by David Meikle (Author)
How to buy a gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive, and more effective ways. This is a well-informed exploration of the eternal triangle of marketing, agency and procurement and will provide valuable guidance and insights to anyone involved in the purchase, management or creation of advertising.
Format: Hardcover
Pages: 256
Publisher: Lid Publishing
Published: 29 Jun 2017
ISBN 10: 1911498398
ISBN 13: 9781911498391
How to Buy a Gorilla can change the relationship between those who buy and those who sell marketing services ...if you let it. Insightful, practical, and readable, it's a highly recommended handbook for one of marketing's toughest challenges.
--Mark Earls, aka HERDmeister, author of HERD, I'll Have What She's Having, and Copy, Copy, Copy'What gets measured gets managed.' This belief has led to the current business mania for quantification. However, in this timely and enjoyable book, David Meikle has discovered the unintended consequence of this rule: 'what gets mismeasured gets mismanaged.' his observation and suggestions are therefore essential not only for people in advertising and marketing, but in any of many businesses where incentives and value-creation have become badly misaligned.
--Rory Sutherland, Vice Chairman, Ogilvy Group UK, and TED Speaker
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