A review of Excellence in Advertising,  by Merry Baskin
Edited by Leslie Butterfield
(Second edition - revised and enlarged)

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Have you ever been on IPA 2? (For the uninitiated it is a week long intensive boot camp training course for advertising 2 year olds). The course has a phenomenal reputation and an outstanding track record. Aside from IPA 7 (for the big boys and girls) it is considered to be the best course the IPA run. It stops people from leaving the business by reaffirming why they went into it in the first place (and giving them hope that there is life beyond coffee pouring and photocopying) and building a peer group network that endures for the rest of their career. The course formula is set, and some of the speakers are veteran perennials, who just keep giving good platform year in year out, which is why they always get asked back. If you are in the market demographic, beg your boss to send you. If not (or if she won't) buy this book. If you work at Partners BBDH, get Leslie to send you an autographed copy to your home.

This book is essentially a compilation of the best lectures (in essay rather than chart form) by various impeccable advertising luminaries and legends currently being given at IPA training courses. At least six of the 14 pieces have come directly from IPA 2. (Jim Kelly's new business one seems to have disappeared between editions, which is a shame). There is invariably something in each of them (especially for a 23 year old like me) that is refreshing, thought provoking, thought starting, on the right track getting, best practice remindering and generally just sound thinking. The new edition seems to be 75% the old edition plus new chapters on the topical themes of the role played by advertising in total communi-cations, building brand loyalty and share holder value. Plus one on that current IPA hot potato, advertising effectiveness measure-ment, which is surprising for its omission in the last book rather than its inclusion in this. Buy it, read it, keep it and hats off to all who sail in her.

Merry Baskin, Baskinshark
merry@baskinshark.com

(c) Account Planning Group 1995-2002

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