Thriller Author Patterson Gets Back Into Ads

Novelist takes a more active role in marketing his upcoming book campaign

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James Patterson knows too much about advertising to leave it to publishers.

So, when the former JWT creative director markets his books—such as the upcoming campaign for his children’s novels—he transforms from best-selling author to agency client. Most authors on his level spend their own money on ads, but he takes it further. Working with New York shop The Concept Farm, Patterson approves creative concepts and oversees casting. And, for this campaign, he even selected the book passages featured in the ads.

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