The Care and Feeding of Ideas

In 1971, as an advertising copywriter, Backer conceived and developed the famous Coca-Cola ad that features an international group of people singing ``I'd like to buy the world a Coke and keep it company.'' Now president and executive creative director of the ad agency Backer Spielvogel Bates Worldwide, he calls on his expertise, including work on the ``Just Say No'' anti-drug campaign, to discuss how ideas can best be discovered, executed and marketed. Citing a series of Backer's Laws (e.g., ``Failure carries more weight than success '' ), he plumbs his knowledge of advertising to examine the way creative ideas can flourish in, and sustain, the corporate culture. With its often provocative angles (``Radio was always the medium that gave one's imagination the best workout'') and insider's view of such ad campaigns as those featuring ``Millertime'' and ``It's the Real Thing'' (also for Coke), this well-written, if sometimes slow-paced book should post solid trade sales. Illustrations not seen by PW. Author tour. (May)