Truth, Lies and Advertising : The Art of Account Planning Review

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Truth, Lies and Advertising : The Art of Account Planning ReviewGoodby-Berlin may well be the best advertising agency in world at this time. Jon Steele's introduction of account planning there may well be the main reason. The proven formula: original consumer insights help create more powerful ads for greater results. Steele's work has consistently produced successes like the "Got Milk?" campaign.
Steele's approach is rare in the advertising world for several reasons: it shows humility and common sense, honors listening to the consumer with imagination, acknowledges the importance of creative quality, is mercifully free of self-promotion, and states the limits of account planning (sometimes there are simply no insights to be found).
While this is not a "how-to" book, I particularly enjoyed some of the tools and tactics: asking focus group participants to go weeks without milk and report back on what they had missed; asking drivers to fill in a thought balloon when they see the driver of a particular brand of car.
When I was done reading the book I felt as if I had just had a witty and interesting conversation with an intelligent and insightful person. I have been sharing the book with my advertising partners ever since.Truth, Lies and Advertising : The Art of Account Planning Overview

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