrant and vital creativity... Where that leaves old practices and institutions is an interesting question. But the genie is out of the bottle now. This book gives the feel and flavour of that fact.

I'm not a big fan of business books. I've read some very good ones, but I have generally found that the majority peddle the same old crap and offer nothing new or profound.However, I put all my cynical thoughts to one side and picked up a (signed) copy of Hacker, Maker, Teacher, Thief: Advertising's Next Generation at the launch event and spent a few days reading it, and then re-reading it.Advertising, I think it's fair to say, has been searching for a long time for what it is that defines it in this post-digital world. Does the latest book from the Creative Social stable shed any light on what that definition should be in the future?Split into four main categories, the essays explore Creativity, Culture, Education, and Innovation within this weird industry we call advertising.Yes, certainly there are many essays among the 35 that make up the book that really do have some fantastic ideas on what advertising is becoming. There are answers, philosophies, opinions and all manner of ideas spread throughout. There are also some that peddle the same old crap, or are simple navel-gazing pieces from the contributors. Thankfully, the latter are few, and to be honest it could well be my own personal bias that makes me dislike two, or three, or four.Even with some of those essays I really enjoyed reading, I still had my own ideas, thoughts and interpretations that didn't chime perfectly with the author's. That's a good thing, as it means they made me think.What I found most important about the book is that no one has a definitive answer, which means there is scope to define your own interpretation of what creativity, advertising, communications, et al, will be as we progress. The only thing most contributors can agree on is that what we once called advertising is no longer what we think of as advertising now.This isn't a book to absorb and parrot back to people down the pub, or on Facebook, Twitter, etc. It's designed to make you consider things, to begin to form your own opinions on what the future holds for the industry - and those who choose to work within it.As the quote from Graham Fink says on the cover: "[This is] less of a book and more of a lively debate. So rather than read it, `listen to it' and get stuck in. It'll make you want to ask questions, nod vigorously and heckle from the back."Buy it. It'll do exactly what Mr. Fink says on the cover.

As a young creative in the advertising world, I am very aware that the industry is at a pivotal moment of change, and this can be a challenging but exciting time for a generation to start their careers in. This book captures that moment perfectly by offering different views of what could be to come, and what we would need to get there.I came across this book after reading one of its essays online - Ben Cooper's essay on the interplay of data and creativity. This is one of the many topics the book covers, which is split into six sections: Advertising, Creativity, Culture, Education, Innovation, and Future.Each of the sections aptly creates discussions around the key areas effecting someone working in the advertising industry today; the essays work well individually but also together in generating a discussion (and sometimes debate) as to what the role of advertising is as it stands, and where it will be in the next five years.This certainly isn't a book to be 'learnt', but rather a set of ideas aimed at evoking thought and discussion around the topic. It encourages you to develop your own thoughts and make your own opinions - there is no definitive 'answer' as to what the future holds, but rather a selection of offerings of what it could be. Though it may look to the future and 'the next generation', the book itself is a pretty in-depth snapshot of how the current advertising generation's experts view the industry as it stands today.

I have never read a book with such a vast array of advertising geniuses all packed in under one cover.Reading this book gave me a great understanding of the advertising industry and how it operates today. From the creativity, to the culture, innovation and the future.HMTT is a must-have for any aspiring Ad-Person who wants to enter the industry with some first hand knowledge from industry professionals.

Get an insight into current industry thinking around umbrella topics affecting the world of communications today. Emotive, discursive, informative, impressive, a must read.

Insightful, funny and brilliant.