Published by Adweek and written by Jon Steel, this book is an enthusiastic, irreverent and insightful look at what it takes to produce great advertising. It is written from the perspective of an advertising agency account planner, but contains lessons for us all.

It begins by looking at an often overlooked essential - the need to involve the consumer in advertising development - and the disasters that can take place when the consumer is forgotten.

Packed with great anecdotes and illustrations, the book goes on to cover how research can be used, often wrongly (this section is titled 'The Blind Leading the Bland'!) Steel then looks at how to uncover the truth and stimulate creative ideas through effective research, the creative briefing process, and how to manage creative development. Finally, he looks at just how good advertising can be, when it all goes right!

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Here's a summary of the chapter headings:

	The Failure to Involve Consumers in Advertising Communication
	Account Planning and the New Consumer Alliance
	Advertising Follows Research ... in the Wrong Direction
	Uncovering the Truth and Stimulating Creative Ideas Through Research
	The Importance of Creative Briefing
	The Perils of Researching Rough Creative Ideas
	Serendipity ' Got milk?'

A very smart, very funny look at what works, what doesn't, and why, in the sometimes maddening, sometimes inspiring business of advertising. One of the brightest books about the subject in a long, long time.
Geoffrey Frost, Director of Global Advertising, Nike Inc.

... I was glued to Jon's book. Best practice, common sense, and extraordinary intelligence throughout.
David Wheldon, President, BBDO Europe

Highly recommended for anyone involved in advertising. Buy it at Amazon.