Download Truth, Lies, and Advertising: The Art of Account Planning, by Jon Steel
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Truth, Lies, and Advertising: The Art of Account Planning, by Jon Steel
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"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers' hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising.
A witty, erudite raconteur and teacher, Steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the BS and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. He draws upon his own experiences and those of colleagues in the United States and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.
The message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. And also makes an evening in front of the television easier to bear for the population at large."
- Sales Rank: #58403 in Books
- Brand: Brand: Wiley
- Published on: 1998-03-13
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x 1.10" w x 6.35" l, 1.13 pounds
- Binding: Hardcover
- 320 pages
Features
- Used Book in Good Condition
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.
From the Back Cover
"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings -- not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people." -- Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide
"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.
"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, Markley, 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, Fallong McElligott
"... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout."-- David Wheldon, President, BBDO Europe
"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 agains 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
About the Author
Jon Steel is Director of Account Planning and Vice Chairman at Goodby, Silverstein & Partners, an advertising agency whose clients include American Isuzu Motors, Anheuser-Busch, the California Milk Processors ("got milk?"), Hewlett-Packard, Nike, Polaroid, and Porsche. Jon began his career in advertising as a 21-year-old account planner with the English agency Boase Massimi Pollitt. By the age of 26, he was appointed to BMP's board of directors. In 1989 he left the United Kingdom to become the first Director of Account Planning at Goodby, Silverstein & Partners in San Francisco. He has been profiled by Adweek as "West Coast Executive of the Year," by Advertising Age as an "Agency Innovator," and by San Francisco Focus as one of the 100 smartest people in the Bay Area. In 1995, Jon Steel was inducted into the American Advertising Federation's Hall of Achievement for executives under 40.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Five Stars
By nidhi
Great
6 of 6 people found the following review helpful.
Connections That Will Surprise You
By A Customer
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.
5 of 5 people found the following review helpful.
Best book on account planning we've seen yet.
By Patrick M. Byers
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.
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