{"product_id":"9781430238294","title":"Advertisers at Work","description":"\u003cp\u003e    “Conversations with some of the sharpest minds in advertising lead the reader gently into the heart of the business. A great read whether you’re starting out in advertising or simply want to pick up some tips from the greats.”\u003c\/p\u003e\u003cp\u003e  —\u003cstrong\u003eMark Tungate\u003c\/strong\u003e, author of \u003cem\u003eAdland: A Global History of Advertising\u003c\/em\u003e and \u003cem\u003eBranded Beauty: How Marketing Changed the Way We Look\u003c\/em\u003e   \u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cp\u003e  “In \u003cem\u003eAdvertisers at Work\u003c\/em\u003e, Tracy Tuten conducts interviews with some of the ad world’s biggest players. The interviews—ranging from advertising legend Mike Hughes to leaders of the next generation like David Oakley and Susan Credle—reveal much about the nature of creativity and why we all respond to certain ads either with a laugh or a purchase. Tuten’s skillful questions also highlight how these men and women learned the craft, found mentors, and landed jobs doing things they 'didn’t 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 . . .,’ you’ll find \u003cem\u003eAdvertisers at Work\u003c\/em\u003e a valuable addition to your bookshelf.” \u003c\/p\u003e\u003cp\u003e  —\u003cstrong\u003eJohn Sweeney,\u003c\/strong\u003e Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone \u0026amp; Belding\u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cp\u003e  In \u003cem\u003eAdvertisers at Work\u003c\/em\u003e, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer \u003cstrong\u003eDr. Tracy Tuten\u003c\/strong\u003e, 18 advertising leaders share their favorite stories, debunk the myths of advertising, make predictions on the industry’s future, pay homage to the lions of the past, and offer insights into what it takes to win in the ad game today.\u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cp\u003e  Each chapter is devoted to one advertising executive, showcasing that person’s unique vision and perspective into the world of advertising. Who are these leaders? Talent, perseverance, creativity, and pure grit set these people apart—and that’s 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 leader’s experiences up close. They’ll learn from the advertisers at work. \u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cp\u003e  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 public’s mood, developing the right mix of media to launch a campaign, or pouncing on opportunities the rest of us can’t see. This book:   \u003c\/p\u003e\u003cp\u003e  \u003c\/p\u003e\u003cul\u003e   \u003cli\u003eShares the untold stories of senior executives and rising stars in advertising \u003c\/li\u003e   \u003cli\u003eDemystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives \u003c\/li\u003e   \u003cli\u003eProvides insights, strategies, and tactics readers can put to work immediately \u003c\/li\u003e   \u003cli\u003eOffers predictions on the rapidly changing advertising landscape \u003c\/li\u003e  \u003c\/ul\u003e  \u003cp\u003e\u003cem\u003eOther books in the Apress At Work Series:  \u003c\/em\u003e\u003c\/p\u003e  \u003cul\u003e   \u003cli\u003e\n\u003cem\u003eCoders at Work\u003c\/em\u003e, Seibel, 978-1-4302-1948-4 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eVenture Capitalists at Work\u003c\/em\u003e, Shah \u0026amp; Shah, 978-1-4302-3837-9 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eCIOs at Work\u003c\/em\u003e, Yourdon, 978-1-4302-3554-5 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eCTOs at Work\u003c\/em\u003e, Donaldson, Seigel, \u0026amp; Donaldson, 978-1-4302-3593-4 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eFounders at Work\u003c\/em\u003e, Livingston,  978-1-4302-1078-8 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eEuropean Founders at Work\u003c\/em\u003e, Santos, 978-1-4302-3906-2 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eWomen Leaders at Work\u003c\/em\u003e, Ghaffari, 978-1-4302-3729-7 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eAdvertisers at Work\u003c\/em\u003e, Tuten, 978-1-4302-3828-7 \u003c\/li\u003e   \u003cli\u003e\n\u003cem\u003eGamers at Work\u003c\/em\u003e, Ramsay. 