Advertisers At Work,New

Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether youre starting out in advertising or simply want to pick up some tips from the greats.Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We LookIn Advertisers at Work, Tracy Tuten conducts interviews with some of the ad worlds biggest players. The interviewsranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credlereveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tutens skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they 'didnt know you could get paid to do.' They talk about successes and failures, their hopes and dreams, and the direction of the industry as we move into the age of social and branded media. If you are in the field of advertising or one of those people who often say, Hey, did you see that commercial . . ., youll find Advertisers at Work a valuable addition to your bookshelf.John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone & BeldingIn Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industrys future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today.Each chapter is devoted to one advertising executive, showcasing that persons unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apartand thats where their similarities end. With a mix of senior contributors and upandcoming talent representing the creative crafts, media, planning, and account services from a variety of agencies and locales, this book pulls back the curtain and invites readers to live each leaders experiences up close. Theyll learn from the advertisers at work.Every interview shows how advertising leaders have an impact on a daytoday basis: charting strategy, making effective pitches, managing clients and key partners, calling in the creative muse, reading the publics mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us cant see. This book:Shares the untold stories of senior executives and rising stars in advertising Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives Provides insights, strategies, and tactics readers can put to work immediately Offers predictions on the rapidly changing advertising landscapeOther books in the Apress At Work Series: Coders at Work, Seibel, 9781430219484 Venture Capitalists at Work, Shah & Shah, 9781430238379 CIOs at Work, Yourdon, 9781430235545 CTOs at Work, Donaldson, Seigel, & Donaldson, 9781430235934 Founders at Work, Livingston, 9781430210788 European Founders at Work, Santos, 9781430239062 Women Leaders at Work, Ghaffari, 9781430237297 Advertisers at Work, Tuten, 9781430238287 Gamers at Work, Ramsay. 9781430233510