Conversations with some of the sharpest minds in advertising lead the reader gently into the
heart of the business. A great read whether you're starting out in advertising or simply want
to pick up some tips from the greats. -Mark Tungate author of Adland: A Global History of
Advertising and Branded Beauty: How Marketing Changed the Way We Look In Advertisers at Work
Tracy Tuten conducts interviews with some of the ad world's biggest players. The
interviews-ranging from advertising legend Mike Hughes to leaders of the next generation like
David Oakley and Susan Credle-reveal much about the nature of creativity and why we all respond
to certain ads either with a laugh or a purchase. Tuten's skillful questions also highlight how
these men and women learned the craft found mentors and landed jobs doing things they 'didn't
know you could get paid to do.' They talk about successes and failures their hopes and dreams
and the direction of the industry as we move into the age of social and branded media. If you
are in the field of advertising or one of those people who often say 'Hey did you see that
commercial . . . ' you'll find Advertisers at Work a valuable addition to your bookshelf. -John
Sweeney Distinguished Professor School of Journalism University of North Carolina Chapel
Hill Former Associate Creative Director Foote Cone & Belding In Advertisers at Work readers
will gain insights from the most interesting people working in the field of advertising today
told in their own words. Guided by interviewer Dr. Tracy Tuten 18 advertising leaders share
their favorite stories debunk the myths of advertising make predictions on the industry's
future pay homage to the lions of the past and offer insights into what it takes to win in
the ad game today. Each chapter is devotedto one advertising executive showcasing that
person's unique vision and perspective into the world of advertising. Who are these leaders?
Talent perseverance creativity and pure grit set these people apart-and that's where their
similarities end. With a mix of senior contributors and up-and-coming talent representing the
creative crafts media planning and account services from a variety of agencies and locales
this book pulls back the curtain and invites readers to live each leader's experiences up
close. They'll learn from the advertisers at work. Every interview shows how advertising
leaders have an impact on a day-to-day basis: charting strategy making effective pitches
managing clients and key partners calling in the creative muse reading the public's mood
developing the right mix of media to launch a campaign or pouncing on opportunities the rest
of us can't see. This book: Shares the untold stories of senior executives and rising stars in
advertising Demystifies the craft of advertising from the perspectives of creatives media
strategists planners and account executives Provides insights strategies and tactics
readers can put to work immediately Offers predictions on the rapidly changing advertising
landscape Other books in the Apress At Work Series: Coders at Work Seibel 978-1-4302-1948-4
Venture Capitalists at Work Shah & Shah 978-1-4302-3837-9 CIOs at Work Yourdon
978-1-4302-3554-5 CTOs at Work Donaldson Seigel & Donaldson 978-1-4302-3593-4 Founders at
Work Livingston 978-1-4302-1078-8 European Founders at Work Santos 978-1-4302-3906-2 Women
Leaders at Work Ghaffari 978-1-4302-3729-7 Advertisers at Work Tuten 978-1-4302-3828-7
Gamers at Work Ramsay. 978-1-4302-3351-0
