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Green Marketing Manifesto - John Grant's book about doing Green Marketing well and in such a way that you engage your customers. Green puritans and doomsayers needn't apply. There's also an audio interview of John from the book launch in Nov 2007 |
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Herd - Mark Earls Human beings are herd animals. Your consciousness tells you its down to you as an individual. Who's right? 2x 40 minute podcasts of conversation with Mark about the book re March 2007 |
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Conversations
with Marketing Masters -
Louella Miles and Laura Mazur interview the 'old guys' of marketing.
People whose ideas you've been using throughout your career without knowing
it was theirs in the first place. April 2007 |
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Perfect
pitch - Jon Steel's second book about how to win pitches. What does
he know? Well apparently he wins 9 our of every 10. That's seems on
the high side. Not really - in the interview Jon explains that his success
rate has fallen to 90% at the time of the interview.
Enjoy lots of goodies about and with an individual to whom the term legend
is becoming attached. March 2007 |
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Brand
Innovation Manifesto -
John Grant's 3rd book introduces brand molecules and the periodic table
of brand ideas. This is the first interview conducted entirely on video
and shows also how the Brand Tarot cards launched alongside the book
can be used. At the time the interview was posted John commented that
of all the interviews he had done this one really conveyed what
he set out to do with the book. Recorded in June and eventually posted
Sept 2006 |
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The
Space Race -
Jim Taylor sticks his neck out. At a time of unprecendented ferment -
new channels every month and falling margins and audience stretching
agencies to breaking point - he tell us where communications planning
is heading past 2020. Content you won't find anywhere else on or off
the web. Nov 2005 |
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The
Pirate inside -
The Adam Morgan interview. The man who put challenger brands back on
the map talks about his new book The Pirate Inside and the next book
he's in the middle of writing. Another site exclusive but you'll also
find this interview on the APG website Sept 2004 |
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Scoring
Points - The Tesco Clubcard Interview - Terry Hunt and Clive Humby
two of the architects behind one of the world's most
successful loyalty programmes talk about the book they wrote to celebrate
the Club Card's 10th birthday. Another site exclusive. June 2004 |
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Brands
go Mental. A first the only interview in English - and the only one
you're likely to hear - the 2 authors of The Mental World of Brands talk
about the book which brought neuroscience to bear on branding. Plus an
article on integration by Giep Franzen one of the authors. June 2003 |
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Welcome
to the Creative Age. Mark Earls is interviewed about the death of marketing,
interventions and why bnards are so much more valuable than brands Jan
2003 |
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Low
Involvement Processing The Robert Heath Interview In 2001
Robert Heath published a paper that got rave reviews from some of the leading
thinkers in the UK advertising industry. Advertising tracking research
agencies nearly had a seizure. But unless you read Admap or regularly browse
the
WARC database you won't have come across it. In this interview Robert Heath
gives a swift overview of Low Involvement Processing and what the implications
are. LIP is either terribly wrong or the best theory yet on how advertising
actually works. If he's right then it will totally change the way advertising
is developed, how it is tracked and how advertising is used. This is the
lowest cost introduction you'll ever see to a £45 book. And yes you
can order it here! Sept 2002. |
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£9.99.
Enfant Terrible lifts the rug on French Advertising and got fired from Y&R
Paris for his pains. In this English translation launched in July 2002 Frederic
Beigbeder romps through the sea, sand, drugs and sex which are part and
parcel of the daily life of a creative. Completely over the top. Hilarious.
I got permission to print his 10 commandments for creatives. |
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After
Image - John Grant's futuristic follow up to
New Marketing Manifesto published in May 2002. There's a whole chapter
of the
book in pdf format for you to download. Find out why Kim Wilde is an object
lesson in how forward thinking brands should behave. May 2002 |
Planning Central 
Home
In the summer of 2002 I started interviewing certain
authors as well as reading and reviewing their books onsite. These are authors
I wanted to hear talking about their work to get an impression of the way they
think. So I went to meet them, recorded the interviews in digital audio, sliced
up the quotes and posted them on the site along with my review. Sometimes the
authors have given permission for part of their content to be placed on the
site. So you can get a flavour of their work without having to fork out for
the book up front. These are exclusive interviews and I hope to build these
up into a collection of some of the most interesting writers whose work you
should be familiar with. Move your mouse over Mark Earls if you want some movement!
I gather something called podcasting has become something of a craze since
starting these. Just remember that interviews started here 5 years ago when
internet speeds weren't fast enough to do anything other than slice and
dice!
