George Lois: The Big Idea by George Lois

The legendary George Lois is the most creative, prolific advertising communicator of our time. Running his own ad agencies, he is renowned for dozens of marketing miracles that triggered innovative and populist changes in American (and world) culture. In his twenties he was a pioneer of the landmark Creative Revolution in American Advertising. He introduced and popularized the Xerox culture; he created the concept and prototype design for the New York supplement for the Herald Tribune (the forerunner of New York magazine); made a failing MTV a huge success with his “I Want My MTV” campaign; helped create and introduce VH1; created a new marketing category, Gourmet Frozen Foods, with his name Lean Cuisine; and (by inventing yet another new marketing phenomenon) persuaded America to change their motor oil at thousands of Jiffy Lube stations. He made the totally unknown Tommy Hilfiger immediately famous with just one ad; and saved USA Today from extinction with his breakthrough “singing” TV campaign. In 1994, almost overnight, he changed the perception of ESPN from a “Demolition Derby” sports channel to the number one sports network with his dynamic “In Your Face” campaign. Additionally he created the winning ad campaigns for four U.S. Senators: Jacob Javits (R-NY); Warren Magnuson (D-WA); Minority Leader Hugh Scott (R-PA); Robert Kennedy (D-NY). His list of breakthrough ad campaigns goes on and on. The only music video he created, Jokerman by Bob Dylan, won the MTV Best Music Video of the Year Award in 1983. And in 2008, the Museum of Modern Art installed 38 of his iconic Esquire covers in its permanent collection, celebrated by a year-long exhibit: George Lois: The Esquire Covers @ MoMA.

240 pages
230 illustrations
English language
Released in September 2008
W 22.47 x L 31.29 x D 2.79 cm
Hardcover with Jacket
ISBN: 9782759402991
2.268 kg

The illustrated market has become integral to the worlds of luxury, fashion and design. Assouline has actively contributed to this growth by creating the highest quality book-objects whose distinctive graphic identity and editorial savoir-faire have captured imaginations, addressing new themes in a contemporary manner.  The brand, with its style and vision, is a true pioneer. Beginning in the mid-90s, Assouline brought the illustrated book market to life with products that were modern, luxurious and creative. Today, the luxury book market has become an indispensable tool for luxury brands. Because of decreased visibility in print publications whose distribution has dramatically plummeted and the rise of digital media and “influencers,” luxury brands need a “tangible” product to define their DNA and position themselves in the marketplace. This presents an opportunity for brands to describe their heritage, define their style and bring their creations to life for their international clientele as well as the business world.