Why does marketing matter in the modern world? What makes a successful brand? And how do marketing communications work? Many have attempted to tackle these questions; but in this collection of essays – which originally appeared in consecutive WPP annual reports – Bullmore s almost supernaturally persuasive prose supplies totally satisfying and seemingly definitive answers.
Jeremy Bullmore began his career as a trainee copywriter in 1954. Over half a century after its launch, the Bullmore brand has never been stronger. Read one chapter of this book, and you ll understand why.
About the Author.
Polishing the Apples.
Time–and–Motion Man and The Mad Inventor.
Why Every Brand Encounter Counts.
The Clipboard and the Copywriter.
Posh Spice & Persil.
Benjamin Franklin and the Kuala Lumpur Question.
The Steak & Kidney Pie That Wasn t.
Why is a Good Insight Like a Refrigerator?