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.


Planning & Strategy


Recommended by Craig Mawdsley, former APG Chair and Joint CSO at AMV BBDO:

Recommended by Shekhar Deshpande, Global Planning Director at JWT:


The Fundamentals of Business Strategy

Recommended by Zoe Scaman, Senior Strategy Director at Droga5:


Behavioiural Economics

Recommended by Richard Shotton, Deputy Head of Manning Gottlieb OMD


Other Recommendations

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