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Review
"Antony is a renaissance media executive, as clearly illustrated by his incisive, informative and very interesting take on one of the most important new media functionalities." - Mike Donahue, Executive Vice President, AAAA
"The beauty of this book is it doesn't pick sides with creative or media. They should be connected if your brand is going to succeed. Antony Young argues that the new-and the best- way to grow your brand is through communications planning that drives brand marketing "across" platforms. Read it and think...then rethink your strategy." - Amy Falkner, Associate Dean for Academic Affairs and Associate Professor of Advertising, The Newhouse School, Syracuse University
"An indispensable playbook for connecting with consumers in a world gone digital. You have to consider "how" you are going to reach consumers before you decide "what" you're going to say. This provocation alone makes Young's book one of the most penetrating treatments of digital communications strategy yet written." - Kevin Roberts, CEO Saatchi & Saatchi Worldwide
"Marketers need to think differently if they are going to survive the digital age. Everything is changing - the way brands are bought and sold, the way people discover and talk about them, and the way advertisers need to sell them. Antony Young shows how planners must never lose sight of this central goal and urges them to stay focused on business results. Read this and maybe you will." - Andrew Green, Chief Marketing Officer, Ipsos MediaCT
"A must-read to help navigate the turbulent and challenging realities of a business that is being radically altered by the digital revolution. Young presents coherent and logical insights and strategies for managing in an increasingly complex business environment. I highly recommend this book for those who are engaged in the ecosystem of brand marketing, whether they're just starting in the business or have had a decades-long career." - Jack Myers, Media Econom
"The beauty of this book is it doesn't pick sides with creative or media. They should be connected if your brand is going to succeed. Antony Young argues that the new-and the best- way to grow your brand is through communications planning that drives brand marketing "across" platforms. Read it and think...then rethink your strategy." - Amy Falkner, Associate Dean for Academic Affairs and Associate Professor of Advertising, The Newhouse School, Syracuse University
"An indispensable playbook for connecting with consumers in a world gone digital. You have to consider "how" you are going to reach consumers before you decide "what" you're going to say. This provocation alone makes Young's book one of the most penetrating treatments of digital communications strategy yet written." - Kevin Roberts, CEO Saatchi & Saatchi Worldwide
"Marketers need to think differently if they are going to survive the digital age. Everything is changing - the way brands are bought and sold, the way people discover and talk about them, and the way advertisers need to sell them. Antony Young shows how planners must never lose sight of this central goal and urges them to stay focused on business results. Read this and maybe you will." - Andrew Green, Chief Marketing Officer, Ipsos MediaCT
"A must-read to help navigate the turbulent and challenging realities of a business that is being radically altered by the digital revolution. Young presents coherent and logical insights and strategies for managing in an increasingly complex business environment. I highly recommend this book for those who are engaged in the ecosystem of brand marketing, whether they're just starting in the business or have had a decades-long career." - Jack Myers, Media Econom
Product Description
Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
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6 reviews
3 of 5 people found the following review helpful
The right book at the right time
6 Jan 2011
Format:Hardcover
The emergence of the Internet has fundamentally transformed the media landscape. Clients, advertising agencies and media agencies have been scrambling to apply a greater degree of analytical objectivity to the traditional communications process and simultaneously apply a greater degree of subjective creativity to the increasingly diverse media landscape.
Antony Young's book provides a roadmap for success in 21st century media planning. He explains clearly what makes today's communications planning different from old fashioned media planning, and he provides the tools and insights to help any company do it a lot better. Advertisers and marketers owe Mr Young a great deal of gratitude. This is the right book at exactly the right time.
Antony Young's book provides a roadmap for success in 21st century media planning. He explains clearly what makes today's communications planning different from old fashioned media planning, and he provides the tools and insights to help any company do it a lot better. Advertisers and marketers owe Mr Young a great deal of gratitude. This is the right book at exactly the right time.
3 of 5 people found the following review helpful
A "MUST-READ" for Anybody Who Aspires to Deliver Successful Communications to Consumers!
4 Jan 2011
Format:Hardcover|Amazon Verified Purchase
There are a million seminars, workshops, articles, and blogs about "social media", "how to effectively reach your customer", etc. etc.---But if you are currently in the field of advertising/marketing/media--and this includes those who produce the "creative message"---or if you are a student considering this profession: READ THIS BOOK---and SAVE YOURSELF A LOT OF TIME AND MONEY skipping many of the aforementioned seminars, etc.
Mr. Young does an elegant job in his simplicity of explaining, illustrating, and bringing insight into successfully identifying the complexities of both finding specific consumers and penetrating through the noise and clutter to touch them with the brand's message.
In short, if you are smart---this book will make you smarter!
(And you will not only become, but will want to hire "T" people!)
Mr. Young does an elegant job in his simplicity of explaining, illustrating, and bringing insight into successfully identifying the complexities of both finding specific consumers and penetrating through the noise and clutter to touch them with the brand's message.
In short, if you are smart---this book will make you smarter!
(And you will not only become, but will want to hire "T" people!)
1 of 2 people found the following review helpful
A CEO who delivers a great learning experience
9 July 2011
Format:Hardcover|Amazon Verified Purchase
Antony's one of those at the top who gets it. Media has changed forever and that means a lot of work for the laggards to catch up and a lot of work for the leaders to stay ahead. His (and his agency's) take on the new world order is a must read for those buying, selling, planning, deciding and leading media.
I work on the other side of the desk but plan to modify my approach to dealing with our customers based upon many of the learnings I pulled from Brand Media Strategy.
I work on the other side of the desk but plan to modify my approach to dealing with our customers based upon many of the learnings I pulled from Brand Media Strategy.
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