Excellence in Advertising: The IPA guide to best practice - Hardcover

Butterfield, Leslie

Hardcover

ISBN 10: 1138171662 ISBN 13: 9781138171664

Publisher: Routledge, 2016

Synopsis

While many books on advertising are written by people whose experience of the industry is either limited or else rather distant in time, Excellence in Advertising, has been created by a group of people who are directly involved in the business currently and are at the very top of their profession.

The first edition of this book, published in 1997, proved to be a huge success both in the UK and internationally. This new edition is substantially updated and enlarged - with new authors added and new subjects covered.

The cast list of authors, headed by Leslie Butterfield as editor and contributor, reads like a veritable Who's Who of advertising and marketing: John Bartle, Steve Henry, Professor Peter Doyle, Mike Sommers and now also Richard Hytner, Tim Broadbent, Tim Pile and others.

Together their contributions present an authoritative view on what constitutes best practice in a wide range of key areas that are the context for the creation of effective advertising:

Building successful brands
Strategy development
The analysis and interpretation of qualitative research
Creative briefing
Media strategy

AND NEW IN THIS EDITION:

Managing relationships
Evaluating advertising
Loyalty
Shareholder value
Total communication strategy

Combining state-of-the-art thinking and practical advice, this book will be of value to those who use advertising to build brands, those who study advertising and its role and to those actively engaged in producing excellence in advertising on a daily basis.

Leslie Butterfield is Chairman of Partners BDDH, the agency he founded in 1987. He is one of the UK advertising industry's most respected strategists, and a regular contributor to advertising conferences and publications. He was Chairman of the IPA's Training and Development Committee from 1989 to 1997 and is now a Council Member and Fellow of the IPA.

About this title

About the Author

Leslie Butterfield has spent all of his career in the world of brands. After graduating with a Masters degree in Marketing, he developed his strategic skills at two of London's foremost advertising agencies before starting his own agency, Partners BDDH, in 1987. From 2000 and 2003 he ran the brand consultancy, Butterfield8. In 2003 he merged this business into the Ingram Partnership, where he is now Managing Partner. His clients have included British Telecom, Honda, Seagram, British Airways, the Co-operative Group, the UK Government and Mercedes-Benz.

Leslie is a fellow of the institute of Practitioners in Advertising and is widely recognised within the UK communications industry as one of its leading strategic thinkers. He has published three previous books - on communications strategy, the business contribution of advertising and brand valuation. Leslie lives and works in central London.

About this edition

• Publisher: Routledge
• Publication date: 2016
• ISBN 10: 1138171662
• ISBN 13: 9781138171664
• Binding: Hardcover
• Edition number: 2
• Number of pages: 324