Tuesday, 8 October 2013

3 Books Everyone In Advertising Should Read



I'm sure I'm not the only person in advertising that has been recommended about 3 million must-read books about behavioural economics, strategy, thinking differently, problem solving, social anthropology... the list goes on. So it's with a bit of trepidation that I'm writing this post. Having said that these three books all made a big impact on how I work fairly immediately and I think that's worth sharing.

A Technique For Producing Ideas

This book is 45 very small pages long,  you can read it in half an hour. That alone almost makes it worth reading. However the legendary Bernbach makes an even more compelling case than that - 'James Webb Young conveys in his little book something more valuable than the most learned and detailed texts on the subject of advertising.' 

Good Strategy / Bad Strategy

This is a book that at no point mentions planning or for that matter even advertising. It is an unbelievably clear articulation of what strategy is, illustrated through case studies ranging from the Cold War to Walmart's supply chain to Hannibal's victory over the Roman army. This clear articulation of exactly what strategy is has formed a framework for me to work to and constantly judge my work against. My friend and fellow planner Verity has summarised that framework brilliantly here.

A Master Class In Brand Planning

I think everyone's heard of this one but I couldn't leave it out. A collection of short essays by advertising's foremost planners on what they think planning should be. It might be a massive book but the essays are short, concise and bursting with a million things to learn. So easy to pick up for a quick read and learn a shitload.

P.S. Hope that was useful. If you thought it was and can find it in your heart to give the post a little shout out on twitter I'd be forever grateful!

1 comment:

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