In a special episode of What Next?, best-selling author of Can't Sell, Won't Sell: Advertising, Politics and Culture Wars, Steve Harrison returns to discuss his new book which is about an unsung hero in the history of advertising: Howard Gossage.

As you'll discover, Gossage got to “interactive advertising” in 1964. Back then, he was also pioneering the publicity and unpaid media-generating stunts that dominate our award shows today.

But Steve says his hero’s biggest lesson for us is this: if you want to attract, involve and engage your audience you must realise you are in showbusiness.

After a decade dedicated to soulless data and po-faced purpose, Gossage teaches us that advertising works best when it is entertaining. And, as Steve suggests, in him you have an entertainer who wrote the most imaginative, irreverent, funny - and effective ads you’ll ever see.

The Howard Gossage Show: and What it can Teach You About Advertising, Fun, Fame and Manipulating the Media, by Steve Harrison and Dave Dye
www.amazon.co.uk/Howard-Gossage-Show-advertising-manipulating/dp/0957151535/
Check out Gossage Ads here!
https://lion.box.com/s/h1yhe3apx5pjc6ue4ntd2wlr2h9eqioh