Truth, Lies, and Advertising: The Art of Account Planning: 3 (Adweek Magazine Series)
£28.40£37.10 (-23%)
A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, “got milk?” and others.
The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large.”
Read more
Additional information
| Publisher | 1st edition (16 Mar. 1998), Wiley |
|---|---|
| Language | English |
| Hardcover | 320 pages |
| ISBN-10 | 0471189626 |
| ISBN-13 | 978-0471189626 |
| Dimensions | 16 x 3.05 x 23.11 cm |
by Chris Buckingham
Little dated now but still worth read.
by H Weatherhead
Arrived as promised
by davefikkert
Excellent book, sharp, funny and a must read for people who want to understand more about advertising
by RedEGazelle
Another excellent text from JS. Wish he would write more.
by eatmyphilosophy
Superbly well-written, highly informative, totally entertaining. I was simultaneously laughing out loud and taking notes.
by John G
best intro to advertising planning I know (And I’ve read a few)
by Wentworth C.
Great book. very interesting ideas.
by @alexaugs
An absolute must for anyone looking to work in Planning or for developing Account Managers