Business-plan

There is a sense of vagueness surrounding the role of Planner in most Advertising agencies. Just what do they do? Well this is the curtain puller on this particular act. It is emminently readable (for an industry book) and clear in it's direction. I am particularly impressed by the cilibre of writers and the experience they bring to bear on the subject of planning in advertising. If you're like me and never realised what a complex process it was to get a marketing idea from the client to the creative writers to the media then this is the book for you. It succinctly explains the process of planning from the client driven request through research of brand, target audience and the writing of the all important creative brief. It's a book that can be read from start to finish as well as providing excellent reference material. This is a must for anyone in advertising or for that matter, anyone interested in it's process. Written by British Advertising Planners it has a distinctly European perspective but then the UK is the centre of Advertising excellence and this book goes some way in explaining why.