Last updated: April 14, 2012 12:17 am

No patience for virtue

The consummate adman answers queries posed by nameless readers and journalists in this illustrated, gilt-edged Q&A
 

Be The Worst You Can Be: Life’s Too Long for Patience and Virtue, by Charles Saatchi, Booth-Clibborn Editions, RRP£9.99, 160 pages

Charles Saatchi is the consummate adman. As co-founder of Saatchi & Saatchi, he came up with the 1979 Tory slogan “Labour isn’t Working” and defined much of the 1980s.

In 1985 he opened his first art gallery and in 1997 he propelled the Young British Artists on to the world stage with an exhibition at the Royal Academy suitably entitled Sensation.

Like Damien Hirst’s “The Physical Impossibility of Death in the Mind of Someone Living” – his infamous shark currently on show at Tate Modern in London – Saatchi is often regarded as something of an art-world predator, a very big fish in a pretty small tank.

Be The Worst You Can Be is an adman’s book: it’s an illustrated, gilt-edged Q&A, all style over substance. In it, Saatchi (rather selectively) answers questions posed by nameless readers and journalists, all the while glibly maintaining his enigmatic, controversialist and morally detached Oz-like alter ego.

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