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How to Buy a Gorilla:Getting the right muscle behind your advertising efforts
The ultimate guide for brands to get the best from their agencies. Developing great ad campaigns is all too often left to serendipity rather than design, but no longer. How to Buy a Gorilla shines a critical, objective light on the common flaws in the relationships between marketers, their procurement colleagues and their agencies. It provides an actionable set of principl ...more
Kindle Edition, 327 pages
Published June 28th 2017 by LID Publishing
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I had the pleasure of meeting David Meikle at an ICA conference in Toronto, where we had a wonderful conversation about his work with Ogilvy, for Rory Sutherland, and running Ogilvy in Russia. Afterwards, I dived into this book, wherein he provides a framework for purchasing advertising/marketing: A Gorilla to grow market share and defend it, a Spider Monkey for growing market share from a small base, or an Orangutan, defending market share against other Orangutans (his Monkey House Logic). He's ...more
An extremely insightful book based on real first-hand experience, written by a scholar of the industry. I have been part of the agency client relationship for years and found this book to be very helpful and informative. I think it will help me become better at what I do.
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