". . . 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.
"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
A terrific book on advertising from Goodby Silverstein
Jon Steel is Director of Account Planning and Vice Chairman at Goodby Silverstein & Partners, the ad agency that created the witty and memorable "Got Milk?" campaign for the California Milk Processors, as well as great ads for Polaroid, Porshe, Nike, Pepsi, Anheuser-Busch, and Hewlett-Packard. This book shows how account planners have become a key component to campaign development...account planning is the most significant change in the advertising industry in the last 30 years. Account planning requires equal part researcher, account executive, creative, and surrogate customer. Planners can get into consumers' minds and discover how they relate to particular brands, products, and categories. This book describes some of the techniques of finding real consumer insights and suggests that simplicity, creativity, and common sense are the most important ingredients for success.