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Chapter Overview
Chapter 1: AudiobookHub 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.
Description
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
- 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