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 InAdvertisers at Work, Tracy Tuten conducts
interviews with some of the ad world'sbiggest players. The
interviewsranging from advertising legend Mike Hughes to leaders of
the next generation like David Oakley and Susan Credlereveal 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 Worka 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
apartand 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 tobe 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 interestedmaybe thanks to theAMC
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, TheMartin 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
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