Advertisers at Work

ویرایش: 1 
نویسندگان: Tracy Tuten  
سری: At Work 
ISBN (شابک) : 1430238283, 9781430238287 
ناشر: Apress 
سال نشر: 2012 
تعداد صفحات: 300 
زبان: English 
فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) 
حجم فایل: 4 مگابایت 

قیمت کتاب (تومان) : 28,000

“Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you’re starting out in advertising or simply want to pick up some tips from the greats.”
—Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look  

“In Advertisers at Work, Tracy Tuten conducts interviews with some of the ad world’s biggest players. The interviews—ranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credle—reveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tuten’s skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they 'didn’t know you could get paid to do.' They talk about successes and failures, their hopes and dreams, and the direction of the industry as we move into the age of social and branded media. If you are in the field of advertising or one of those people who often say, ‘Hey, did you see that commercial . . .,’ you’ll find Advertisers at Work a valuable addition to your bookshelf.”
—John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone & Belding

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

Other books in the Apress At Work Series: 

• Coders at Work, Seibel, 978-1-4302-1948-4
• Venture Capitalists at Work, Shah & Shah, 978-1-4302-3837-9
• CIOs at Work, Yourdon, 978-1-4302-3554-5
• CTOs at Work, Donaldson, Seigel, & Donaldson, 978-1-4302-3593-4
• Founders at Work, Livingston,  978-1-4302-1078-8
• European Founders at Work, Santos, 978-1-4302-3906-2
• Women Leaders at Work, Ghaffari, 978-1-4302-3729-7
• Advertisers at Work, Tuten, 978-1-4302-3828-7
• Gamers at Work, Ramsay. 978-1-4302-3351-0

What you’ll learn

• How advertising’s leaders and rising stars developed their careers and overcame challenges
• How the world's best advertising professionals do their jobs
• What industry developments worry and excite these leaders
• What it is about advertising that motivates these unique personalities to want to be the best in the world at what they do 
• Examples of how challenges can be faced and successes leveraged in advertising careers
• Strategies, tactics, and insights for all jobs in advertising

Who this book is for

Advertisers at Work is a book for professionals and students in advertising and related fields (marketing, public relations, branding, media), as well as those interested—maybe thanks to the AMC show "Mad Men"— in an endlessly fascinating industry. It targets the reader who reads new releases related to advertising (books like Engage and Watch This, Listen Up, and Click Here, and hundreds of others), but wants more than a how-to or primer on a burgeoning area within the broader field. It also targets those who want to know what the people making a difference in the field of advertising today are doing, thinking, and anticipating; what they’ve experienced; and how those experiences are shaping the future of advertising.

Table of Contents

Chapter 1. Chris Raih, Co-Founder and Managing Director, Zambezi 
Chapter 2. Kristen Cavallo, Chief Strategy Officer, Mullen
Chapter 3. Luke Sullivan, Former Creative Director, GSD&M Idea City
Chapter 4. Mike Hughes, President, The Martin Agency
Chapter 5. Susan Credle, Chief Creative Officer, Leo Burnett North America
Chapter 6. Marshall Ross, Chief Creative Officer, Cramer-Krasselt
Chapter 7. Edward Boches, Chief Innovation Officer, Mullen
Chapter 8. Doug Fidoten, President, Dentsu America
Chapter 9. David Oakley, Creative Director, BooneOakley
Chapter 10. Anne Bologna, Managing Director, MDC Partners
Chapter 11. Jayanta Jenkins, Global Creative Director, TBWA/Chiat/Day
Chapter 12. Eric Kallman, Executive Creative Director, Barton F. Graf 9000
Chapter 13. Craig Allen, Creative Director, Wieden+Kennedy
Chapter 14. Ryan O'Hara Theisen and Jonathan Rosen, Founders, Lucky Branded Entertainment
Chapter 15. John Zhao, Independent Filmmaker
Chapter 16. Ellen Steinberg and Jim Russell, Group Creative Director/Executive Vice President and Chief Innovation Officer, McKinney

Front Matter....Pages i-xiv
Chris Raih....Pages 1-14
Kristen Cavallo....Pages 15-28
Luke Sullivan....Pages 29-38
Mike Hughes....Pages 39-52
Susan Credle....Pages 53-71
Marshall Ross....Pages 73-86
Edward Boches....Pages 87-106
Doug Fidoten....Pages 107-128
David Oakley....Pages 129-153
Anne Bologna....Pages 155-168
Jayanta Jenkins....Pages 169-189
Eric Kallman....Pages 191-207
Craig Allen....Pages 209-225
Ryan O’Hara Theisen and Jonathan Rosen....Pages 227-245
John Zhao....Pages 247-265
Ellen Steinberg Jim Russell....Pages 267-284
Back Matter....Pages 285-293