A BOOK REPORT:

Junior [Writing Your Way Ahead in Advertising] with Foreword by Jeff Goodby.

It's not every day you read an advertising book titled "Junior" and it makes your creative director brain tingle with a mixture of delight and professional jealousy.

That's how Thomas Kemeny's advertising book struck me. Whipple-like in its mastery but nothing like Luke Sullivan's equally remarkable book which is an advertising classic, a textbook, and at the top of the must-read, food-for-thought chart.

No matter your level, you'd be crazy not to buy a copy "Junior".

Buy two, in fact, because it's not likely to be returned if you loan it out. And if you leave a copy unattended in a creative department, well let's just say your D&ADs have a better chance remaining in your inspiration arsenal.

Don't let the title fool you. This is no junior-level primer. Nope. It's industrial-strength, real-world wisdom from a guy who's been gainfully employed at the best shops in the country. Anyone will learn a ton from it. I did.

Did I mention it's extremely well written and phenomenally well-designed? I also love the format. Bite-size chunks of wisdom without a hint of self-adoration.

But all that said, the sheer volume of useful advice is the real prize.

Dare I say he may have just written the modern stepping stone from Luke Sullivan's "Hey Whipple"? He has certainly raised the bar on great advertising advice books in my estimation, and this just as I'm getting ready to publish my own advertising survival guide.

Double-damn you twice, Mr. Kemeny. The bar has been set.

Bravo.