top of page
The Home for Planners & Strategists
Reading Recommendations
This is a list of books to help you understand more about planning, the language of planners and how they work within an agency. We recommend you start with one of the general advertising books to get a feel for the industry as a whole, then the planning specific ones and finally make sure you check out the examples of what the very best planning can achieve in the APG Creative Strategy Awards Books.
Advertising & Marketing
 The Anatomy of Humbug |  Ogilvy on Advertising |  Truth Lies & Advertising |
|---|---|---|
 The Advertising Effect |  The Tipping Point |  Eating the Big Fish |
 The New Marking Manifesto |  After Image |
 Eat Your Greens |  How Not to Plan |  Go Luck Yourself |
|---|---|---|
 Brandsplaining |  The Book of Gossage |  Brain Surfing |
Planning & Strategy
Planning & Strategy
How Not to Plan |  Hegarty on Advertising |  What is a 21st Century Brand? |
|---|---|---|
 Brand Planning |  Positioning |  Pollitt on Planning |
How to have ideas
 98% Pure Potato |
|---|
 Why Does the Peddler Sing? |
Recommended by Craig Mawdsley, former APG Chair and Joint CSO at AMV BBDO:
 Adapt |  Imagine |
|---|---|
 Where Good Ideas Come From |  A Technique for Producing Good Ideas |
Recommended by Shekhar Deshpande, Global Planning Director at JWT:
 Overthrow |  Blue Ocean Strategy |  Good to Great |
|---|---|---|
 Grow |  The Hero And The Outlaw |  The New Capitalist Manifesto |
 The Pirate Inside |
Fundamentals of Business Strategy
The Fundamentals of Business Strategy
Recommended by Zoe Scaman, Senior Strategy Director at Droga5:
 The Innovator's Dilemma |  The Second Machine Age |  HBR's 10 Must Reads on Strategy |
|---|---|---|
 Zero to One |  Good Strategy Bad Strategy |  To Sell is Human |
 The Hard Thing About Hard Things |
 Reality Check |
|---|
Behavioural Economics
Behavioiural Economics
 The Choice Factory |  Fooled by Randomness |  The Black Swan |
|---|---|---|
 Designing with the Mind in Mind |  Thinking, Fast and Slow |  Inside the Nudge Unit |
 The Hidden Persuader |  Descartes' Error |  The Mental World of Brands |
Recommended by Richard Shotton, Deputy Head of Manning Gottlieb OMD
 Born Liars |  Dataclysm |  Consumer.ology |
|---|---|---|
 Influence |  Seducing The Subconscious |  Emotional Design |
 Decoded |
 Priceless |  Mindless Eating |  Wiki Man |
|---|---|---|
 The Person and The Situation |  The Social Animal |  The Art of Thinking Clearly |
 Irrationality: The Enemy within |
Other Recommendations
Other Recommendations
 Rework |  The Design of Business |  Wired for Culture |
|---|---|---|
 Perfect Pitch |  Contagious |  The Ming of the Strategist |
 How Brands Grow |  The Brand Innovation Manifesto |
 Modern Romance | Perfect Pitch | Contagious |
|---|---|---|
The Ming of the Strategist | How Brands Grow | The Brand Innovation Manifesto |
 The Book of Qualities |  Reclaiming Conversation |  The Design of Everday Things |
|---|---|---|
 The Shallows | Rework | The Design of Business |
Wired for Culture |
Book Reviews
Book Reviews
bottom of page