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Truth, Lies, and Advertising
"Account planning exists for the sole purpose of creating advertising that truly connects with consumers. While many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral model...
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"...pitching is a necessary evil, and here Steel dispenses his wisdom on how to come through the other side" (The Drum, October 17th 2008)
JON STEEL is an accidental advertising professional, a co-creator of the famous "got milk?(r)" ad campaign, and the bestselling author of Truth, Lies, and Advertising: The Art of Account Planning, from Wiley. He is currently a new business and training consultant for WPP, one of the world's largest marketing communication conglomerates. Among other awards, Steel has received eleven gold Effies from the American Marketing Association for Advertising Effectiveness, a David Ogilvy Gold Award, and a Blue Peter badge for a letter he wrote, at age ten, to the UK's most popular and enduring children's television program.
Introduction: An Audience with Steve Jobs. Chapter 1. Presentation Crime: Why Most Presentations Fail. Chapter 2. Imperfect Pitch: The People of the State of California v. Orenthal James Simpson. Chapter 3. Bill Clinton, Johnnie Cochran, and a London Hooker: Learning from the World's Best Presenters. Chapter 4. Making Connections: Planning the Perfect Pitch. Chapter 5. Trevor's Sledgehammer: Crating room for Thought. Chapter 6. We Will Fight them in the Boardroom: How to Run a Great Idea by Presenting it Badly. Chapter 7. Benign Dictatorship: Leading the Perfect Team Pitch. Chapter 8. The Pitch and Beyond: How to Leave the Client Wanting More. Chapter 9. The Perfect Pitch: London's Winning bid for the 2012 Olympic Games. Acknowledgments. Bibliography. Index. About the Author.