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booksYou can buy these books from us: The Gold Standard: all the gold winning papers from the APG Creative Strategy Awards 1993-2007  order form WORD
The Gold Standard: all the gold winning papers from the APG Creative Strategy Awards 1993-2007. Since the APG Creative Strategy Awards began, in 1993, fifty-one papers have received the accolade of a Gold Award, out of around 900 papers submitted. APG chairman Matt Willifer has brought these papers together into an unparalleled collection of great strategic thinking: thinking that is not just impressive on paper, but which has directly resulted in great and effective work. The papers have been arranged, not chronologically nor by original judging category, but by the different strategic approaches demonstrated. This book thus provides a structured framework to show the different ways, and points in the process, where great strategic thinking can really make a difference. The ten themes are 1. Outcome – papers in which the clever thinking comes right at the beginning of the planning process: defining very precisely what the communications needs to get people to do. 3. Consumer Insight – papers based on knowing the target audience inside out, sometimes even better than they know themselves. 4. Brand Usage – papers showing how great insight can come from understanding exactly how people interact with the product. 5. Company Culture – papers showing how a brand’s proposition and personality can be inspired by the culture that created it. 6. Tone and Image – papers showing that the right tone, voice, image or feel of a brand is often as, if not more, important than what is being said. 7. Pushing Boundaries – papers showing how strategic thinking can be central in creating incredibly salient, attention-grabbing, controversial or innovative communications. 8. Brand Evolution – papers that build on a brand’s existing equity, and show how evolution can be equally as dramatic and intelligent as revolution. 9. Channel Choice – papers demonstrating how clever thinking around the context and channel for delivering a message is every bit as important as the message itself. 10. Going the Extra Mile – papers showing how sometimes we need to dig in unusual places and approach things in new ways to uncover fresh solutions. full list of contents....click here Masterclass in Brand Planning: the timeless works of Stephen King Marketing and advertising books come and go.... but only a few can be said to be genuinely important -- and this book is one of that rare breed.Eminent contemporary practitioners in media, marketing and advertising give their perspective on 20 of Stephen King's papers, chosen and reprinted by the editors Merry Baskin and Judy Lannon, to offer guidance to readers today. Stephen King had a very big idea, and that very big idea changed the way advertising agencies were structured, how they thought, and even what they produced. His idea changed the lives and careers of a huge number of people -- both in the UK and around the world where the idea of Account Planning has been adopted. Not what to think but how to think; this most precious skill is what the book teaches. A skill prized in an earlier, simpler age; and nowadays even more valuable and necessary.
"Stephen King is consistently described as prescient, intellectually rigorous and possessed of great clarity of thought and expression: a theoretician whose theories were all intensely practical, a giant in the world of marketing and advertising. All absolutely true. As the co-inventor of account planning as a distinct discipline, his benign influence has touched tens of thousands of people he'd never met. Had his dress sense been as immaculate as his thinking, he'd have been intolerable." (Jeremy Bullmore)
The Communications Challenge - a practical guide to media neutral planning
Why does the marketing industry continue to debate the issue of media neutral planning when surely the arguments have been rehearsed many times by pundits from every corner of the marketing communications industry? There is a simple explanation. Whilst there are many views on who should do it, who is competent to do it, and how they should be rewarded, almost no-one has been prepared to discuss how it might be done. So here is a book that tries to address that need. Our purpose has been to discover what seems to be best practice in channel planning. The authors have contacted as a wide a variety of sources as is reasonably feasible to piece together a picture of the current state of knowledge and understanding. Perhaps not surprisingly no single discipline or organisation has emerged as providing a ready solution to the demands of media neutral planning. The reality is that serious marketing people need to touch a large number of bases and strands of thought if they are to get the kind of overview that will permit a significantly more effective use of their budgets. This is both a book to read and a reference book. It has been put together by the APG because it's strategy planners in communication companies who most recognise the value of multi-channel thinking. The chapters contain some fifty examples from major marketing and communications companies plus, of course, a good deal of commentary from people who understand the issues. These are not all famous or glamorous examples; but all of them, we hope, may be useful models for somebody trying to find a more enlightened way of dealing with the task of media neutral planning.
We hope the book will be of practical value to everyone in the marketing community. Contents Case Studies Back to top
How to Plan Advertising (second edition) The planning context - MT Rainey
APG Awards books - all the winning and highly commended papers "These APG awards papers are an antidote to the kind of complacent and lazy thinking which can undermine us and our discipline. The authors demonstrate that they made a difference, that they made it easier for a great idea to happen; that without Planning, the outcome would have been less interesting and valuable to the creative and client alike. They challenge all of us to make more effort, to be more inventive and to go the extra mile to make a difference to the communications that solve our clients' problems." Volume 7, 2005 Awards Established product brands (over £2m) > Honda; Snickers; Lynx; Heinz Baked Beanz. Volume 6, 2003 Awards Established product brands (over £2m) > Kit Kat; Honda; Lynx Pulse; KFC; Velvet Toilet Tissue; Pot Noodle. Volume 5, 2001 Awards Volume 4, 1999 Awards Public service and charity > DfEE-Reading & Literacy; HEA-Anti-smoking; The Samaritans; DfEE-Disability discrimination. Volume 3, 1997 Awards New broadcast > Ryvita; One-2-One; VW Passat; Madame Tussauds. Volume 2, 1995 Awards International > Polaroid; Hugo Boss; Delta Air Lines; Sony. Volume 1, 1993 Awards, is now out of print "Brand New Brand Thinking", brought to life by 11 experts. Editors: Merry Baskin and Mark Earls The latest thinking on branding and advertising, with contributions from the world's leading advertising and branding experts. Essential reading for Account planners, market researchers, designers, brand managers, marketing managers and all those interested in brands. Enormous changes have taken place in the advertising industry in the last 15 years, leading to innovative and groundbreaking ways of thinking about branding. Brand New Brand Thinking pulls together these new ideas - with suggestions on what to do in practical terms - into one unique 'compilation' volume. The experts have contributed their fresh thinking on the traditional themes of strategy, research, creativity and collaboration. In an age of information overload, the aim of this book is to provide a short-cut to this latest thinking and encourage the reader to re-think their basic assumptions on branding and advertising. Learning to live without the brand - Mark Earls Pollitt on Planning (out of print) Three seminal articles written by the late Stanley Pollitt, one of the founders of Boase Massimi Pollitt (now called DDB London). Together with contemporaries at JWT London, Pollitt developed during the 1960s and 1970s a new agency structure based on a clear philosophy known as 'account planning'. Today, account planning departments, long universal in the UK, are increasingly common in the US and many other countries. But this subject is still capable of generating heated debate. Rival schools argue over the definition of the planner's role, the skills and experience needed for the job, the structure of the planning department and its relationship with the rest of the agency. The articles in this book serve as a timely reminder of the what those who started the account planning movement wanted to achieve - and why they did it in the first place. The book should interest account planners and all those in advertising who need to take a view on the kind of account planning they want to work with. The book is edited and introduced by Paul Feldwick and has a preface by Merry Baskin, past chair of the UK Account Planning Group.
Understanding Brand (out of print) Defining a Brand - Paul Feldwick Testing to destruction Alan Hedges' critical look at the uses of research in advertising. Controversial when first published, this second reprint has commentaries by Sally Ford-Hutchinson and Mary Stewart-Hunter. No longer in print, download available free of charge. And here's an online intro from Stuart Smith of W+K.
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