"Has the Digital Revolution really disrupted every language, cutting the tie with the methods and approaches established in advertising's Golden Age, or has something perhaps been lost in the transition from analogue to digital?
Browsing through the pages of this volume, we will maybe feel a bit like explorers hunting for mysterious lost treasures: we'll go back to the origins of Real Time Marketing through the immortal print ads by Bill Bernbach, we'll be fascinated by the sophisticated, seductive and unbeaten storytelling of David Ogilvy and we will be surprised to find all the sassy quality of a meme in Tom McElligott's sharp and charming copy.
Keeping Advertising Burning is a great occasion to rediscover the extraordinary and eternal modernity of advertising's language, also through the masters' legacy. It's a manual full of epiphanies, discoveries, revelations, to regain a solid and shared culture of communication planning, of a set of reliable and fundamental knowledge, and of creative tools and methods with proven efficacy, useful and valuable also and above all in the evolving and sometimes confusing digital scenario, that seems to deliver copywriters and art directors to obsolescence, after each technological innovation. Let us therefore continue to keep the flame of advertising burning, to recover certainties that may guide the creative planner in any time and context, like a polar star guides the mariner's route. Because it's exactly in long and frightening stormy nights that one must resort to ideas and techniques to translate logic into magic.
Keeping Advertising Burning was conceived with the goal of giving a solid and practical support to students as well as specialised professionals in every field of the construction of communication: copywriter, art director, content designer and whoever may be involved in the development of advertising contents." (Diego Fontana - creative director)

Marco Lombardi, Former president of the Y&R (WPP) agency, is a teacher of Creativity at the International University of Languages and Media (IULM, Milan).