Chapter 13
Chapter 13 focuses on the physical execution of an ad concept, detailing the process from beginning to end. Barry begins by explaining how students are often expected to be a so called "agency of one", meaning they are expected to be able to produce the whole concept and execute it well instead of just creating the concepts. I find this particularly interesting as a student, because I am an agency of one for each project that I create in class, and I believe this is a valuable skill to possess. Aside from that, Barry gives several tips on where to begin, like keeping a visual scrapbook and to not make your finished piece look like it has been done on a computer. Next, he details bits about different types of logos and the anatomy of type and suggestions for commonly accepted typefaces. The necessity of a basic grid system and creating layouts follows next with some helpful hints as to how to begin with basic ideas and then expand them. Barry continues with technological suggestions and tips and concludes the chapter with questions that one should ask of each layout to determine its effectiveness.
Chapter 14
A short, but interesting chapter on how to present and sell one's work follows the chapter on execution. Barry speaks of how to make eye contact and communicate with clients and bosses as well as account people. These sections are very useful as each person will require a slightly different tactic when explaining your work to them. I found the idea of a mysterious prop intriguing and slightly confusing. I get that this prop is supposed to draw in the client, but Barry does not do the best job in explaining what this prop might or might not be.
