Advertising Best Practices 2008-2009 is an authoritative, insider's perspective on the newest trends and best campaign strategies of the past year, as well as the next big thing to prepare for in the year to come. Featuring Presidents and CEOs representing some of the nation s leading advertising agencies, this book provides a broad yet comprehensive overview of how leaders in the industry approach the challenge of developing creative and attention-grabbing campaigns that stand out in today's barrage of media. The authors weigh in on the significance of viral advertising and marketing, global branding, and user-generated media in today's business world, and provide real-world examples of both new and traditional media campaigns of the past year that have caught the eyes of consumer and industry leaders alike. From the benefits and challenges of utilizing an integrated marketing strategy to the continued importance of proper positioning in the marketplace, these experts comment on 2008's largest advertising movements and share their advice for staying up to date on what trends 2009 may hold. Additionally, the authors emphasize the importance of weeding out short-term fads from industry-changing trends in order to maintain relevancy with consumers. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great strategic minds of today, as experts offer an insider's glimpse into this creativity-driven industry.
Inside the Minds provides readers with proven business intelligence from C-Level executives (Chairman, CEO, CFO, CMO, Partner) from the world's most respected companies nationwide, rather than third-party accounts from unknown authors and analysts. Each chapter is comparable to an essay/thought leadership piece and is a future-oriented look at where an industry, profession, or topic is headed and the most important issues for the future. Through an exhaustive selection process, each author was hand-picked by the Inside the Minds editorial board to author a chapter for this book.
Chapters Include:
1. John Dietz, EVP and CCO, Grey Healthcare Group - "Viral Storytelling: A Healthy Approach to Health Care Communications"
2. Joe Zubi, COO, Zubi Advertising - "Forging Relationships in New Ways"
3. Jody Moxham, Chairman and CEO, PhaseOne Communications Inc. - "Getting it Right the First Time: Responding to New Challenges in Today's Demanding Markets"
4. Dick Maggiore 45, President and CEO, Innis Maggiore - "The CEO s Number One Responsibility: Identifying and Articulating Your Brand's Difference"
5. Bryan K. Ward, CEO and CCO, Giant Ideas - "Creative Advertising Needs Giant Thinking"
6. Stan Richards, Principal, The Richards Group - "Where Focus Works"
