Apples, Insights and Mad Inventors An Entertaining Analysis of Modern Marketing

by Bullmore, Jeremy

• ISBN13: 9780470029152
• ISBN10: 0470029153
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-05-12
• Publisher: WILEY

Summary

Apples, Insights and Mad Inventors is a collection of timeless, thought-provoking observations on a range of marketing issues from one of the industry's best-known names - Jeremy Bullmore. Most of the pieces originally appeared in the annual reports of WPP, while others were the basis for conference keynote addresses. With topics ranging from client management and brand management to strategy and product development, and sources of inspiration as diverse as Posh Spice and Benjamin Franklin, this entertaining and enlightening book is essential reading for any communications professional.

Author Biography

<b>Jeremy Bullmore</b> was born in 1929. From 1954 until 1987, he was with J. Walter Thompson in London: as copywriter, producer, head of the creative department and - from 1976 to 1987 - chairman, London.<a name="_Hlt511193233"></a> From 1981 to 1987, he was also chairman of the Advertising Association.<br> From 1988 to 2001, he was a non-executive director of the Guardian Media Group and from 1988 to 2004 a non-executive director of WPP. He remains with WPP as a member of the Advisory Board. He&#8217;s a past president of Nabs and current president of The Market Research Society. He&#8217;s a regular columnist for <i>Campaign, Management Today, Market Leader</i> and <i>The Guardian</i>, and was awarded a CBE in 1985.<br> <i>Another Bad Day at the Office?</i> was published by Penguin in 2001 and continues to reprint today. The third, greatly enlarged, edition of his book <i>More Bull More: Behind the Scenes in Advertising (Mark III)</i> was published by WARC in 2003. <i>Ask Jeremy</i>, an edited compilation of his <i>Campaign</i> columns, was published by Haymarket in 2004.<br> Jeremy has three grown-up children and lives with his wife Pamela in London and Wiltshire.

Table of Contents

Foreword by Sir Martin Sorrell.

About the Author.

Introduction.

Polishing the Apples.

Time-and-Motion Man and The Mad Inventor.

Why Every Brand Encounter Counts.

The Clipboard and the Copywriter.

Posh Spice & Persil.

Benjamin Franklin and the Kuala Lumpur Question.

The Steak & Kidney Pie That Wasn’t.

Why is a Good Insight Like a Refrigerator?

Index.