Under the Radar
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Under the Radar: Talking to Today's Cynical Consumer(2 Adweek Magazine Series)

Under the Radar: Talking to Today's Cynical Consumer(2 Adweek Magazine Series)


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About the Book

Table of Contents:
The New Consumer. Under-the-Radar Creative Work. The New Creative Rules for Getting Under the Radar. Using Word of Mouth to Get Under the Radar. Brand Planning: The Road Map for Getting Under the Radar. Using Media to Get Under the Radar. Running an Under-the-Radar Agency. Developing an Under-the-Radar Creative Department. The Last Word: It's Time to Raise Your Radar Again! Credits. Index.

About the Author :
JONATHAN BOND spent his early years in advertising at packaged goods stronghold Jordan, Case & McGrath, Korey, Kay & Partners, and his own start-up agency, Grossich and Bond. Bond also worked for famed marketing consultants Trout & Ries, inventors of the concept of “positioning.” At age 25, he was named to Adweek’s Best People Under 30. Currently, he is cochairman and cofounder of Kirshenbaum Bond & Partners, a $225 million agency behind such memorable campaigns as Snapple, Kenneth Cole, Citibank AAdvantage card, and Target stores. Bond and his partner Kirshenbaum are guest lecturers at Harvard Business School, and have appeared on Today, 20/20, and CNN. He was recently elected the youngest board member of the American Association of Advertising Agencies. RICHARD KIRSHENBAUM is one of the few creative entrepreneurs today, combining a rare business acumen with a widely respected creative reputation. As cochairman and chief creative at Kirshenbaum Bond & Partners, he has won numerous Clios, One Show, and EFFIE awards. At 29, he won the Young Entrepreneurs Organization Award where he placed #2 in the nation and was recently elected to the board of The One Club for Copy and Art. Kirshenbaum gained his experience at J. Walter Thompson as senior copywriter on Burger King, Reynolds Aluminum, Showtime, and Prodigy (which he, in fact, named). He also produced award-winning work for Korey, Kay & Partners, and for Deutsch. He has been profiled in the New York Times, and Crain’s and Wired magazines, and has appeared on ABC, MTV, and CNBC.

Review :
"Under the Radar: Talking to Today's Cynical Consumer is a valuableand important new tools for the advertisingindustry from two prosat one of the hottest shops in town. Jonathan Bond and RichardKirshenbaum offer valuableinsights and creative solutions on how tobreak through the clutter to make sure the consumer gets themessage."--O. Burtch Drake, President and CEOAmerican Associationfor Advertising Agencies "This book is the next best thing to actually working with Bond andKirshenbaum. They are good! They know whento listen and when toargue with a client. They're not just smart and creative, they areserious strategic thinkers."--Roger Ailes, Chairman and CEO FoxNews "Any book that helps a company deal with our overcommunicated worldis worth reading. Under the Radar is definitely one of thosebooks."--Jack Trout, Trout and Partners Ltd.,Author of The NewPositioning: The latest on the World's #1 Business Strategy "If you want to understand how ad executives create smart,innovative advertising, Richard and Jon's book is a must read."--Valerie SalembierPublisher, Esquire magazine "Kirshenbaum and Bond's genius is their capacity to cut throughinformational clutter and reach the grass roots. In the war to saveNew York'sdrinking water, Kirshenbaum and Bond showed us how tospeak truth to power-and be heard!"--Robert F. Kennedy, Jr.


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Product Details
  • ISBN-13: 9780470304815
  • Publisher: John Wiley & Sons Inc
  • Publisher Imprint: John Wiley & Sons Inc
  • Language: English
  • Series Title: 2 Adweek Magazine Series
  • ISBN-10: 0470304812
  • Publisher Date: 21 Apr 2008
  • Binding: Digital (delivered electronically)
  • No of Pages: 256
  • Sub Title: Talking to Today's Cynical Consumer


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