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LEADER 00000cam a2200805 a 4500
001 810078967
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008 120917s2012 cau o 001 0 eng d
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024 7 10.1007/978-1-4302-3829-4|2doi
024 8 9781430238287
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082 04 659.1
082 04 659.1|223
099 eBook O’Reilly for Public Libraries
100 1 Tuten, Tracy L.,|d1967-|1https://id.oclc.org/worldcat/
entity/E39PCjJ3rK66MyMjTBdrJRV7gX
245 10 Advertisers at work /|cTracy Tuten.|h[O'Reilly electronic
resource]
260 Berkeley, CA :|bApress ;|aNew York :|bDistributed to the
Book trade worldwide by Springer,|c©2012.
300 1 online resource
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
347 text file
347 |bPDF
505 00 |tChris Raih: Co-Founder and Managing Director Zambezi --
|tKristen Cavallo: Chief Strategy Officer Mullen --|tLuke
Sullivan: Former Creative Director GSD & M Idea City --
|tMike Hughes: President The Martin Agency --|tSusan
Credle: Chief Creative Officer Leo Burnett North America -
-|tMarshall Ross: Chief Creative Officer Cramer-Krasselt -
-|tEdward Boches: Chief Innovation Officer Mullen --|tDoug
Fidoten: President Dentsu America --|tDavid Oakley:
Creative Director BooneOakley --|tAnne Bologna: Managing
Director MDC Partners --|tJayanta Jenkins: Global Creative
Director TBWA/Chiat/Day --|tEric Kallman: Executive
Creative Director Barton F. Graf 9000 --|tCraig Allen:
Creative Director Wieden+Kennedy --|tRyan O'Hara Theisen
and Jonathan Rosen: Founders Lucky Branded Entertainment -
-|tJohn Zhao: Independent Filmmaker --|tEllen Steinberg
Jim Russell: Group Creative Director/EVP Chief Innovation
Officer McKinney.
520 8 Annotation|bConversations with some of the sharpest minds
in advertising lead the reader gently into the heart of
the business. A great read whether youre starting out in
advertising or simply want to pick up some tips from the
greats. Mark Tungate, author ofAdland: A Global History of
AdvertisingandBranded Beauty: How Marketing Changed the
Way We LookInAdvertisers at Work, Tracy Tuten conducts
interviews with some of the ad worldsbiggest players. The
interviewsranging from advertising legend Mike Hughes to
leaders of the next generation like David Oakley and Susan
Credlereveal much about the nature of creativity and why
we all respond to certain ads either with a laugh or a
purchase. Tutens skillful questions also highlight how
these men and women learned the craft, found mentors, and
landed jobs doing things they 'didnt know you could get
paid to do.' They talk about successes and failures, their
hopes and dreams, and the direction of the industry as we
move into the age of social and branded media. If you are
in the field of advertising or one of those people who
often say, Hey, did you see that commercial . . ., youll
findAdvertisers at Worka valuable addition to your
bookshelf. John Sweeney, Distinguished Professor, School
of Journalism University of North Carolina, Chapel
Hill;Former Associate Creative Director, Foote, Cone s
future, pay homage to the lions of the past, and offer
insights into what it takes to win in the ad game today.
Each chapter is devoted to one advertising executive,
showcasing that persons unique vision and perspective into
the world of advertising. Who are these leaders? Talent,
perseverance, creativity, and pure grit set these people
apartand thats where their similarities end. With a mix of
senior contributors and up-and-coming talent representing
the creative crafts, media, planning, and account services
from a variety of agencies and locales, this book pulls
back the curtain and invites readers to live each leaders
experiences up close. Theyll learn from the advertisers at
work. Every interview shows how advertising leaders have
an impact on a day-to-day basis: charting strategy, making
effective pitches, managing clients and key partners,
calling in the creative muse, reading the publics mood,
developing the right mix of media to launch a campaign, or
pouncing on opportunities the rest of us cant see. This
book:Shares the untold stories of senior executives and
rising stars in advertisingDemystifies the craft of
advertising from the perspectives of creatives, media
strategists, planners, and account executivesProvides
insights, strategies, and tactics readers can put to work
immediatelyOffers predictions on the rapidly changing
advertising landscapeOther books in the Apress At Work
Series:Coders at Work, Seibel, 978-1-4302-1948-4Venture
Capitalists at Work, Shah & Shah, 978-1-4302-3837-9CIOs at
Work, Yourdon, 978-1-4302-3554-5CTOs at Work, Donaldson,
Seigel, & Donaldson, 978-1-4302-3593-4Founders at Work,
Livingston, 978-1-4302-1078-8European Founders at Work,
Santos, 978-1-4302-3906-2.
542 |fCopyright © 2012 by Tracy Tuten|g2012
546 English.
590 O'Reilly|bO'Reilly Online Learning: Academic/Public
Library Edition
650 0 Advertising.
650 0 Advertising|xManagement.
650 0 Business.
650 0 Management science.
650 6 Affaires.
650 6 Sciences de la gestion.
650 6 Publicité|xGestion.
650 7 businesses (business enterprises)|2aat
650 7 business (commercial function)|2aat
650 7 Informatique.|2eclas
650 7 Management science|2fast
650 7 Business|2fast
650 7 Advertising|2fast
650 7 Advertising|xManagement|2fast
653 4 Economics.
653 4 Economics/Management Science.
776 08 |iPrint version:|aTuten, Tracy L., 1967-|tAdvertisers at
work.|d[New York] : Apress : Distributed by Springer
Science+Business Media, ©2012|z9781430238287
|w(OCoLC)805222506
856 40 |uhttps://ezproxy.naperville-lib.org/login?url=https://
learning.oreilly.com/library/view/~/9781430238287/?ar
|zAvailable on O'Reilly for Public Libraries
938 Askews and Holts Library Services|bASKH|nAH29482979
938 ebrary|bEBRY|nebr10602400
938 EBSCOhost|bEBSC|n1173487
938 YBP Library Services|bYANK|n9785831
994 92|bJFN