I Can Get It for You Retail: Down and Dirty Tales from a Canadian Ad Man [Hardcover]

I am a Marketing student and was recommended this book by a friend in the industry. I couldn't believe how insightful and relevant the book was. I learned more in a two hour read than I have in a majority of my courses this year. READ THIS BOOK!

I am delighted to say that this is an intelligent, fast-paced, intriguing, bold as shiny brass and heartfelt book about the Toronto and Canadian advertising business. Rick comes across as funny, gregarious, resourceful and about as full of energy as they get.

The book provides some interesting history about Rick Padulo and his family and how he got into the advertising business, before Padulo Integrated was formed. But at the heart of this autobiography are Rick's Nine Commandments of advertising, his great personal axioms and an inside look at three of the most successful ad campaigns (all Rick's) in Canadian history: Zeller's the Lowest price is the Law; Leon's Don't Pay a Cent Event and Black's Is Photography.

His Nine Commandments range from "Thou shalt make the usual unusual and the unusual usual" to "Thou shalt make the store the brand". He also has a rather curious commandment, "Thou shalt be non-competitive" which sounds like heresy in the ad world. Rick explains that Padulo Inc. by doing its own thing, coming up with something original and not trying to compete toe-to-toe with other marketers and promotors, ends up ahead of the rest through ingenuity.

The author's maxims are funny yet so completely applicable that they work instantly. For example, he says, "I'm looking for eagles that can fly in formation." Or how about, "The greater the adverisity, the greater the upside." Snappy, catchy, readily understood and immediately effective, these are the truisms that Rick has developed to meet the challenges of the fast-paced ad world.

The case studies for the big ad campaigns mentioned above are absorbing because Rick reveals some of his human touch and emotion that went into them. We find out about the various players and how the campaigns rolled out and why they are the enduring flagship slogans for these Canadian businesses.

So, grab a cold beer, a glass of fine wine or a cappuccino and sit down for a good, rewarding and exciting read. Advertising in Toronto and Canada had never been made more arresting or transparent.

The marketing industry has changed dramatically over time and too often not for the better. Marketers who have allowed procurement to determine which agencies they do business with and the terms of that relationship have walked away from one of the most dynamic opportunities to move the business forward. In his book Padulo, through his incredible story telling style, is sending a message to the marketing community to recapture the strategic and tactical magic between agency and client. Rick's style of "magic" is a true partnership that drives sustainable client profitability. Marketers...do yourself a favour and read this book. While some of what Rick lived as a young agency guy is no longer allowable, his principles and philosophy are even more critical today than they were in the 80's and 90's.