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Inside the Minds: The Art of Advertising is the most authoritative book ever written on the essentials behind building successful brands and implementing creative communications solutions. This title features the founders, presidents and CEOs from some of the country’s leading advertising agencies, who have each contributed chapters akin to object, experience-related white papers or essays on the core issues surrounding success in such a competitive market. In an over-arching as well as in-depth presentation of the fundamentals, authors articulate the unspoken rules and the important issues facing any agency now, and what will hold true in the future. From effective branding strategies to industry trends and challenges, this title pulls readers through all facets of advertising, from beginning to end. The difference niches represented and the various perspectives presented enable readers to really get inside the great minds of advertising and glean practical advice, as the experts go back to basics in a must-read for anyone interested in this dynamic, unique industry.
Inside the Minds—The Art of Advertising—Leading Advertising CEOs on Generating Creative Campaigns & Building Successful Brands
Aspatore Books is the largest and most exclusive publisher of C-Level executives (CEO, CFO, CTO, CMO, Partner) from the world's most respected companies. Aspatore annually publishes C-Level executives from over half the Global 500, top 250 professional services firms, law firms (MPs/Chairs), and other leading companies of all sizes. By focusing on publishing only C-Level executives, Aspatore provides professionals of all levels with proven business intelligence from industry insiders, rather than relying on the knowledge of unknown authors and analysts. Aspatore Books is committed to publishing a highly innovative line of business books, redefining and expanding the meaning of such books as indispensable resources for professionals of all levels. In addition to individual best-selling business titles, Aspatore Books publishes the following unique lines of business books: Inside the Minds, Business Bibles, Bigwig Briefs, C-Level Business Review (Quarterly), Book Binders, ExecRecs, and The C-Level Test, innovative resources for all professionals. Aspatore is a privately held company headquartered in Boston, Massachusetts, with employees around the world.
Inside the Minds
The critically acclaimed Inside the Minds series provides readers of all levels with proven business intelligence from C-Level executives (CEO, CFO, CTO, CMO, Partner) from the world's most respected companies. Each chapter is comparable to a white paper or essay and is a future-oriented look at where an industry/profession/topic is heading and the most important issues for future success. Each author has been carefully chosen through an exhaustive selection process by the Inside the Minds editorial board to write a chapter for this book. Inside the Minds was conceived in order to give readers actual insights into the leading minds of business executives worldwide. Because so few books or other publications are actually written by executives in industry, Inside the Minds presents an unprecedented look at various industries and professions never before available.
Published by Aspatore, Inc.
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First Printing, 2003
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Copyright © 2003 by Aspatore, Inc. All rights reserved. Printed in the United States of America. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, except as permitted under Sections 107 or 108 of the United States Copyright Act, without prior written permission of the publisher.
Inside the Minds Managing Editor, Carolyn Murphy, Edited by Michaela Falls, Proofread by Stephanie Afonso, Cover design by Scott Rattray & Ian Mazie
Material in this book is for educational purposes only. This book is sold with the understanding that neither any of the authors or the publisher is engaged in rendering medical, legal, accounting, investment, or any other professional service. For legal advice, please consult your personal lawyer.
This book is printed on acid free paper.
A special thanks to all the individuals that made this book possible.
The views expressed by the individuals in this book (or the individuals on the cover) do not necessarily reflect the views shared by the companies they are employed by (or the companies mentioned in this book). The companies referenced may not be the same company that the individual works for since the publishing of this book.
Acknowledgements and Dedications
Paul Allen – We would like to thank the clients and staff of Allen & Gerritsen.
Jordan Zimmerman – Many thanks to the individuals who contributed to my chapter – Zev Auerbach, Courtney Bunnell, Vince Coppola, Ron Fabbro, Richie Kahn and Pat Patregnani