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Geoffrey Frost, Director of Global Advertising, Nike Inc.
"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.
Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.
"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, Merkley, Newman, Harty.
Inside This Book
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First Sentence
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This may seem like a strange way to start a book about advertising, but I have a degree in geography. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most helpful customer reviews
5.0 out of 5 stars
HighlyRecommended!,
By
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Hardcover)
Successful ad campaigns are not linear developments where a business need meshes straightforwardly with an effective creative approach and actually produces successful tangible results. Instead, building memorable, provocative advertising campaigns is such a complex, political task, both rational and emotional, that a successful campaign is a wonder. Veteran advertising expert Jon Steel contends that building a good campaign is the common sense responsibility of the account planner - the new nexus of the consumer, agency creative staff, client and researchers. Steel shows the pitfalls of misguided research and creative arrogance as he explains that a good business-oriented account planner can help produce wonderfully effective, often simple, ad campaigns. His witty, erudite book concludes with its best case study: a look inside the successful "Got Milk" campaign for the California milk industry. We recommend this book to those who buy and sell advertising and to anyone working at an ad agency.
5.0 out of 5 stars
Best book on account planning we've seen yet.,
By
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Hardcover)
Another Outsource Marketing firm favorite! A great book about communication planning written by Jon Steel, the Brit who heads account planning for Goodby Silverstein & Partners. Steel and his agency are best known for developing the "got milk?" campaign. Truth, Lies & Advertising describes the process of gathering consumer insights and turning them into potent communications. It offers great advice about developing advertising objectives, using consumer research, and working with creative people. Steel writes with enthusiasm and sympathy for the creative process, but he's also savvy about business realities and committed to results. If you've ever struggled to reconcile the art of creative with the science of business, this book should interest you.
5.0 out of 5 stars
Connections That Will Surprise You,
By "olisiwa" (Portland, OR United States) - See all my reviews
This review is from: Truth, Lies, and Advertising: The Art of Account Planning (Hardcover)
Anyone who's witnessed or participated in the generally rancorous discussions that go on between the creative people in advertising agencies and their research counterparts would do well to read this excellent book.Mr. Steel admits that as an account planner he is very much a believer in consumer and advertising research. Yet, the agency where he practiced prior to writing this book is one of the most creatively-driven and award-winning in the business. So what gives? If creativity and research are such natural antagonists, how could he (and research) have flourished in that environment? Well, as he patiently explains and clearly illustrates with many examples, the problem isn't with research per se. The problem is with how the research is conducted, by whom and to what purpose. Done wrong, it is, as he puts it: "the blind leading the bland". Whereas done properly, research can not only save the creative people's most unexpected and outrageous ideas, it can even make them better and more effective. Naturally, this is a book any account planner will want to read, if for no other reason than the extraordinary chapter devoted to preparing a truly exceptional creative brief. But anyone involved in the ad agency/client loop will benefit from it because at the very least, it will help you determine if the account planning you're currently getting is real account planning or just tired, old research with a spiffy new name.
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