MY NEW BOOK IS HERE!

The advertising prophets and their booming speakers

Prominent heads divulge the secrets behind successful advertising

The book will be released in February 2012

Short description:

Just ten years ago, the topic of successful advertising was treated as a short story. For agencies, it was enough to maintain an aura of creativity and ingenuity to ensure that life was good. But that's all in the past now. New trends such as social media and mobile marketing are making the agencies scramble, and customers are critically scrutinizing the fees for agency services. The image of the cool employer with sex appeal has collapsed, and thanks to the market researchers' test mania, creativity is yielding to mathematical calculation.

But what really characterizes successful advertising today? How is the industry reinventing itself? Heiko Burrack delivers answers to these and other questions in this report. Agency managers, decision-makers from marketing and purchasing departments, market researchers and auditors all speak out about advertising. This results in a concentrate of interesting insights that agencies would never reveal to their clients, and vice-versa. A book that allows a clash of various beliefs about advertising, pointing the way toward new and functional paths.

Successful new business for advertising agencies

Mandatory reading for agencies and lone fighters - for anyone making a living in the communications industry. New business expert Heiko Burrack sheds light on the scene with his new book, lifting the veil of "new business".

What is the truth behind "cost cruncher" procurement? Which factors are crucial in budget allocation? The author delves into the most frequent errors involved in account acquisition and provides deep insights into previously sealed areas. From positioning through contacting to the final pitch presentation, this book illustrates a fresh approach to "new business".

COMMENTS ON THE BOOK

"Burrack takes a close look and draws up a nuanced picture of the relevant factors and approaches to success in client acquisition - with detailed research and a clear view on the changing perspectives of agency sales."

Andreas's Altmann, Global Category Manager Marketing - Deutsche Bank AG

"New business is the engine of an agency. A half- dozen principles and rules ultimately decide who is successful or unsuccessful. It's a wonder that Heiko Burrack's book is the first to map out new business strategies."

Lothar Leonhard, Chairman - Ogilvy & Mather Frankfurt

"The Burrack we know and love, handy, understandable, practical, intelligent and above all, topical. This is something that agencies and customers have lacked for so long: an overview on the topic of new business, described with consummate ease. And completely unpretentiously."

Professor George-Christof Bertsch - Offenbach Academy of Art and Design

"This book builds a stable bridge over the 'rift' between procurement and agency."

Stefan Jeltsch, Central Procurement/Director of Marketing Services - Theo Müller Group

"I hope that many agencies take the valuable tips to heart and use them!"

Tatjana Elssenwenger, Procurement Germany - HypoVereinsbank