Welcome to the Creative Age: Bananas, Business and the Death of Marketing

The rules and principles that have governed business for half a century are dead; what matters now, more than anything else, is creativity and ideas. In a thought–provoking look at the death of ′old′ marketing, Mark Earls explores this sea change and shows how the new philosophy can be used to solve traditional marketing problems. He also provides detailed guidance for building an organization for which employees will choose to work – one within which creativity and ideas can flourish.
′This is the book Naomi Klein should have written. Mark Earls affectionately dissects the madness of modern marketing but at the same time understands why it really matters.′ Dominic Mills, Editorial Director, Campaign Magazine
′Mark tears up a lot of what we are secure and familiar with (fundamental notions such as "brand" and "consumer–orientation", for instance), and, while giving us some of the new building blocks, he asks as many questions about the way forward without these familiar handrails, as he offers answers.′ From the Foreword by Adam Morgan, Director of EatBigFish and author of best–selling Eating the Big Fish
′If the only thing you do is throw out your mission statement and grasp hold of a "purpose–idea" you will have a great return on your investment in Mark Earls′ book.′ Kevin Thomson, author of best–selling Emotional Capital and President of MCA Communicate
′Anyone who has ever challenged the shibboleths and practices of late twentieth century Marketing – especially the holy grail of "consumer insight" self–servingly invented by the Market Research industry – should read Mark Earls′ comprehensive and tightly argued critique. Not only does it give us a rationale for not doing it like that any more (3 cheers!) but it also offers a passionate book full of creative ways to do it differently and more productively (300 cheers!).′ Virgin ia Valentine, author, and Founder of Semiotic Solutions
′There are many who will doubtless want to see Mark Earls burned at the nearest stake for suggesting that marketing is not the all–seeing, all–healing deity in which they believe. Enjoy your martyrdom, Mark. Truth is on your side.′ Jon Steel, author of best–selling Truth, Lies & Advertising – The Art of Account Planning

Spis treści:
Introduction: Bananas at Dawn
Creativity Is Our Inheritance
The Glorious Revolution
Tsunami
Who and How We Are
Ideas, Ideas, Ideas
All that You Can′t Leave Behind (but must)
How to Have a Creative Age Idea
Interventions –
It is What You Do...
Advertising is Not Communication
The Shared Enterprise – putting purpose–ideas at the heart of business
A Place You Want to Work in
Us –
Together
Postscript
Endnotes
Index

Nota biograficzna:
MARK EARLS is Executive Group Planning Director at Ogilvy London – the UK′s largest communications group. Prior to this, he worked at St. Luke′s and a number of other London Ad agencies.
Mark is a frequent public speaker and has presented papers on his field of expertise around the world and judged a number of awards competitions. He edited the 1999 APG Creative Planning Awards case studies. He has been vice chair of the UK Account Planning Group and sat on the DTI Foresight Panel for Information, Technology and Communication.
Andrew Jaffe, chair of the US Clio Awards described to Mark as ′one of the London Advertising scene′s foremost contrarians′.
Mark lives in North London but dreams of tight lines, off–drives and sunnier climes.

Okładka tylna:
The rules and principles that have governed business for half a century are dead; what matters now, more than anything else, is creativity and ideas. In a thought–provoking l ook at the death of ′old′ marketing, Mark Earls explores this sea change and shows how the new philosophy can be used to solve traditional marketing problems. He also provides detailed guidance for building an organization for which employees will choose to work – one within which creativity and ideas can flourish.
′This is the book Naomi Klein should have written. Mark Earls affectionately dissects the madness of modern marketing but at the same time understands why it really matters.′ Dominic Mills, Editorial Director, Campaign Magazine
′Mark tears up a lot of what we are secure and familiar with (fundamental notions such as "brand" and "consumer–orientation", for instance), and, while giving us some of the new building blocks, he asks as many questions about the way forward without these familiar handrails, as he offers answers.′ From the Foreword by Adam Morgan, Director of EatBigFish and author of best–selling Eating the Big Fish
′If the only thing you do is throw out your mission statement and grasp hold of a "purpose–idea" you will have a great return on your investment in Mark Earls′ book.′ Kevin Thomson, author of best–selling Emotional Capital and President of MCA Communicate
′Anyone who has ever challenged the shibboleths and practices of late twentieth century Marketing – especially the holy grail of "consumer insight" self–servingly invented by the Market Research industry – should read Mark Earls′ comprehensive and tightly argued critique. Not only does it give us a rationale for not doing it like that any more (3 cheers!) but it also offers a passionate book full of creative ways to do it differently and more productively (300 cheers!).′ Virginia Valentine, author, and Founder of Semiotic Solutions
′There are many who will doubtless want to see Mark Earls burned at the nearest stake for suggesting that marketing is not the all–seeing, all–healing deity in which they believe. Enjoy your martyrdom, Mark. Truth is on your side.′ Jon Steel, author of best–selling Truth, Lies & Advertising – The Art of Account Planning