Truth, Lies, and Advertising: The Art of Account Planning: 3 (Adweek Magazine Series)

The answer is simple. If you plan to get into, or plan to do some meaningful work in advertising, this book actually can help.

This book is goldmine, it helps you clear your notions and work with the basics, strong and powerful narration.

This was an excellent overview of the planning process and the advertising industry. It is well written, easy to understand, and accessible. This is great for people who are interested in or going into the industry to get a feel for what might be in store.

Très bon livre en anglais pour qui s'intéresse de près ou de loin à la publicité. Planneurs stratégiques, ce livre vous ira à merveille, John Steel y livre une vision très personnelle et très intéressante de ce que peut être ce métier encore très récent.

This book is such a great resource for students in advertising - especially for those of you out there pursuing account planning and strategic thinking. This book offers amazing insight into the entire process from ideation to brief writing. Loved the use of case studies throughout the book because they offered very tangible evidence of the ideas he argues throughout. I would highly recommend this book to anyone wanting clarification on what exactly strategy and account planning is all about.

O livro não perde tempo com jargões ou fórmulas. Em vez disso, apresenta de forma prática, como nascem grandes campanhas e como os envolvidos da agência devem atuar para alcançar o público atuando como parceiros estratégicos de negócios. Uma obra essencial para quem trabalha com comunicação.

Für jeden mit Marketing Beschäftigten - theoretisch ein Muss! Manchmal werden aber auch da Allgemeinplätze als die tolle Schöpfung produziert - eben Marketing/Advertising!