Best book to learn about the creative side of advertising?

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Hey Whipple, Squeeze This! is a great book for copywriting. Would also recommend The Advertising Concept Book - in a more general way it takes you through what makes great campaigns work.

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Advertising: concept and copy

And The Copy Book!

Where the Suckers Moon. It's everything what not to do when working on a campaign.

Literally everything by Dave Trott.

Re-reading Hey Whipple, Squeeze This and I forgot how much this book is everything you need to know.

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