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Someone asked me what a reading list for a new planner would be, how to engage with creatives and how to get a job in the UK when you live in Australia.
This is what I said. Any other thoughts?
Posted at 10:13 AM in The day job | Permalink
I would add to the third-to-last paragraph, keep your feet on the ground. Remember what real people (like you) think about products, brands and advertising. Observe your own and others' behaviour.
That way, you write briefs that are grounded in reality (teenagers are more likely to pull if they spray on some deodorant like Lynx) than get sucked into the brand's solipsistic fantasy world (Lynx produces the best smelling range of deodorant in the world!).
May 16, 2014 at 12:57 PM
I'd add 'Good Strategy/Bad Strategy' by Richard Rumelt to your initial list, and add in the first 3 / 4 years of Adliterate to the blogs you should read.
May 19, 2014 at 01:18 PM
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