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Loved the book, great for ad students!
The book was great and really gave me a breakdown of the different parts of the agency and how they work together.Written by a account planning director
Very interesting book. He is the typo of pro I admire and respect. I have been an account planner al my long adman career, 60 years. I have always been a Bernbachian monk and I see the author is a similar person. I strongly believe that account planning exists to help create advertising - a supporting role not leading. It is an important element but is by no means a substitute for an fresh new idea beautifully executed. Account planning should not be misused. It is a tool to help the creators. Since I'm Brazilian and all my life worked on American accounts, I believe the author's British writing maybe is not as clear as the Americans.Excellent book, concise and insightful.
Really, I suppose, the type of book a planner should write. It is a great introduction to what a planner is and does. A good textbook for anyone involved in advertising or dealing with ad agencies. A brilliant "manual" for planners.The best planning book I've read to date
There is a huge shortage of good account planning books. This effort by Jon Steele makes up for it. He is a man passionate about advertising (that's evident throughout the book) and very good at it too. Jon covers the theoretical and practical aspects of account planning thoroughly and provides insights and advice for planners at all levels, account management staff, creative staff and clients. Reading this book will show you how to improve the quality of your advertising product. It has certainly helped me do that at the agency I work for in New Zealand. One of the best buys I've made on Amazon.Perfect
Perfect! The book is absolutely AWESOME! A nice way of teaching a lesson about advertising!Keyword : advertising
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