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How not to Plan: 66 ways to screw it up

4.46  ·  Rating details ·  148 ratings  ·  15 reviews
In the sink or swim world of planners, strategists and their clients, now more than ever, there is a need for a practical handbook to guide us through all the main parts of the process. And thanks to Les Binet and Sarah Carter at Adam&eveDDB we now have just that. The original inspiration for the book was a set of articles that they wrote for Admap over 6 years. In these t ...more
Kindle Edition
Published July 10th 2018 by Matador
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Honza Marcinek
Aug 01, 2018 rated it it was amazing  ·  review of another edition
Na knihu How Not to Plan jsem dlouho čekal, ale to čekání se nakonec vyplatilo. Z původního dvouletého projektu, během kterého mělo být v časopise AdMap publikováno 24 článků, protože se autoři obávali, že pak už nebudou mít co říct, neměli Les Binet a Sarah Carter problém psát další čtyři roky. Díky tomu bylo publikováno více než 60 článků a ty si nyní můžete přečíst v krásně poskládané knize.
Les Binet a Sarah Carter jsou žijící legendy plánování a vy se můžete poučit z jejich mnohaleté praxe
Michal Haman
Jun 21, 2020 rated it it was amazing
Trendy a neustáli vývoj v marketingu prinášajú množstvo mýtov. Autori, dlhodobo pôsobiaci v odbore, ich vyvracajú a používajú na to dlhodobé dáta, vlastné skúsenosti, ale aj skúsenosti iných. Keďže sa o marketing zaujímam "len" niekoľko rokov, viaceré mýty kniha vyvrátila aj mne. A niektoré moje vlastné hypotézy z pracovného života som si naopak zase potvrdil.

Prečítať by si to mal každý z oblasti PR a marketingu, odporúčam tiež každému, koho zaujíma svet reklám a komunikácie značky celkovo. Je
Max Burtsev
Mar 28, 2019 rated it it was amazing
Definitely this is the best book I’ve ever read on brand building and brand communications. With all due respect to Byron Sharp (whose book I still consider as narrow minded) these guys managed to deliver very complex concepts in a very insightful way.
Sanne Demir
Sep 30, 2019 rated it really liked it
Reminds you of important strategy lessons, and adds great reasoning and arguments, ready to use insights.
Krišjānis Zviedrāns
Mar 28, 2020 rated it really liked it
Tho I don't like books that tell straight what to do and what to avoid without much in detail this was a great one even with the straight does and don'ts. The book is for marketing professionals so if your new to this market then a lot of it might be too hard to dig in. The authors talk a lot about common sense. It's refreshing to read an advertising book that looks on this perspective. Not everything is calculated. Advertising is part science and part art.
Mikuláš Prokop
Dec 09, 2018 rated it it was amazing  ·  review of another edition
Shelves: business
OK, na takéto knihy o marketingu by som si vedel zvyknúť. Na kosť osekaný štýl, kopec zaujímavých zistení, všetko podložené dátami. Človek je až prekvapený, koľko marketingových mýtov berie ako samozrejmosť. Určite odporúčam každému z fachu. :-)
Feb 25, 2019 rated it it was amazing
Read only if your believe the new marketing thinking advocated by Andrew Erenberg and Prof. Byron Sharp.
The author has illustrated the points in a simple non- marketing way - devoid from jargons and heavy loaded words.

If you don’t believe in this theory then this book is of no use.
Ed Res
Mar 20, 2020 rated it really liked it
Some good insights about advertising and brandbuilding.
Kris Sandlan
Jul 23, 2019 rated it it was amazing
Interesting, informative and we'll written. A must read for Advertising Students and anyone who is looking to discover the process behind planning great advertising campaigns.
Jaap Grolleman
Aug 30, 2019 rated it it was amazing
Shelves: strategy
Fantastic book, highly structured with down-to-earth & evidence-based advice. ...more
Calogero Sciabbarrasi
Feb 09, 2020 rated it it was amazing
Must read for people working in Digital marketing
Filip Chochula
Mar 22, 2020 rated it it was amazing
I'll be brief. This book's just awaken a new passion in me.
Dasha Loban
Apr 23, 2019 rated it it was amazing
Simply awesome.
Paulius Morkunas
Apr 13, 2020 rated it it was amazing
Probably one of the best books about marketing I’ve lately read. Practical and insightful.
Giedrė Žitkauskaitė
A concentrated, healthy dose of insights for - well, from the way it's written, it's clear they're aiming for creative agency workers - but I'd recommend it for brand managers from the clients side too, and even for anyone in marketing it's a good way to remind (or introduce, depending on experience) the core truths of the business without sounding boring, both because all the lessons are short, all the checklists in place and the mood is light, with an occasional joke or a good practical exampl ...more
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Dec 31, 2018
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