Truth, Lies & Advertising: The Art of Account Planning by Jon Steel | BUY
Planning is a craft. As a craft it must be nurtured and respected. Jon Steel is one of the greats of account planning and shares his wisdom on the art of account planning. Many people outside of advertising are unaware of account planning. However, it is the backbone of the great creative work you see on TV, in magazines, on billboards, and online. Moreover I view planners as the alchemists of the communications world. At our best we can turn copper into gold and give you a reason to believe that ‘diamonds are forever’. My dad always used to tell me that “advertising is about getting people to buy things they don’t need and believe things they don’t understand”. He was right that there exist a negative aspect of advertising, however I hope to bring honesty back to the industry. The art of changing human consciousness is what planners excel in. I hope to learn more about my craft and how to use it for good by reading this book. If this is not enough reason to read Jon Steel’s magnum opus then check out my web resource for planners PWW.
