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How to buy a gorilla

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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.

Book Details
Publisher: LID Publishing
ISBN: 978-1-912555-31-4
FORMAT: 234 x 156 mm
Bookbinding: Paperback
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

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