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

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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 b 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.


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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 b 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.

30 review for Truth, Lies, and Advertising: The Art of Account Planning

  1. 5 out of 5

    Honza Marcinek

    Tak jsem ji konečně našel - nejlepší kniha o strategii a plánování. Zatím. V tuto chvíli se pro mě jedná o #1 knihu, co se týče popisu toho, o čem plánování vlastně je, a jak správně přistupovat k plánování reklamy. Je to v podstatě kniha, kterou by měl číst každý, kdo se o strategii reklam zajímá a chtěl by se tomu věnovat. Jsou v ní veškeré základy, které je třeba znát.

  2. 5 out of 5

    Amanda

    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.

  3. 5 out of 5

    Meredith Maltby

    Necessary reading for planners

  4. 5 out of 5

    Kevin Grubb

    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 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 advertising, it's your job to make sure that whatever you produce is relevant and persuasive to your customer. That's it. And that's the job of an account planner (e.g. "strategist"). Jon Steel does a great job describing the role and value of account planners within an advertising agency. They provide the critical voice of the consumer in the advertising process. Without a planner, campaigns run the risk of being neutered by clients or sent off scope by over-zealous creatives. If I have one criticism of this book, it's that it can be a little long in places where it doesn't need to be, but his case studies and examples are excellent illustrations of his main concepts, particularly the final chapter about the famous "Got Milk?" campaign? Recommended for anyone in advertising or marketing because at the end of the day, an advertisers job isn't to enhance the image of the brand, it's to get people to buy it (changing behaviors).

  5. 5 out of 5

    Bucket

    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 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 research I've been doing (but perhaps he's more of a pioneer than it seems - after all, this book was first published in 1998). Some of his ideas and advice seem a little old-fashioned or strange in light of all that has changed since the late 90s, but for the most part this book is still both relevant and fun to read. In particular, Steel's thoughts on how research can go wrong and produce completely false results, and also his description of how to create and what to include in a creative brief are spot-on and very helpful. I also like one method he mentioned for simplifying language: pretend your explaining to a young child what a company or brand is all about. Themes: advertising, research, communication, marketing, branding, creative work, case studies

  6. 5 out of 5

    Gayatri Sriram

    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 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're probably also missing out. I'm guilty of this as much as the next ad professional, and this book was a rude awakening of sorts. The book is generously strewn with campaigns from Steele's career. Some are very interesting despite being from decades ago. The famed "got milk" campaign is featured at length in one entire chapter, and that could have been the highlight of the book, if it weren't for some other equally engrossing campaigns. All in all, it's a book planners are always told to read, but I'd recommend client servicing, specially account directors to definitely pick up.

  7. 4 out of 5

    Kunal

    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 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 altogether, proved to be an effective ad strategy. [Got Milk Campaign]

  8. 5 out of 5

    Jenny

    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 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. Definitely an awesome book to use for reference!

  9. 5 out of 5

    Rara Rizal

    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.

  10. 4 out of 5

    Gopal

    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.

  11. 5 out of 5

    Janice

    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.

  12. 4 out of 5

    Jazreen

    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.

  13. 4 out of 5

    Isaiah Fapuro

    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.

  14. 5 out of 5

    Holly

    "...being 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."

  15. 5 out of 5

    Sarah

    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.

  16. 5 out of 5

    R Rao-Patel

    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.

  17. 5 out of 5

    ryan

    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.

  18. 4 out of 5

    Sean

    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!

  19. 5 out of 5

    Luis Garrido

    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.

  20. 5 out of 5

    Alex Devero

    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.

  21. 5 out of 5

    Joey Rath

    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.

  22. 5 out of 5

    Suhan Ciurlizza urteaga

    This review has been hidden because it contains spoilers. To view it, click here. sdf

  23. 5 out of 5

    Gus Khaldi

    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!

  24. 4 out of 5

    Lam Tran

    A must-read for not only ads planners, but creatives and account as well.

  25. 5 out of 5

    Tulio Silva

    A very close understanding about advertising.

  26. 4 out of 5

    Oana

    revealing

  27. 5 out of 5

    Nick Tillman

    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.

  28. 5 out of 5

    Linda Watson

    This chronicles the early days of account planning - not that long ago! informative and enjoyable read.

  29. 5 out of 5

    Chip Miller

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

  30. 4 out of 5

    Ankita

    eye opener...for planners...

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