Perfect
Pitch by
Jon Steel Wiley 2006 Well you have a treat in store - an interview with the
man himself, a link to Russell Davies podcast late last year, extracts from
the presentation he gave for the APG in February 2007 and a longer review
of the book. Off you go to In
their own words to enjoy it. This is a fantastic book about pitching and new business, a real insight into how planning thinking infects everything it touches - I still think only a planner could have written this book.
After Image, John Grant 2002 Harper Collins
Review can be found on a separate
After Image page in In their own words. Also
on Amazon by the book listing.
How
to plan Advertising 2nd Edition Ed.
Alan Cooper 1997. Cassell
First confession yes I've got it but I've only dipped into it, mainly to read the chapter on planning outside of advertising. If you're starting out as a planner and think you know too much to read this book, then you know too much
Pollitt
on Planning Stan
Pollitt, 2000 Admap
Fascinating glimpse into the origins of account planning and what was driving the man who had the original idea. 3 papers only so a very straightforward read. Get it off the APG. If Stan had decided to keep account planning as a unique new business initiative for Pritchard Wood and subsequently BMP we'd have never heard of it. Respect!
Truth
Lies and Advertising Jon
Steel Wiley 1998
This a classic introduction to advertising account planning. Jon Steel (a
Brit) is the godfather of account planning in the US I gather so has written
a definitive book for the training slopes. What I like about it is that it
is more than a manual for planners. The questions it raises are as valid
for everyone that wants to do communications better. There's a lot on doing
creative development research which is well argued and given what I have
heard about attitudes towards qualitative research in the US needs to be.
I also liked the combination of the basics of planning skills you need to
use but a clear manifestation that the execution of them should be anything
but mechanical or methodical. It is still all about flair and following up
intuition. This is book doesn't get into new marketing, interactivity and
all the latest toys that engage trendy planners, it's a little too early
for that but is well worth the read.
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