Truth, Lies, and Advertising: The Art of Account Planning / Edition 1by Jon Steel, Steel
"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." Lee Clow, Chairman/b>… See more details below
"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide
"A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time." Geoffrey Frost, Director of Global Advertising, Nike Inc.
"Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising." Jane Newman, Partner, Director of Strategic Planning, Markley, Newman, Harty
"The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners." Rob White, Director of Planning, Fallong McElligott
"... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." David Wheldon, President, BBDO Europe
"Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it agains the norms, the answer is the same Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising." Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York
Table of Contents
No Room for the Mouse: The Failure to Involve Consumers inAdvertising Communication.
Silent Partners: Account Planning and the New ConsumerAlliance.
The Blind Leading the Bland: Advertising Follows Research...in theWrong Direction.
Peeling the Onion: Uncovering the Truth and Stimulating CreativeIdeas through Research.
The Fisherman's Guide: The Importance of Creative Briefing.
Ten Housewives in Des Moines: The Perils of Researching RoughCreative Ideas.
Serendipity: "Got Milk?" Acknowledgments.
About the Author.
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