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Books every planner should read

Books every planner should read
We asked our Twitter followers which books they'd recommend to an aspiring agency planner and got a host of suggestions from some of Adland's brightest. Here's a round-up.

1.) 'A Master Class in Brand Planning: The Timeless Works of Stephen King', edited by Judie Lannon and Merry Baskin. A collection of articles by one of the forefathers of planning, Stephen King. King established the first planning department at JWT during the 1960s.

Each article is introduced by contemporary practitioners such as Ogilvy's Rory Sutherland and Mindshare's Marco Rimini, who explain its relevance in the context of today. 

Recommended by Sushobhan Mukherjee, VP of Strategy Asia Pacific, Sapient Nitro; Will Poskett, Planner, Saatchi & Saatchi; Tom Darlington, Marketing Manager, Channel 4 and Miguel Tokumoto, Owner, Nouo. 

2.) 'How Brands Grow: What Marketers Don't Know'. Professor Byron Sharp's 2010 book has been widely praised for its evidence-based challenges to many established marketing theories, such as how advertising really works, the effect of price promotions and the efficacy of loyalty programmes.

A "good buster of received wisdom', tweeted Philippa Dunjay, Planner, McCann London. Also recommended by Miguel Tokumoto.  

3.) 'Advertising Works', a collection of essays and prize-winning case studies from the IPA Effectiveness Awards now in its 21st edition. More than 1,000 case studies from the past 30 years of the Awards can also be bought individually - search on EASE for them by brand, product category, channel etc.

Recommended by Thom Dinsdale, Planner, Grey London; Will Humphrey, Senior Planner, M&C Saatchi and Richard Huntington, Director of Strategy, Saatchi & Saatchi)  

4.) 'Account Planning Group (APG) Gold Standard', a collection of gold winning papers from the APG Creative Planning Awards 1993-2007. Recommended by Richard Huntington.  

5.) 'Good Strategy/Bad Strategy: The difference and why it matters' - Richard Rumelt. Recommended by Will Humphrey and Andrew Mole, Strategic Director, Breed and Craft. 

6.) 'Truth, Lies, and Advertising: The Art of Account Planning' - Jon Steel. Recommended by Lesego Kotane, Strategy Partner, King James South Africa and Sushobhan Mukherjee

7.) 'Made to Stick: Why some ideas take hold and others come unstuck' - Chip and Dan Heath. Recommended by Mark Palmer, founder, Maverick Planet)

8.) 'Brand Failures: The Truth About the 100 Biggest Branding Mistakes of All Time' - Matt Haig. Recommended by Adrián Ruiz-Mediavilla, International Account Manager, Saatchi & Saatchi.  

9.) 'Moneyball: The Art of Winning an Unfair Game' - Michael Lewis. Recommended by Will Humphrey.

10.) 'Nudge: Improving Decisions About Health, Wealth and Happiness' - Richard H Thaler and Cass R Sunstein. Recommended by Jay Whitney, Insight Executive, Arena Media. 

11.) 'The Lean Startup: How Constant Innovation Creates Radically Successful Businesses' - Eric Ries. Recommended by Sushobhan Mukherjee.

12.) 'Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands' - Douglas Holt. Recommended by Sushobhan Mukherjee.

13.) 'Who Says Elephants Can't Dance?: How I Turned Around IBM' - Louis Gertner. Recommended by Sushobhan Mukherjee.  

14.) 'How Customers Think: Essential Insights into the Mind of the Market' - Gerald Zaltman. Recommended by Sushobhan Mukherjee.

15.) Anything by management consultant Peter Drucker, recommends Sushobhan Mukherjee.

16.) Weird sh*tMartin Weigel, Head of Planning at Wieden + Kennedy Amsterdam and Richard Huntington both say aspiring planners should not limit their reading list to standard advertising fare. 

17.) One book Weigel does recommend is Les Binet and Peter Field's 'The Long and the Short of It'. "A fundamental, essential advertising text," he tweeted. Also recommended by David Crist.

Anything we've missed? Please do add your own recommendations in the comments section. 

Last updated 17/12/2013

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