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Author:   Steve Harrison
Publisher:   Adworld Press
Imprint:   Adworld Press
Edition:   3rd Revised edition
Dimensions:   Width: 12.70cm , Height: 1.70cm , Length: 20.30cm
Weight:   0.318kg
ISBN:  

9780957151529

ISBN 10:   0957151527
Pages:   290
Publication Date:   16 July 2021
Audience:   College/higher education ,  Adult education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Further / Higher Education
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock  
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Table of Contents

Chapter 1: Can't Sell Won't Sell. Chapter 2: Why we've lost interest in selling. Chapter 3: Why our left-wing bias makes us so intolerant. Chapter 4: Why we're saving the world. Chapter 5: Why clients are embracing purpose. Chapter 6: Who's buying the purpose pitch?  Chapter 7: When purpose works - and when it doesn't. Chapter 8: Why we're losing touch with the people who matter most. Chapter 9: So what would I do if I was you? Chapter 10: Commercial purpose or social purpose? Adland's response to Covid-19 and the post-pandemic recession. Chapter 11: Advertising's Somewheres speak out. Chapter 12: The clique that's setting adland's agenda. Chapter 13: Diversity - has adland missed the point?. Chapter 14: Fit for purpose?. Chapter 15: 2021 Delusion and reality. Chapter 16: New blood New hope. Notes. Index.

Reviews

Brace yourself. This is a ruthlessly direct analysis of what's gone wrong with our advertising. And why. And what we should do about it. Jeremy Bullmore, WPP Advisory Board This book is terrific. It constantly made me go 'Yes, yes. I think that but I didn't realise I thought it until you just said it'. Paul Burke, Advertising writer, producer and director The world of marketing currently displays an evangelical zeal to induct society into its progressive 'reality'. If advertising follows Steve Harrison's advice and resists this misguided attempt to stage a corporate revolution from above, it could be its finest hour. Tom Gallagher, Emeritus Professor of Politics, University of Bradford Little has caused me to think about our industry and where we are at more recently than Can't Sell, Won't Sell. This is a fascinating and incredibly researched piece of work. Not that I agree with all of it but the issues Steve raises got the cogs whirring and sharpened my own thinking about whether and why the business has lost its appetite for the sale. Richard Huntington, Chairman and Chief Strategy Officer, Saatchi & Saatchi London Group Very well done. Very readable. Up-to-date. And makes very good and unusual points. Especially about the political bias and its influence on the industry. That's not something I've seen properly discussed before. Mark Ritson, Marketing Week This is a welcome - and timely - reminder that our industry has lost the plot. Those who know how to build and grow brands have been marginalised as irrelevant or, like me, have left the building. Steve Harrison calls bullshit on those lazy, right-on individuals and companies who have lost touch with commercial reality. Jon Steel, Author, Truth, Lies & Advertising, and Perfect Pitch Steve expertly dissects the major problems at the heart of an underperforming industry that is bound up in its own self-worth, and fails to understand the very people it seeks to engage and influence. It is the wake up call advertising needs. Andrew Tenzer, Director of Market Insight & Brand Strategy at Reach Plc An excellent book which encapsulates the problem powerfully and backs it up with sources and numbers. It would be good for our industry if lots of agencies buy it and distribute it to their staff. Dave Trott, Creative director, copywriter, author Can't Sell Won't Sell is a highly provocative and passionate plea for less uniformity and greater diversity of thought in advertising, and a book that urges the industry to take pride in selling again. Whether you agree with it or disagree with it, do read it. Orlando Wood, Author, Lemon: How the advertising brain turned sour

Author Information

Steve was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW, where, in the seven years the agency operated, he won more Cannes Lions (18) in his discipline than any creative director in the world. His work has subsequently featured in the D&AD Copy Book. He has also authored Changing the world is the only fit work for a grown man; How to write better copy; and How to do better creative work - the latter becoming the most expensive advertising book ever when it traded on amazon for £3,854 a copy.

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