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11 Steps to Brand Heaven: The Ulitmate Guide to Buying an Advertising Campaign

11 Steps to Brand Heaven: The Ulitmate Guide to Buying an Advertising Campaign

by Len Weinreich (Author)

  • Used

    Paperback 2001

    $3.28
Synopsis

Companies spend billions of pounds on advertising campaigns with little or no idea of whether they will work - and most don't , says Len Weinreich. After spending more than 40 years in the ad business, Weinreich decided to spill the beans on how ad agenices excel in spending clients' money by bamboozling them with creative clap-trap. His vast experience also led him to the conclusion that the battle for customer loyalty carries theological overtones, which he so eloquently reveals in his 11 Steps to Brand Heaven. The formation of priesthoods; the crafting of icons; the demonstration of miracles and the giant leaps of faith are all evident in the quest for brand heaven. For all those who are their brand's chosen representative on earth, Len Weinreich uncovers a web of dogma, shibboleths and worship of false prophets to bring them a true insider's guide to: - judging agency presentations more unconventionally, objectively and critically - buying more effective ads more efficiently - developing a sixth sense when making creative decisions.

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More Information

Format: Paperback
 Pages: 272
 Edition: 1
 Publisher: Kogan Page
Published: 01 Mar 2001
ISBN 10: 0749435488
ISBN 13: 9780749435486

Media Reviews
- Weinreich is a witty and astute observer - guru even - his honesty about the creation of ad campaigns is refreshingly sharp Marketing Magazine - a witty, illuminating and irreverent work..informative reading for any ambitious brand manager Marketing Business
Author Bio
Until a heart attack and a stern cardiologist forced him to forsake a 22-year stretch as creative director, Len Weinreich was responsible for many classic and ground breaking advertising campaigns at a number of agencies. In the late 1960's it was Mary Quant's Make-Up to Make-Love In and the classic Fernet Branca campaigns that won the plaudits. In the 1970's, Vladivar Vodka from Warrington, Road Safety, plus Sir Robert Mark for Goodyear Tyres. In the 1980's, acclaimed TV work for Bailey's Irish Cream and Piat d'Or. Outspoken and incisive, Len Weinreich's opinions on advertising have been sought by juries and conferences throughout the world (for 18 months he wrote a regular column for Marketing Magazine) A member of Design and Art Direction since 1969 and a fellow of the Institute of Practitioners in Advertising, he also held the longest ever tenure as President of the London Advertising Creative Circle. Since leaving the business in 1991, he has spent time thinking about the advertising business and lending specialist help to a number of deserving charities.