Prologue
THE COMPETITIVE LANDSCAPE
Chapter One: My Long G’Island Accent ………………..p.6
Chapter Two: Boy Friday Becomes Ad Boy…………..….p.23
THE STRATEGY
Chapter Three: Big Dreams, Big Personalities and Andy Warhol…….p.33
THE PITCH
Chapter Four: Our First Real Office, Solid Gold………….p.48
Chapter Five: My Most Un-Favorite Year…………………p.63
Chapter Six: I Almost Did It My Way………………….….p.76
Chapter Seven: Expect the Unexpected…………………….p.88
Chapter Eight: Adland……………………………………...p.103
THE CAMPAIGN
Chapter Nine: Go West, Young Man………………………..p.110
Chapter Ten: If You Can Make It Here, Buy Prozac!.............p.133
Chapter Eleven: The Best Stuff Doesn’t Get Any Better……p.147
Chapter Twelve: The Most Fun You Can Have with Your
Clothes On………………………………………………….p. 162
Chapter Thirteen: Ice, Ice, Baby…………………………….p.185
Chapter Fourteen: In the Name of Love……………………..p. 196
BRAND EXTENSION
Chapter Fifteen: Innovation Tastes Great…………………..…p.205
Chapter Sixteen: When You Have a Great Idea- Bottle It!.......p.219
Chapter Seventeen: If It’s Going to Happen, It’s Going to Happen in New York……………………………………………………………p. 225
Chapter Eighteen: Pass the Torch……………………………...p. 230
Epilogue
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