AN INSIDE LOOK

Folks in the advertising world love to talk.

Which is lucky for Lisa Hickey, who recently completed her new book, Design Secrets: Advertising. Hickey took six months to conduct hundreds of interviews and secure permission from clients, agencies and actors to reprint work from some of the most memorable campaigns since 1997 for her book.

“I tried to get a few different perspectives by interviewing clients, directors and creatives,” said Hickey, who is CEO and founder of Velocity Advertising, Boston.

Launching this week, Hickey’s new tome explores the creative thinking behind cam paigns such as Arnold’s Volkswagen work and TBWA\Chiat\Day’s spots for Levi’s. The book also showcases storyboards from Guinness, E*Trade and Corona campaigns.

“I was surprised at how many people thank their lucky stars that they created something great—even though these are [talented] people at good agencies,” said Hickey.

The book, published by Gloucester, Mass.-based Rockport Publishers, is part of a series. Previous titles have included Design Secrets: Architectural Interiors and Design Secrets: Office Spaces.