If You're Curious About These Questions...
You should listen to this audiobook
- What if the most important person in an advertising meeting isn’t actually in the room?
- Have you ever wondered why traditional market research often fails to capture what consumers really think?
- What’s the secret to bridging the gap between a client’s business goals and a creative team’s wildest ideas?
Listen to Truth, Lies and Advertising — Free Audiobook
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Key Takeaways from Truth, Lies and Advertising
- Discover how an account planner acts as the vital bridge connecting a client's business goals, the creative team's vision, and the consumer's actual needs.
- Learn why asking the obvious questions and avoiding restrictive surveys can save a campaign from disaster, as demonstrated by the New Coke failure.
- Understand the importance of observing consumers in natural, comfortable environments—rather than intimidating research labs—to capture their genuine thoughts and habits.
- Master the art of the creative brief by distilling complex consumer research into a single, powerful proposition sentence that guides the creative team.
- Find out how to translate deep consumer research into unforgettable campaigns by collaborating with creatives to polish and elevate your initial insights.
Truth, Lies and Advertising — Full Chapter Overview
Chapter 1: Recommendation
Chapter 2: Account planners connect clients’ business goals, the agency’s creative teams, and consumers’ essential needs today.
Chapter 3: The account planner steers creatives by conducting consumer research and analyzing the findings in depth.
Chapter 4: The account planner employs the creative brief to deliver a simple, powerful idea to the creative team.
Chapter 5: The account planner partners with creatives to weave client expectations into the overall campaign concept effectively.
Chapter 6: The author created the iconic “got milk?” campaign by following the account-planning process closely.
Truth, Lies and Advertising Summary & Overview
In Truth, Lies and Advertising (1998), leading account planner Jon Steel shares an insider’s insight into the world of advertising. For Steel, the creation of great ads is all about understanding the consumer, and his compelling behind-the-scenes anecdotes illustrate the role account planners play in developing a successful campaign.
Who Should Listen to Truth, Lies and Advertising?
- Anyone who’s starting out in advertising or planning
- Mad Men fans who want to understand how a real advertising agency works
- Business owners want to hire an advertising agency to develop a campaign
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