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
This book exposes the marketing secrets and lessons learnt from one of the world’s most exciting global brands – Coca Cola – and how you can apply them to your own brand. It explores the core beliefs and principles that were needed to evolve one of the most powerful marketing machines on the planet that worked successfully across cultures and fast-changing environments.
The author was part of a team of outstanding individuals and agencies that generated better, faster and more effective marketing on an unprecedented level. Through a combination of research, theory and real-life experience, Lamelas explains why and how marketing works, and offers a proven framework to help you master your own marketing strategy.
This book deals with networking and asks the question: Do you have the nerve not to use - or not to learn to use - networking in business and in your private life? It is a well-documented fact that what we want and desire is more easily achieved when we understand how to build the right relationships. Networking is basically the exchange of a wide range of services - and the most precious insurance in your private life and your career. This highly practical and accessible book will help anyone understand the power of networking quickly through face-to-face meeting and social media, as well as how they can use it as a way to enhance their prospects.
Author: Simone Andersen
Virtually everyone sells in some capacity today, and we can become better at selling by becoming smarter at it. In today s highly competitive marketplace, creating an advantage through sales is imperative. Distilled into this single, handy-sized volume are twenty tips, advice and techniques to help anyone to improve their sales capability. It provides insights and tools to develop a more considered, smarter approach to overcoming any sales-related problem and situation. Each piece of advice is accompanied by graphic aids to aid understanding.
The internet is shrinking the world; local brick and mortar businesses are finding more competition than ever before, primarily from ‘out of towners’ who conduct their business online. Consumers are thrilled with this change and empowered with information; no longer requiring a salesperson to start the buying process. So how does a local business compete in a world that has gone digital?
The Business of Getting Business will educate and lead business owners to a different way of generating and converting business opportunities using digital marketing concepts and processes. It provides need-to-know information about digital marketing in easy-to-understand terms, so any business owner will walk away with a true understanding of what they need to do online to make their business succeed. Furthermore, it provides an implementation guide that runs through the specific technologies and the steps required to be productive with a digital marketing solution to build a better future.
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
The realm of the “personal” is now increasingly touched by technology – especially the Internet. For example, sleep is now something we do in between checking our smartphones. Our relationship to food and eating has changed too. Home delivery, restaurant search, table bookings – these have all been elevated to a high level skill-set which is part-entertainment, part-electronic processing. And travel is now a finger-clicking exercise with precision timing.
This readjustment of our daily routine has had one significant effect: it has taught individuals a range of skills that would normally be in the domain of businesses. Ordinary people now behave as businesses do by using buying strategies to get costs down. We now have expectations of quality and delivery. In fact, we have become so business-like as individuals that marketers need to get rid of the processes of “Business-to-Consumer” communication, and begin to adopt the rules of “Business-to-Business” when talking to consumers. Such change of our lives is an explosion of the new – new thinking, new business, new relationships, new selling, new buying, new leisure, new humans.
In 1862, in the city of Santiago de Cuba, a family-owned business purchased a distillery, producing the first bottle of what would become known as BACARDÍ rum. In the years that followed, Bacardi expanded to become a globally recognized household name, renowned for its premium quality white rum.
The Rise of Bacardi tells the story of the Bacardi company, from its origins in the mid-19th century to its expansion in the early 20th to its international acclaim as the world's leading manufacturer of spirits today. This is the story of a company, but it is also the story of a family who has faced political and societal upheaval, from the Spanish American War to American Prohibition and the Cuban Revolution, and has continued to go from strength to strength over the last 150 years. As a member of the Bacardí family and former employee of the company, Jorge Del Rosal provides a unique insider's point of view in parallel to his own story as the company expanded in the latter half of the 20th century to today.
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.
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