TRUTH LIES AND ADVERTISING
|Series:||Adweek Magazine Ser.|
"Account planning exists for the sole purpose of creatingadvertising that truly connects with consumers. While many in theindustry are still dissecting consumer behavior, extrapolatingdemographic trends, developing complex behavioral models, andmeasuring Pavlovian salivary responses, Steel advocates an approachto consumer research that is based on simplicity, common sense, andcreativity--an approach that gains access to consumers' hearts andminds, develops ongoing relationships with them, and, mostimportant, embraces them as partners in the process of developingand advertising.
A witty, erudite raconteur and teacher, Steel describes howsuccessful account planners work in partnership with clients, consumer, and agency creatives. He criticizes research practicesthat, far from creating relationships, drive a wedge betweenagencies and the people they aim to persuade; he suggests new waysof approaching research to cut through the BS and get people toshow their true selves; and he shows how the right research, whentranslated into a motivating and inspiring brief, can be thecatalyst for great creative ideas. He draws upon his ownexperiences and those of colleagues in the United States and abroadto illustrate those points, and includes examples of some of themost successful campaigns in recent years, including Polaroid, Norwegian Cruise Line, Porsche, Isuzu, "got milk?" and others.
The message of this book is that well-thought-out accountplanning results in better, more effective marketing andadvertising for both agencies and clients. And also makes anevening in front of the television easier to bear for thepopulation at large."
Jon Steel is Director of Account Planning and Vice Chairman at Goodby, Silverstein & Partners, an advertising agency whose clients include American Isuzu Motors, Anheuser-Busch, the California Milk Processors ("got milk?"), Hewlett-Packard, Nike, Polaroid, and Porsche. Jon began his career in advertising as a 21-year-old account planner with the English agency Boase Massimi Pollitt. By the age of 26, he was appointed to BMP's board of directors. In 1989 he left the United Kingdom to become the first Director of Account Planning at Goodby, Silverstein & Partners in San Francisco. He has been profiled by Adweek as "West Coast Executive of the Year," by Advertising Age as an "Agency Innovator," and by San Francisco Focus as one of the 100 smartest people in the Bay Area. In 1995, Jon Steel was inducted into the American Advertising Federation's Hall of Achievement for executives under 40.