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Truth, Lies, and Advertising: The Art of Account Planning Hardcover – Mar 13 1998
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". . . I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout." -David Wheldon, President, BBDO Europe. -- David Wheldon, President, BBDO Europe.
"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. -- 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, Merkley, Newman, Harty. -- Jane Newman, Partner, Director of Strategic Planning, Merkley, Newman, Harty.
"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 against 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. -- Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York.
"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, Fallon McElligott -- Rob White, Director of Planning, Fallon McElligott
From the Publisher
Jay Chiat, founder of the prestigious Chiat/Day advertising agency (which created campaigns for the Energizer Bunny and Fruitopia) called it "The best new-business tool ever invented." A newly defined discipline that combines aspects of four traditionally separate areas of advertising and marketing, account planning is one of the hottest topics in advertising today. This book by account planning pioneer Jon Steel provides advertising professionals and marketers with their first practical look at a tool that is reshaping the ad industry.See all Product Description
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Top Customer Reviews
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.
Forget that Steel is writing about an advertising agency discipline called 'account' planning. The lessons herein are much more important than that! A more descriptive term, and one that might gain Steel's ideas more universal acceptance, would be, 'brand' planning, which is exactly what Jon Steel describes. In other words, Steel advocates a strategic process for planning how you listen and communicate with customers...thereby profiting from a mutually beneficial relationship.
In the process, Steel debunks many myths including the infallibility of "research". In fact he demonstrates that ill-conceived research, or research that's poorly conducted can lead us to absolutely wrong conclusions. The book is filled with humorous, but true misadventures of qualitative and quantitative research that's gone terribly wrong.
More than anything, this book makes the case for quality listening. If you ask the right questions, in the correct environment and at the right time, customers will tell you exactly what will positively motivate them. And if you use, but don't abuse, that information you will be able to deliver genuine value and prosper as a result.
Everyone who's ever practiced advertising makes claims to being a "strategist", but Steel takes marketing strategy to new levels. To start with, he exposes many of the lies, myths and platitudes than run rampant through this discipline. In particular, he shows how well-intentioned "research" can actually mislead the advertising practitioner if the research isn't properly conceived, conducted and analyzed. In the end, it takes listening, insight, awareness and talent to see through these "true lies".
But fear not, the book lays out a clear and understandable methodology about how to look at a company, it's products, services, benefits, competitors and markets. It gives straight forward advice on how to create a no-nonsense plan that will actually work! And it illustrates these points with anecdotes and stories that are entertaining and enlightening.
In the end, it does not matter how "creative" an ad may be. What matters is the return you get on your marketing investment! If you read this book, you'll be well on your way.
Most recent customer reviews
Another Outsource Marketing firm favorite!
A great book about communication planning written by Jon Steel, the Brit who heads account planning for Goodby Silverstein &... Read more
This was pretty good. I was annoyed with the first half of the book because the author wastes time with irrelevent tangents and self-indulgent anecdotes. Read morePublished on June 2 2003 by D. Berzack
This is a book about a discipline that is still considered to be somewhat mysterious in advertising. Read morePublished on Dec 27 2002 by Jay Friedman
After having the opportunity to see Mr. Steel speak, I was impressed with a few things, his rather large ears, his bad haircut, and his incredibly 'huge' brain. Read morePublished on July 7 2002 by H. Mitchell Kanner
I teach advertising to MBAs at a business school, but I used to be an agency account executive. I have been looking for something for my students to read that gives them a real... Read morePublished on May 27 2002 by bensmomma
A useful and provocative survey of the discipline of account planning. While a little short on techniques, it manages to create a compelling argument for planning, and may be... Read morePublished on Sept. 7 2001 by Jeff J. Ong
It is worth the buying just for the chapter on creative briefs. Put an end to those 12 pagers, and start writing/reading helpful briefs!Published on July 19 2001 by David Bellerive
Intrusive, obnoxious, impersonal, insincere and arrogant are all adjectives, which have been attached to the world of advertising. Read morePublished on Feb. 29 2000 by Richard Whitney
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