Jon Steel
What’s inside
Truth, Lies, and Advertising: The Art of Account Planning, authored by Jon Steel, delves into the intriguing world of account planning in the advertising industry. With a mix of personal anecdotes, case studies, and theoretical insights, Steel offers a comprehensive look at how effective account planning can significantly enhance the quality and impact of advertising campaigns. He emphasizes the importance of understanding the consumer’s perspective and using this insight to guide the creative process. The book also critiques the traditional methods of advertising, advocating for a more research-driven and strategic approach to campaign development.
You’ll Learn
- Enhanced understanding of consumer behavior
- Strategies for integrating research with creativity
- Insights into effective advertising campaign planning
- Critical thinking about traditional and contemporary advertising methods
Key Points
- The essence and history of account planning
- Understanding the consumer’s perspective
- Integrating research into creative strategy
- Case studies of successful advertising campaigns
- Critique of traditional advertising methods
- The role of creativity in strategic planning
- Future trends in advertising and account planning
Who’s it For
- Marketing professionals
- Advertising students
- Creative directors
- Brand managers
- Business strategists
About the author
Jon Steel is a renowned figure in the advertising world, known for his innovative approach to account planning. With extensive experience in some of the most prestigious advertising agencies, Steel has contributed to the success of numerous high-profile campaigns. His expertise and insights into the industry have made him a sought-after speaker and consultant.