Advertisers at Work (Paperback)

“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.”

―Mark Tungate, author of Adland: A Global History of Advertising and Branded Beauty: How Marketing Changed the Way We Look  

“In Advertisers at Work, 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 Advertisers at Work a valuable addition to your bookshelf.”

―John Sweeney, Distinguished Professor, School of Journalism University of North Carolina, Chapel Hill;Former Associate Creative Director, Foote, Cone & Belding

In Advertisers at Work, readers will gain insights from the most interesting people working in the field of advertising today, told in their own words. Guided by interviewer Dr. Tracy Tuten, 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.

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.

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:  

• Shares the untold stories of senior executives and rising stars in advertising
• Demystifies the craft of advertising from the perspectives of creatives, media strategists, planners, and account executives
• Provides insights, strategies, and tactics readers can put to work immediately
• Offers predictions on the rapidly changing advertising landscape

Other books in the Apress At Work Series: 

• Coders at Work, Seibel, 978-1-4302-1948-4
• Venture Capitalists at Work, Shah & Shah, 978-1-4302-3837-9
• CIOs at Work, Yourdon, 978-1-4302-3554-5
• CTOs at Work, Donaldson, Seigel, & Donaldson, 978-1-4302-3593-4
• Founders at Work, Livingston,  978-1-4302-1078-8
• European Founders at Work, Santos, 978-1-4302-3906-2
• Women Leaders at Work, Ghaffari, 978-1-4302-3729-7
• Advertisers at Work, Tuten, 978-1-4302-3828-7
• Gamers at Work, Ramsay. 978-1-4302-3351-0

「與廣告界最聰明的人進行對話，讓讀者輕鬆地進入這個行業的核心。無論你是在廣告業剛起步，還是想從這些大師身上學到一些技巧，這都是一本很棒的閱讀。」- Mark Tungate，《廣告界：全球廣告史》和《品牌美：行銷如何改變我們的外貌》的作者

「在《廣告人的工作》中，Tracy Tuten與廣告界最重要的人物進行了訪談。這些訪談涵蓋了從廣告傳奇人物Mike Hughes到下一代領袖David Oakley和Susan Credle的廣告界領袖。這些訪談揭示了創造力的本質，以及為什麼我們對某些廣告有笑聲或購買反應。Tuten巧妙的問題也突顯了這些男女是如何學習這個行業、找到導師並獲得工作的。他們談論了成功和失敗，他們的希望和夢想，以及我們進入社交和品牌媒體時代的行業方向。如果你從事廣告行業，或者經常說『嘿，你看到那個廣告了嗎...』，你會發現《廣告人的工作》是你書架上寶貴的一本書。」- John Sweeney，北卡羅來納大學教堂山分校新聞學院傑出教授，前富特康貝爾廣告公司副創意總監

在《廣告人的工作》中，讀者將以這些廣告界最有趣的人的自述為基礎，獲得對當今廣告領域的深入洞察。在訪問者Tracy Tuten的引導下，18位廣告領袖分享了他們最喜歡的故事，揭開了廣告的神秘面紗，對行業的未來做出預測，向過去的獅子們致敬，並提供了在當今廣告遊戲中取勝所需的見解。

每一章都專注於一位廣告執行官，展示了他們獨特的視野和對廣告世界的看法。這些領導者有哪些呢？天賦、毅力、創造力和純粹的毅力使這些人與眾不同，這也是他們的相似之處。這本書匯集了來自各種機構和地區的資深貢獻者和新興人才，代表了創意、媒體策略、計劃和客戶服務等領域。這本書拉開了幕布，邀請讀者近距離體驗每一位領導者的經歷。他們將從廣告人的工作中學習。

每一次訪談都展示了廣告領導者如何在日常工作中產生影響：制定策略、進行有效的推銷、管理客戶和重要合作夥伴、喚醒創意靈感、讀懂公眾情緒、開發適合發起活動的媒體組合，或抓住我們其他人看不到的機會。這本書：

- 分享了高級執行官和新星在廣告界的未被告知的故事
- 從創意人員、媒體策略師、計劃師和客戶執行人員的角度解密了廣告的技藝
- 提供讀者可以立即應用的見解、策略和戰術
- 提供對快速變化的廣告行業的預測

《Apress At Work系列的其他書籍》：
- 《Coders at Work》, Seibel, 978-1-4302-1948-4
- 《Venture Capitalists at Work》, Shah & Shah, 978-1-4302-3837-9
- 《CIOs at Work》, Yourdon, 978-1-4302-3554-5
- 《CTOs at Work》, Donaldson, Seigel, & Donaldson, 978-1-4302-3593-4
- 《Founders at Work》, Livingston, 978-1-4302-1078-8
- 《European Founders at Work》, Santos, 978-1-4302-3906-2
- 《Women Leaders at Work》, Ghaffari, 978-1-4302-3729-7
- 《Advertisers at Work》, Tuten, 978-1-4302-3828-7
- 《Gamers at Work》, Ramsay, 978-1-4302-3351-0」