MARKETING booKshElf
44
Books that
1
TEsTING To b
2
EhINd ThE sCENEs
3
EXCEllENCE IN
dEsTRuCTIoN IN AdVERTIsING AdVERTIsING
infl uenced me
by Alan hedges by Jeremy bullmore Edited by leslie butterfield
Published by the IPA; NTC Publications, 1991 butterworth heinemann,
............................................................................
Re-issued, updated 1998. Third edition, Warc, 2003 2nd edition, 1999
originally published 1974.
John Bartle, founding
Wit and wisdom – lots of both As a contributor to this, I know
– from one of the true ‘greats’ just what a labour of love this
This “critical look at the uses of
partner, Bartle Bogle
in the business. beneath much was for leslie butterfi eld. An ‘IPA
research in advertising” must be
entertainment, and often guide to best practice’, this is
Hegarty
the best 100 pages ever written
laugh-out-loud humour, there are as comprehensive a view as you
on the subject. The book I’ve read
............................................................................
some very real lessons for all of would wish of what advertising
most often, and not because it’s
us to learn, gently. It’s worth it development is all about. or, it
the shortest. deftly added to by
just for the pages on: ‘Ten tried was then. Not a mention of the
sally ford-hutchinson and Mary
and trusted ways to get the least ‘d’ word. Time for a further re-
stewart-hunter in the updated
from your advertising agency.’ vision for digital times? by prac-
edition, the original still stands
find the latest edition (it has titioners, for practitioners, to be
the test of time for its warnings
been added to over time) and recommended to beginners and
of abuses (as well as uses) of
enjoy Jeremy in his anecdotage. the most experienced alike. for
‘information’ from ‘testing’. As
unbeatable. anyone who thinks they might
the world gets more competitive,
still have something to learn.
and especially in tougher times,
his words from long ago seem
even more apposite today. sadly,
it appears they are heeded no
more now than then. A major
contrib ution, too-little recog-
A
5
MAsTER ClAss IN
6
PoWERs of
nised, to the development of
bRANd PlANNING: ThE PERsuAsIoN : ThE
account planning in practice.
TIMElEss WoRKs of INsIdE sToRy of
should be mandatory reading sTEPhEN KING bRITIsh AdVERTIsING
for anyone anywhere near the
communications industry.
Edited by Judie lannon and by Winston fletcher,
Merry baskin
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oxford university Press,
John Wiley and sons, 2007
2008
John Bartle began his career at
A collection of 20 pieces by one
The inside story by one of our
Cadbury in 1965, where he worked of the two ‘fathers’ of account insiders. Everything you need to
on the Smash brand. He co-founded
planning. Notwithstanding some
AdVERTIsING WoRKs
helpful prefaces, by way of
the London office of TBWA in 1973,
4
know about the industry and its
history in less than 300 pages.
ANd hoW
up-date as well as introduction,
how we got to lead the world
where he worked for nine years.
from many of today’s best, the
Edited by laurence Green
as we strive to stay up there.
Initially planning director, he was words of stephen King really are All our own Mad Men assem-
Warc, 2005
joint managing director from 1979
‘timeless’, and ‘masterclass’ has
bled. described on the cover,
The IPA Effectiveness Awards never been more appropriate.
until leaving in 1982 to co-found
by Martin sorrell, as “engagingly
must be as important a Everyone in the business (not racy”, and I couldn’t improve
Bartle Bogle Hegarty. Until 1999, he
development as there has been just agency planners) should on that. A gap in the market
was joint chief executive of BBH with in our industry – real life in
have King’s words, and keep on
outstandingly fi lled and, as you’d
responsibility for account planning.
action. To learn about communi- reading them. It’s a shame that expect from Winston, precise,
cations, and changes over time, the other ‘father’, stanley Pollitt, concise and beautifully written.
He was made a CBE in 2003 for his
you can hardly do better than didn’t leave us more words. one
services to advertising, charity and
read the awards volumes and, of his brief articles is included
education, and now holds a number
in particular, the unfailingly fi ne here, though. What a legacy.
of advisory and non-executive
introductions by the convenor of
judges. here’s a highly acceptable
roles, including chairman of digital
shortcut, though. To mark the
marketing agency Dare and non-
fi rst 25 years of the awards, all
executive director of the Guardian
13 Grand Prix winners gathered
Media Group.
together with a series of essays –
and very good they are too – by
some of the best in the business
about what the awards have
taught us. learn, learn and learn.
ADMAP FEBRUARY 2010
ADM Feb 44-45 marketing bookshelf.indd 1 1/22/2010 15:04:31
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