How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive and more effective ways. This is a well-informed exploration of the eternal triangle of marketing, agency and procurement, and will provide valuable guidance and insights to anyone involved in the purchase, management or creation of advertising.
Essential reading for anyone involved in buying, managing or the creation of advertising. Provides an invaluable roadmap from business problem to advertising agency.
Exploration of a new marketing framework, The Monkey House.
Both insightful and actionable, this book will ensure brands get what they really need from their agency partner.
The ultimate book for how to strategically source agency services.
Publisher: LID Publishing
FORMAT: 234 x 156 mm
Number of pages: 256 pp
David is a business and marketing consultant and strategist, specialising in advertising agency performance management; agency sourcing and selection; marketing process and design and marketing procurement. Before founding Salt Partners in 2009, David had a career in advertising spanning more than two decades.
In an area that’s too often full of sound, fury, bitterness and recrimination, David Meikle applies science and sense to the great advertising conundrum: how to produce an idea that will stop people in their tracks and that they’ll remember forever? You would expectD&AD to heartily approve of this, and we do. It will provide invaluable insight, tools and processes to those with the good sense to read it.
Tim Lindsay, CEO, D&AD
How to Buy a Gorilla provides an insightful and actionable framework to align advertisers’ business challenges with the agency talent that can conquer these challenges. As the pace of change within marketing and advertising continues to accelerate, this provides an invaluable roadmap that can ensure brands get what they really need from their agency partners.
Mark Evans, Group Marketing Director, Direct Line Group
The most comprehensive and convincing explanation for why clients so rarely get the advertising they want. Bravo!
Blair Enns, author of The Win Without Pitching Manifesto
Silk is not just a simple natural fiber―it represents something meaningful, universal, and perennial. This book tells the story of how the silk textile conquered the luxury world, and remained prestigious throughout the ages. Examining sociological research dating back to Antiquity, the Mongol Empire, and Ottoman Turks, this book demonstrates the value of globalization and the importance of diversity through the lens of silk as an enduring luxury textile.
Author: Trini Callava
Consumer loyalty in the twenty-first century values trust, transparency, communication and authenticity. Holistic Branding explores the art of making a strong emotional connection from your organization and culture in order to drive your business forward. Direct in its approach, the book argues that everything from hiring employees to your consumer message must be in line with the company's brand.
Broken down into four easily accessible and digestible parts, Holistic Branding is an essential book for leaders and business people interested in creating a dynamic and authentic brand that stands apart from its competitors in our highly competitive consumer age.
Author: Jodi Oridioni
There is a form of creativity so powerful that it only takes one look and one listen for millions of consumers to remember it, like it, buy it, and tell others about it. These are so-called Super Signs - the brands that are embedded in human culture and hidden deep in our subconscious.
This book takes a fresh approach to branding, and explores how to turn brands into Super Signs in today's competitive and ever-changing world. Super Signs are the most effective and powerful means of influencing a consumer's actions. From a branding point of view, Super Signs are the ultimate level that your brand can reach -- a level where the brand triggers an instinctive reaction in thought and action from the consumer.
Author: Sam Hua & Nan Hua
A cross between a business book and a storybook, How Coca-Cola Took Over the World is a collection of 101 accessible, enjoyable and informative tales of some of the world's greatest brands, including Tiffany's, Mercedes, Apple, Pinterest, Chanel No. 5, Corona, Brewdog, Spanx, LG, KFC, WWF, Guinness World Records and Coca-Cola. The stories are arranged into sections covering brand origins, brand naming and identity, marketing strategy, communication, innovation and repositioning and renovation. For each story, the author has drawn a moral - a marketing principle that can be applied to many brand and marketing challenges facing businesses today. When pulled together as they are by the author in the final chapter, they provide the reader with a compelling and inspirational toolbox.
