from the editor
3
Look to the future
y now, you may have noticed first subject. marketing Bookshelf also
B
something different about Admap. includes a new type of book review, Speed
Yes, we have acquired a new set read, which summarises the key learnings
of clothes – a new look created from a chosen book for those who don’t
by david hillman, one of the have time to read it. this month’s book is
most celebrated of print designers. the new The Art of the Idea by John hunt, worldwide
presentation will hopefully make Admap creative director of tBWA.
more engaging and an even more rewarding Adstats is a new graphical
reading experience. presentation of useful marketing data.
And it’s not just the design that has this month’s Adstats provides Warc’s very
been improved. in this issue, you will find latest forecasts for 2010 for advertising
a host of new regular spend by major market, medium and product
“ In its 45-year history, Admap has
features that add variety category and media inflation estimates.
to the Admap diet. in industry commentators Jon Steel,
played a big part in the evolution
the new Upfront section Joe mandese and molly flatt continue to
you will find a column stimulate with thought-provoking insight
of advertising planning, so it is
called mythbuster, where in their regular Point of View columns,
ddB’s Les Binet and while the feldwick factor will address your
appropriate that The Future of
Sarah Carter expose the marketing dilemmas.
Planning should be the first theme
myth behind Since Admap, in its 45-year history,
a commonly held tenet has played a big part in the creation and
of the new Admap”
of marketing wisdom. evolution of the discipline of advertising
this month’s myth planning, it seems entirely appropriate that
is that advertising wastage is bad. Also in this first issue of the new Admap should
Upfront, you can find our chosen Blog of the have the future of Planning as its theme.
month, along with Lowdown, a concise guide We have persuaded such industry notables
to a new marketing phenomenon – this as Simon Clemmow and Guy murphy to
month it is online music service Spotify. contribute papers on the topic. Simon
in Best Practice, merry Baskin, the argues that advertising agencies have failed
former JWt head of planning, provides a planners and proposes a new model for
useful keepsake guide to achieving best agencies structured around ideas teams for
practice in a series of marketing disciplines, each client with ‘real planning’ at the core.
with suggestions for further reading. this While Guy’s proposition is that the West
month, merry offers advice to advertisers on has much to learn from developing markets
briefing your agency. in how to get consumers to engage with
mt rainey’s Classic texts is another brands positively and enthusiastically. And, at
new regular. in this slot, the eponymous a recent Admap Planners’ roundtable, Paul
founder of the rainey Kelly Campbell roalfe feldwick probed the subject with five senior
agency introduces a famous marketing paper planners representing all planning disciplines.
from the past, written by such luminaries as their thoughts on their own future make for
Stephen King. this month’s selection is Alan fascinating reading.
hedges’ ‘testing to destruction’. i do hope you enjoy this first
marketing Bookshelf, an expanded new Admap. i can promise that we have
books section, includes Books that more big-issue topics planned for the
influenced me, where a famous months ahead. And i would love to receive
industry figure introduces their your views.
favourite books and reveals
.............................................................................
how they influenced their Colin Grimshaw
thinking. Bartle Bogle hegarty Editor, Admap
founder John Bartle is our colin.grimshaw@warc.com
admap February 2010
ADM Feb 03 From the Editor.indd 1 1/22/2010 14:26:43
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