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| Document Type: | Book |
|---|---|
| All Authors / Contributors: |
Tracy L Tuten |
| ISBN: | 9781430238287 1430238283 9781430238294 1430238291 |
| OCLC Number: | 805222506 |
| Notes: | Includes index. |
| Description: | xiv, 293 p. ; 23 cm. |
| Contents: | Chris Raih, co-founder and managing director, Zambezi -- Kristen Cavallo, chief strategy officer, Mullen -- Luke Sullivan, former creative director, GSD&M Idea City -- Mike Hughes, president, the Martin Agency -- Susan Credle, chief creative officer, Leo Burnett North America -- Marshall Ross, chief creative officer, Cramer-Krasselt -- Edward Boches, chief innovation officer, Mullen -- Doug Fidoten, president, Dentsu America -- David Oakley, creative director, BooneOakley -- Anne Bologna, managing director, MDC Partners -- Jayanta Jenkins, global creative director, TBWA/Chiat/Day -- Eric Kallman, executive creative director, Barton F. Graf 9000 -- Craig Allen, creative director, Wieden+Kennedy -- Ryan O'Hara Theisen and Jonathan Rosen, founders, Lucky Branded Entertainment -- John Zhao, independent filmmaker -- Ellen Steinberg and Jim Russell, group creative director/EVP chief innovation officer, McKinney. |
| Responsibility: | Tracy Tuten. |
Abstract:
"In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry's future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today. Each chapter is devoted to one advertising executive, showcasing that person's unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apart--and that's where their similarities end. With a mix of senior contributors and up-and-coming talent representing the creative crafts, media, planning, and account services from a variety of agencies and locales, this book pulls back the curtain and invites readers to live each leader's experiences up close. They'll learn from the advertisers at work. Every interview shows how advertising leaders have an impact on a day-to-day basis: charting strategy, making effective pitches, managing clients and key partners, calling in the creative muse, reading the public's mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us can't see. This book: Shares the untold stories of senior executives and rising stars in advertising ; Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives ; Provides insights, strategies, and tactics readers can put to work immediately ; Offers predictions on the rapidly changing advertising landscape."--Publisher's website.
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