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Book Reviews
Truth,
Lies and Advertising: The Art of Account Planning
Published
by Adweek and written by Jon Steel, this book is
an enthusiastic, irreverent and insightful look at what
it takes to produce great advertising. It is written from
the perspective of an advertising agency account planner,
but contains lessons for us all.
It
begins by looking at an often overlooked essential - the
need to involve the consumer in advertising development
- and the disasters that can take place when the consumer
is forgotten.
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Packed with great anecdotes and illustrations,
the book goes on to cover how research can be used,
often wrongly (this section is titled 'The Blind
Leading the Bland'!)
Steel then looks at how to uncover the truth and
stimulate creative ideas through effective research,
the creative briefing process, and how to manage
creative development.
Finally, he looks at just how good advertising can
be, when it all goes right!
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Click on item to purchase
at Amazon |
Here's
a summary of the chapter headings:
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The
Failure to Involve Consumers in Advertising Communication |
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Account
Planning and the New Consumer Alliance |
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Advertising
Follows Research ... in the Wrong Direction |
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Uncovering
the Truth and Stimulating Creative Ideas Through Research |
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The
Importance of Creative Briefing |
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The
Perils of Researching Rough Creative Ideas |
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Serendipity
' Got milk?' |
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.
...
I was glued to Jon's book. Best practice, common sense,
and extraordinary intelligence throughout.
David
Wheldon, President, BBDO Europe
Highly
recommended for anyone involved in advertising. Buy it
at Amazon.
Brand Manual
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