We live in times of great change. Or so we are told. Headlines blast messages about clashes between tribes, civilisations, political factions, East and West. We are told that unless we abstain from eating meat, flying or enjoying other modern amenities, the planet is doomed. We live in times of trouble. Of crossroads. Of signs of decline. We live in special times. In turn, future thinking is often reduced to people having opinions about other people’s opinions.
As opposed to manifesto, in manifesto many small ideas are created to inspire one person, your- self. By sharing the vision of the future, we can avoid telling stories and instead strive to surround ourselves with as many strange, conflicting ideas that we can in order to immerse ourselves in future possibilities and possible futures. Incorporating recognisable examples, Minifesto will illustrate how the world changes when a single individual does something new.
The advertising industry has reached a critical and dangerous point in its development – agencies destroy themselves by doing increased work for declining fees. So what are the logical consequences of the failure to act? Growing workloads and declining fees have created a "recipe for disaster." For the first time, Michael Farmer offers a solution to avoid this seemingly inevitable disaster. This book offers the world’s first effective definition of "the real agency problem." Once the problem is understood, the author offers corrective solutions.
Now in its third edition, Madison Avenue Manslaughter has been updated to include industry developments from 2017-2018, plus new material and chapters. This book is a call to action for the 21st century breed of "mad men," which outlines the industry problems and encourages agencies and their clients to take management actions to keep this disaster at bay. These actions form the basis of a strategic response by agency CEOs as well as corporate chief marketing officers.
Author: Michael Farmer
This book is about icons – exceptional organizations (orchestras, restaurants, sports teams or companies) with an aspiration to make or do something special, and to go on doing so, year in, year out for decades. This is what gives these organizations their undeniably iconic status.
By selecting 14 iconic organizations (including ElBulli, McKinsey, Royal Concertgebouw Orchestra, Procter & Gamble, the All Blacks) and researching what characteristics make them different from others, the authors discovered a “competency spiral” which these organizations exhibit in their success. Attracting and retaining the right people; forging individuals into a team; and achieving outstanding results, time after time, through continuous improvement and adjustment – these are the key competencies required to achieve iconic status.
Author: Xavier Bekaert, Gillis Jonk, Jan Raes & Phebo Wibbens
What makes a great salesperson? What beliefs, attitudes and behaviours are linked to being a top performer? What impact does culture, industry and sales context have? And does a formal sales methodology or process make a difference?
This book is for any sales professional, or indeed anyone involved in the sales process of their company, who wants to learn the secrets of successful selling. Based on interviews and analysis (qualitative and quantitative) of 300 of the world’s leading salespeople, across a mix of industries, cultures and context, the authors present the most rigorous evaluation of how salespeople behave and how they are driven. In doing so, they reveal the secret code behind consistent and high-level success in sales.
Authors: Ian Mills, Mark Ridley, Ben Laker & Tim Chapman
In a quest to maintain market position and improve profits in today’s fast-paced, competitive market place, organizations need to become more and more customer driven. A customer-driven organization maintains a base of loyal customers by recognizing that customer service and product quality are fundamental to maintaining a competitive advantage. These organizations have incredibly strong, inspirational and charismatic leaders with strong culture and behavioural norms or even rules that guide everyone how to function within the organization. They think that their way is the only way!
This book explains how the environment and culture created in some of the world’s greatest customer-focused companies resembles the mindset created by a cult. It is by understanding the “anatomy” of such companies that we, too, can embark upon a journey of customer excellence within our companies.
The power of a good story has long been recognised.
It seems that, as a race, we humans love a good story. But stories aren’t just for pure enjoyment - they have long been a powerful tool for teaching. This book is an alternative to traditional marketing handbook. Rather than a textbook, it is an enjoyable “story-book” that brings to life some of the key principles of marketing in an easy-to-read, accessible form. Some of these stories are quite remarkable and almost unbelievable; but all are true and remind marketers and businesspeople that the best marketing is something which people tell others about and retell over many years.
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