What is a 21st Century Brand? - Kendall, Nick
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What is a 21st Century Brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? This book features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognised advertising body, the IPA, they are accompanied by commentary from leading industry thinkers…mehr

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Produktbeschreibung
What is a 21st Century Brand? How is it changing? What is critical now? What are the new mantras and principles? What are the new ideas for how to do it? What do you believe and what would you do therefore? This book features 20 of the best papers produced during the 10 years of The IPA Excellence Diploma. Each is a fresh, original and uniquely personal perspective from the new generation of leaders across creative, media and digital agencies. Produced in partnership with internationally recognised advertising body, the IPA, they are accompanied by commentary from leading industry thinkers including Stephen Woodford, Mark Earls, David Wilding and Ian Priest, and edited by Nick Kendall. Together they offer you multiple perspectives and the opportunity for you to challenge yourself to consider what you believe. Structured as 20 provocations written in the form of 'I believe... and therefore...', the essays are organised into three sections: - What is a brand? - How should we engage to build them? - How should we organise to deliver? Highlighting that today's most successful agencies are those which are embracing the new ways in which we consume content, What is a 21st Century Brand? delivers cutting-edge thinking across all areas of advertising practice. If you want to take time to think about the real fundamentals of what we do as a business -create and build brands- this book will be all the stimulation you would want.
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Autorenporträt
Nick Kendall is an award-winning brand and advertising specialist with over 25 years' experience. He has worked on famous global accounts such as Levi's, Johnnie Walker and Häagen Dazs. He is a founding partner of Bro-Ken and member of The Garage, which helps start-ups build brands. He designed and created the IPA Excellence Diploma, which is described as "the MBA of brands" for the advertising industry, and is its Chief Examiner. He has also received the IPA President's Medal for his services to the industry. Contributors: Stephen Woodford, Executive Chairman, Lexis, and IPA President 2003-2005 Mark Earls, Herdmeister, Herd Consultancy Nick Docherty, Global Planning Director, Wieden + Kennedy Amsterdam Ian Edwards, Managing Partner and Head of Strategy, Vizeum UK David Bonney, Founder, Atheist Shoes/The Meaningful Shoe Company Tim Jones, Director of Strategy, 72andsunny, New York Graeme Douglas, Group Chief Strategy Officer, Havas John V. Willshire, Founder, Smithery James Borrodell Brown, Senior Strategist, Zone David Wilding, UK Planning Director, Twitter Faris Yakob, Founder and Principal, Genius Steals David Young, Independent Marketing Consultant Alex Dunsdon, Co-founder, The Bakery, and Investment Director, SAATCHiNVEST Pete Buckley, Head of Strategy, MEC UK Emily Fairhead-Keen, Business Director, MEC Simon Robertson, Head of Communications Strategy, Anomaly London Sarah Morning, Strategy Director, adam&eveDDB Ian Priest, Founding Partner, VCCP, Group COO, CSM and IPA President, 2013-15 Gethin James, Head of Planning, Lowe Profero Matt Sadler, Planning Director, Karmarama and Co-Founder, Two Fingers Brewing Co Sam D'Amato, Chief Strategy Officer, M2M Tom Roach, Strategy Director and Partner, BBH London Ross Farquhar, Partner, 101 Matthew Philip, Strategy Director, Manning Gottlieb OMD Patrick Mills, Director of Professional Development, IPA