In the spirit of “borrowing” from other people smarter than me, here’s a solid planning reading list from Andrew Hovell. I’ve read a bunch of these and they are all fantastic. I’ll be working my way through several more this summer.
Read, in this order:
Truth Lies and Advertising By John Steele
A masterclass in brand planning a collection of Stephen King Essays
The Book of Gossage by Howard Gossage
Perfect Pitch by John Steele
Testing to Destruction – a Paper you can get on the APG website for free
Those are the big ones, that sort of stand the test of time.
How Brands Grow by Byron Sharp
Brand Immortality by the IPA
The long and short of it – an IPA paper by Peter Field and Les Binet
There are the ones with the most up to date data on how advertising and stuff really work and are essential – but it’s essential to form your own opinion too.
Cultural Strategy by Douglas Holt
Transformations by Grant McCraken
The stuff you can’t bottle King Ads
Very current, more about how to do imaginative work and great cultural insight.
And ongoing, blogs:
Don’t bother with my rubbish
Read Canalside View by Martin Weigel, go to the start and work through
Read Russell Davies’ archive before around 2008
Read Rob Campbell’s wordpress blog
Read Ad Contrarian
Scamp (for a creative point of view)
And for my on becoming a planner, I recommend: