Here’s a question you may have asked: Should we be making things people want rather than making people want things?

Here’s another: How do we ‘do’ innovation? And perennial fave: How can copying make you more original?

Here’s one that everyone has muttered under his/her breath:  What the f**k do clients know about great advertising?

And here’s the book that discusses all of these: Hacker, Maker, Teacher, Thief: Advertising’s Next Generation.

Three Australians – M&C Saatchi Group innovation director Ben Cooper, Reactive creative director, Tim Buesing, and Bridget Jung, chief creative officer of Digitas Paris – have written chapters in this third book from global adland collective, Creative Social. The first, Digital Advertising Past, Present and Future was published in 2010. The second was The Best Piece of Advice Ever, published in 2012.

Cooper’s chapter is called ‘Emotional Intelligence, Balancing Data & Creativity’ and it explores two key questions:

1. Where does creativity exist when everything becomes automated and targeted?
2. Are we in danger of stifling outcomes with predictions based on our prior interactions?

Buesing’s chapter is titled ‘Proving MC Hammer Wrong’

Jung examines the idea that ‘Ideas are Gifts, not Possessions’.

M&C’s Cooper commented, “Creative Social has always been a champion for inspiration, creating a forum and platform for the world’s most forward-thinking creative minds.

“This book is a testament to that with 35 essays that give a unique viewpoint on the now and next. I’m proud to have made the cut and hope readers enjoy my perspective on data and creativity.”

Chief creative officer of Ogilvy China, Graham Fink, noted, “Less of a book and more of a lively debate. So rather than read it, ‘listen to it’ and get stuck in. It’ll make you want to ask questions, nod vigorously and heckle from the back.”

Google Creative Partnerships marketing director, Ben Malbon, stated, “A punchy, provocative and perceptive trip through some of the bigger debates of the moment, from a gang of the most pioneering creative minds in and around the industry. As a collection, it’s like an idea grenade. It should be required reading for agency CEOs and leadership teams.”

The book is available from Lulu with an Amazon release to follow in October.