APG
- Jul 5, 2018
- 2 min
How Not to Use How Not to Plan - A Review by Malcolm White
My first planning boss always skewered the ill-thought out, or the just plain wrong, with a piercing ‘bollocks’ or a ‘bullshit’, followed by a dissection of why the bollocks was indeed bollocks and the bullshit was indubitably so. She would then wrap this all up in a beaming smile, completely disarming her protagonist. I’ve always wished I could be like her. I need wish no longer thanks to Sarah and Les’ wonderful book. They’ve even supplied the ‘bollocks’ and the ‘bullshit’
APG
- Jul 2, 2018
- 2 min
How Not to Plan - A Review by Kevin Chesters
Small confession. I was always going to like this book after the opening sentence: “To be honest, we’re not big fans of business books”. After that opening I think I was just suffering from a reviewer’s form of confirmation bias.
The best book ever written on planning was Jon Steel’s “Truth, Lies and Advertising”. It was after reading it that I decided to switch into planning from account handling (so you know who to blame). My favourite two “business books” are Legend by
APG
- Jun 28, 2018
- 2 min
How Not to Plan - A Review by Neil Godber
How Not To Plan is a wonderfully illuminating and insightful book that any and everyone working in Planning (and beyond) can find inspiration, reassurance, consolation and wisdom from.
The book takes the articles from Les Binet and Sarah Carter and themes them across an amazing range of meaty subjects we all wrestle with day to day, from wider issues of setting objectives, budgets and media, target audiences and evaluation and the combinatorial power of the other ‘P’s’, to
APG
- Jun 27, 2018
- 1 min
How Not to Plan - A Review by Paul Feldwick
Today, we have a better and more soundly based understanding of how to make effective advertising than ever before. And this book, a reworking of a long running series in Admap, distils that understanding into 66 short chapters. Les Binet and Sarah Carter not only know all the theory and the evidence (the references are all there are the back), but they’ve proven the principles for themselves through sixty years’ experience at one of the world’s greatest ad agencies. They wri
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