Truth, Lies, and Advertising: The Art of Account Planning
"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring Pavlovian salivary responses, Steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity—an approach that gains access to consumers' hearts and minds, develops ongoing relationships with...
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"Jon Steel is one of the great practitioners in advertising today. This book captures the essence of how to understand and connect with other human beings — not just to sell them something, but to create strong, long-lasting brand connections. It should be required reading for all planners, creative people, and account people."— Lee Clow, Chairman of TBWA Chiat/Day, Chief Creative Officer, Worldwide "A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time."— Geoffrey Frost, Director of Global Advertising, Nike Inc. "Jon Steel is one of the top five account planners in the world. The depth and breadth of this book reflects his vast personal experience and exceptional talent. It's not just a great book about account planning, it's a great book about advertising."— Jane Newman, Partner, Director of Strategic Planning, Markley, Newman, Harty "The beauty of this book is that it discusses the theories and practice of one of the brightest minds in advertising today, yet never loses its irreverent tone. It's a great book for the advertising industry and a must read for planners."— Rob White, Director of Planning, Fallong McElligott "... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout."— David Wheldon, President, BBDO Europe "Jon Steel's book is the perfect insight into a discipline that for some time has been misunderstood, misused, and maligned by most agencies and clients in the U.S. So, run it up the flag pole, put it to groups, check it agains the norms, the answer is the same — Truth, Lies, and Advertising should be read by anyone who has to make or approve advertising."— Rick Boyko, President, Chief Creative Officer, Ogilvy & Mather, New York
Introduction: Firing Blanks1No Room for the Mouse: The Failure to Involve Consumers in Advertising Communication12Silent Partners: Account Planning and the New Consumer Alliance313The Blind Leading the Bland: Advertising Follows Research ... in the Wrong Direction594Peeling the Onion: Uncovering the Truth and Stimulating Creative Ideas through Research1035The Fisherman's Guide: The Importance of Creative Briefing1396Ten Housewives in Des Moines: The Perils of Researching Rough Creative Ideas1897Serendipity: "got milk?"231Acknowledgments271Bibliography277Index281Credits287About the Author297
