JON STEEL

Este es un libro de lectura imprescindible para todo publicitario. Explica muy bien lo que es la planificación de cuentas, que es un arte, y al hacerlo, inevitablemente, habla de publicidad, que tambien es un arte, a cuyo servicio esta la planificacion. La esencia de una y otra vienen resumidas en esta frase, que el autor recoge del nobel bioquimico Albert Szernt-Gyiorgyi: descubrir consiste en mirar la misma cosa como todo el mundo y pensar algo distinto. El planificador de cuentas es alguien encargado de hablar con los consumidores. Por ello ha de investigar. El objetivo de la planificacion es ayudar al desarrollo creativo de la campaña. El planificador no depende del grupo creativo, no esta a sus ordenes, pero si a su servicio. Es como si la investigacion publicitaria dejara de pertenecer a los dominios del marketing, de la ciencia, y pasara a los dominios del arte, de la creacion y de la intuicion. Y al servicio de otro dueño, las investigaciones publicitarias hay que hacerlas de otro modo. Tal y como aqui nos los cuenta el autor. En cierto modo, este libro viene tambien a proclamar una revolucion en la investigacion consecuente y en paralelo a lo que significo la revolucion creativa en la publicidad.

account planning exists for the sole purpose of creating advertising that truly connects with consumers. while many in the industry are still dissecting consumer behavior, extrapolating demographic trends, developing complex behavioral models, and measuring pavlovian salivary responses, steel advocates an approach to consumer research that is based on simplicity, common sense, and creativity--an approach that gains access to consumers hearts and minds, develops ongoing relationships with them, and, most important, embraces them as partners in the process of developing and advertising. a witty, erudite raconteur and teacher, steel describes how successful account planners work in partnership with clients, consumer, and agency creatives. he criticizes research practices that, far from creating relationships, drive a wedge between agencies and the people they aim to persuade; he suggests new ways of approaching research to cut through the bs and get people to show their true selves; and he shows how the right research, when translated into a motivating and inspiring brief, can be the catalyst for great creative ideas. he draws upon his own experiences and those of colleagues in the united states and abroad to illustrate those points, and includes examples of some of the most successful campaigns in recent years, including polaroid, norwegian cruise line, porsche, isuzu, got milk? and others. the message of this book is that well-thought-out account planning results in better, more effective marketing and advertising for both agencies and clients. and also makes an evening in front of the television easier to bear for the population at large.