In “The Book of Five Rings” – Miyamoto Musashi the undefeated samurai compiled five scrolls, each discussing different elements of swordsmanship and battle. It was composed in 1643, so I think it is high time for someone to recommend 5 new scrolls or “books” that serve to discuss the various elements that make up the battles ad agency account service folks face every day in their careers. These books worked for me and should serve as “must reads” for ad agency account people at all levels as well as all students of advertising to fully grasp, understand and leverage in dealing with the multifaceted, fast-paced battles served up to us every day.
For general advertising theory and practice from a strategic and account point of view, I would suggest:
- “Positioning” by Reis and Trout
- “Ogilvy on Advertising” – ancient but important
- “The Art Of Client Service” by Robert Solomon – a must-read
- “Inbound Marketing” by Halligan and Shah
- Anything by Seth Godin
Ok, so the last one is cheating a little bit. Keep these books in your library, read them periodically. It is amazing how these books grow and change over time as you progress through your career.
Steve is a seasoned Brand Strategist and serves a strategic advisory role for many existing agency accounts at Davis Advertising, located in Worcester, MA. From market research, to brand positioning and account planning, he’s recently completed naming projects for Cornerstone Bank and Coastal Heritage Bank, brand positioning projects for Service Credit Union, the Yesway Convenience Store chain and the Wayback Burgers franchise.
Over the past 13 years at Davis Advertising, he was the Account Supervisor on the Charter Communications account – a Fortune 500 company, and has worked on a wide array of brands from the higher education, franchising, business-to-business, telecommunications, healthcare, financial and retail categories.
Having worked at RDW Group and Donovan Group Integrated Marketing, he has an extensive background in marketing, branding, advertising, public relations, and media. While there he managed such notable accounts as Fallon Community Health Plan, UMass Memorial Healthcare, HealthAlliance, HarborONE Bank (formerly Brockton Credit Union/HarborONE Credit Union), Markem, Stratus Computer and Simplex Manufacturing.
Steve holds a Bachelor’s Degree with Individual Concentration in Advertising/PR from the University of Massachusetts at Amherst.