Truth, Lies, and Advertising: The Art of Account Planning

Truth Lies and Advertising The Art of Account Planning 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 disc

  • Title: Truth, Lies, and Advertising: The Art of Account Planning
  • Author: Jon Steel
  • ISBN: 9780471189626
  • Page: 279
  • Format: Hardcover
  • 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 bJay 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.

    One thought on “Truth, Lies, and Advertising: The Art of Account Planning”

    1. There are about a billions books like this, but each one that makes it on a respectable list usually has a nugget or two. There were a couple gems in here that had me pausing and starting out the window, thinking about my job. That's enough.

    2. No one cares about your brand. I think that's the key message from this book, a message that anyone who sells (directly or otherwise) things for a living needs to bear in mind. Most of your customers don't care about your ads or your product's glorious features. Most of them merely have needs or desires they wish to satisfy, but this doesn't stop companies from feeling that their product or service is somehow "special." The key message is that your customers aren't loyal to you by default; in ad [...]

    3. Steel takes a very tongue-in-cheek approach to describing account planning and its role in advertising. He makes the case for account planning - basically it's important role in executing and distilling the right type of research into key goals, audience details, and messages that can inform and spark creative work.As I read Steel's book, I looked at it more through a branding lens than an advertising lens since that has more relevance for me. I found his ideas very familiar from the other resea [...]

    4. There's a lot to be learnt in the 250 or so pages of this book, but there is much more to be "un-learnt" as well. I don't know about the rest of the world, but Indians definitely take advertising way too seriously. "Learnings" of one campaign are unabashedly applied to every other clients brief, and case studies become biblical sources of guaranteed success. Much of it, as a result, is predictable. We may be avoiding a lot of heartache later on because of all these self imposed "rules", but we'r [...]

    5. Largely, this book gave a glimpse into the work which goes into understanding the persona and psyche of the target group. Once this foundation is built , it takes seconds to come up with creative ideas. This book is about the part of iceberg we dont get to see. Key takeaways: 1] Identify the emotions/reactions which are naturally associated with a product. Then use that. No need to re-invent the wheel. [Cuervo Case Study]2]Giving a glimpse into what will happen if the product ceased to exist alt [...]

    6. This is a great foundational book for Account Planning. Jon Steel incorporates a lot of meaningful insights and examples from his past experience. I think this book goes beyond being useful to planners; it also illustrates what an ad agency should be like in order to build successful campaigns and ultimately, client relationships. Even though much has changed in advertising since the book's 1998 publication date, its content is still relevant and applicable to today's advertising strategies. Def [...]

    7. Stumbled upon this book while I was preparing for an interview for a job I know nothing about, in an industry I am completely unfamiliar with. Gave me a pretty good basic idea about what the job I was interviewing for was about. For its helicopter-view approach of the process of creating an ad, it might as well be titled "Anatomy of an Ad". All in all, I went from knowing nothing about advertising to maybe a little more than nothing.

    8. For all the account planning thing this book is extolled, it's the ad campaigns which drew me in. Campaign case histories namely Polaroid, Foster Farms & Got Milk will make you run to the author & give him a hug. Barring the high degree of dismissiveness with which he regards the discipline of market research, the book is a must read for all advertising & marketing enthusiasts.

    9. Great introduction to account planning, giving you the history behind why the profession was established. Conversational, tactile knowledge. Pay attention to how the creative brief was born and how it has evolved today in agencies striving to disrupt the silos.

    10. Definitely a recommended book for anybody who wants to know about how ads are made from ideas or insights.A good book to start with if you are an advertising student, or planning to work in the industry.

    11. I really enjoyed this book (and I still want to be a planner, which I suppose is good for me!) My main take away is asking the right questions, and not being afraid to challenge existing ideas, which is my main issue at the moment.

    12. ".g out of it has two main advantages. It allows me to see things that may be so familiar to a native that they have become invisible. It also allows others to see me as someone who needs to be educated."

    13. Great book that gives you an overhead look at Account Planning, the process of creating a creative brief, and the process that went into creating a few really great ad campaigns. Definitely recommended - this is a classic anyone in advertising or marketing should read.

    14. It's a classic if you're looking into planning, like I am. However, there are many dated examples and I would recommend only reading up to Chapter 5 as the rest of the book is case examples. It's best to take away big picture points.

    15. people always ask me what I do. they should read this book. its interesting and goes beyond just the advertising world. 4 or 5 case studies including the planning behind the got milk campaign. Jon Steel's a bad ass.

    16. This book is a door that has opened to give you a glimpse into the creative minds that are the world's best planners. Planning isn't just research, it's the creative use, interpretation, and gathering of that research. Now I only wish there was a detailed outline of how he goes from point A to B!

    17. Ideas for advertising and account planning that were at least 10 if not 20 years ahead of their time. Literally. Brilliantly and entertainingly written, this book provides smart ideas for how to understand and connect with consumers in a meaningful, emotional, and empathetic way.

    18. An account planner helps develop great advertising by working to understand the consumer’s needs and communicating those to the agency’s creative team as well as the client. This important role is all about creating a meaningful message and a human connection.

    19. As others said, great introductory book to the world of account planning. I enjoyed reading this when I transitioned to a new job in account planning. It gave me new perspectives and considerations which helped me establish and understand in my role within the agency.

    20. I think I read every chapter in this book 3-4 times! Old but Gold! Anyone in advertising should read this the "got milk?" case study at the end was the icing on the cake!

    21. Great way to get some background in the way account planning works. Very useful for anyone who needs to do any sort of consumer research.

    22. Possibly still the best Account Planning handbook in the ad business. This book will benefit anyone working with creative/artistic/content-providers.

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