The planner’s reading list
July 1, 2014 4 Comments
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 SteeleA masterclass in brand planning a collection of Stephen King EssaysEating the Big Fish by Adam MorganThe Book of Gossage by Howard GossagePerfect Pitch by John SteeleTesting to Destruction – a Paper you can get on the APG website for freeThose are the big ones, that sort of stand the test of time.Then:How Brands Grow by Byron SharpBrand Immortality by the IPAThe long and short of it – an IPA paper by Peter Field and Les BinetThere 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.Then:Cultural Strategy by Douglas HoltTransformations by Grant McCrakenThe stuff you can’t bottle King AdsVery current, more about how to do imaginative work and great cultural insight.And ongoing, blogs:Don’t bother with my rubbishRead Canalside View by Martin Weigel, go to the start and work throughRead Russell Davies’ archive before around 2008Read Rob Campbell’s wordpress blogRead Ad ContrarianScamp (for a creative point of view)