Some old rules of advertising still exist and they will forever be young. Clutter breaking out-of-the-box creative juices were in need for always and will continue to be the most hankered after stuff for the respective agency team leaders. Over the years brainstorming and ideation remain as the most important result oriented modus operandi to be creative.
There is a big book on creative advertising, conservatively I would say, the book is great. It has dealt with the successful brands and their methodology to go on top. Be it magazine, outdoor, television, film or new media like internet the writer has put up more than 20o case studies on international advertising.
There are also interviews with international leading advertising lights. Good read for people from advertising industry. It certainly has some mass yet focused appeal (very difficult, isn’t it, means something for everybody, not lot of things for somebody, hehe) so can be a decent helping hand from copywriters to media planners and creative designers to enthusiasts (read students) to advertising.