978-1-4302-3351-0 \u003c\/li\u003e  \u003c\/ul\u003e           What you’ll learn\u003cul\u003e   \u003cli\u003eHow advertising’s leaders and rising stars developed their careers and overcame challenges \u003c\/li\u003e   \u003cli\u003eHow the world's best advertising professionals do their jobs \u003c\/li\u003e   \u003cli\u003eWhat industry developments worry and excite these leaders \u003c\/li\u003e   \u003cli\u003eWhat it is about advertising that motivates these unique personalities to want to be the best in the world at what they do  \u003c\/li\u003e   \u003cli\u003eExamples of how challenges can be faced and successes leveraged in advertising careers \u003c\/li\u003e   \u003cli\u003eStrategies, tactics, and insights for all jobs in advertising \u003c\/li\u003e  \u003c\/ul\u003e  Who this book is for      \u003cp\u003e     \u003cem\u003eAdvertisers at Work\u003c\/em\u003e is a book for professionals and students in advertising and related fields (marketing, public relations, branding, media), as well as those interested—maybe thanks to the AMC show \"Mad Men\"— in an endlessly fascinating industry. It targets the reader who reads new releases related to advertising (books like \u003cem\u003eEngage\u003c\/em\u003e and \u003cem\u003eWatch This\u003c\/em\u003e, \u003cem\u003eListen Up\u003c\/em\u003e, \u003cem\u003eand Click Here, \u003c\/em\u003eand hundreds of others), but wants more than a how-to or primer on a burgeoning area within the broader field. It also targets those who want to know what the people making a difference in the field of advertising today are doing, thinking, and anticipating; what they’ve experienced; and how those experiences are shaping the future of advertising.         \u003c\/p\u003e     Table of ContentsChapter 1. Chris Raih, Co-Founder and Managing Director, Zambezi \u003cp\u003eChapter 2. Kristen Cavallo, Chief Strategy Officer, Mullen\u003c\/p\u003e\u003cp\u003eChapter 3. Luke Sullivan, Former Creative Director, GSD\u0026amp;M Idea City\u003c\/p\u003e\u003cp\u003eChapter 4. Mike Hughes, President, The Martin Agency\u003c\/p\u003e\u003cp\u003eChapter 5. Susan Credle, Chief Creative Officer, Leo Burnett North America\u003c\/p\u003e\u003cp\u003eChapter 6. Marshall Ross, Chief Creative Officer, Cramer-Krasselt\u003c\/p\u003e\u003cp\u003eChapter 7. Edward Boches, Chief Innovation Officer, Mullen\u003c\/p\u003e\u003cp\u003eChapter 8. Doug Fidoten, President, Dentsu America\u003c\/p\u003e\u003cp\u003eChapter 9. David Oakley, Creative Director, BooneOakley\u003c\/p\u003e\u003cp\u003eChapter 10. Anne Bologna, Managing Director, MDC Partners\u003c\/p\u003e\u003cp\u003eChapter 11. Jayanta Jenkins, Global Creative Director, TBWA\/Chiat\/Day\u003c\/p\u003e\u003cp\u003eChapter 12. Eric Kallman, Executive Creative Director, Barton F. Graf 9000\u003c\/p\u003e\u003cp\u003eChapter 13. Craig Allen, Creative Director, Wieden+Kennedy\u003c\/p\u003e\u003cp\u003eChapter 14. Ryan O'Hara Theisen and Jonathan Rosen, Founders, Lucky Branded Entertainment\u003c\/p\u003e\u003cp\u003eChapter 15. John Zhao, Independent Filmmaker\u003c\/p\u003e\u003cp\u003eChapter 16. Ellen Steinberg and Jim Russell, Group Creative Director\/Executive Vice President and Chief Innovation Officer, McKinney\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Apress","offers":[{"title":"Default Title","offer_id":47124730085616,"sku":"9781430238294","price":19.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781430238294_p0.jpg?v=1763749854","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781430238294","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}