Bridging the Gap between Agency, Media Provider and Marketer - Introduction

by: Anne Haynes

I am in the process of reading one of the best books I have read in a couple of years regarding marketing and advertising; What Sticks by Rex Briggs and Greg Stuart.

Since I currently work at an agency, I am always seeking knowledge about agency life, interactive advertising, traditional advertising and rich media. Briggs and Stuart within just a few hours of reading built very strong cases for why collaboration, data analysis, and agency cultures are huge obstacles facing the new marketing and advertising era.

I must give some highlights, because truly everyone needs the cliff notes on this book.

Introduction

When I found What Sticks, I was browsing the business section at Borders Books in Mission Valley, San Diego. I was preparing to visit my family and had a total of about 8 hours round trip to burn on an airplane. The title caught me first, What Sticks as a Search Marketing Manager and substitute media planner and buyer the name stuck and then I read the introduction. Briggs and Stuart build their value very quickly within the Acknowledgements and Introduction of the book; they had huge support when writing this book; Association of National Advertising (ANA), American Association of Advertising Agencies (AAAA), European Society of Opinion and Marketing Research (ESOMAR), Advertising Research Foundation (ARF), Interactive Advertising Bureau (IAB), Newspaper Association of America (NAA), MSN, Google, Yahoo!, 24/7 RealMedia, ABC, Advertising.com, CNET, DoubleClick, Forbes.com, New York Times Digital, Real Networks, Walt Disney Internet Group, and many more.

The fruit of this book analyzed 1$ billion in advertising spend and gave examples of 30 marketers. Quickly, Briggs and Stuart summarized the 275 page book when they state the 12$ million wasted in advertising can be fixed with business fundamentals.

Tuesday 12 Dec 2006 | Anne Haynes | Online Advertising

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