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Top Industry Leaders Reveal the Secrets of What Goes into Making Great Advertising Packed in this uniquely innovative book is the experience and expertise of founders, presidents and CEOs of the world's leading international advertising agencies. This galaxy of advertising industry leaders reveal their secrets of what it takes to create great advertising that contributes to successful marketing and brand building: The big emerging advertising media and their impact on advertising How advertising has changed in the recent past- and the future of advertising How to establish a successful advertising campaign - and major pitfalls to watch out for Best ways to measure the success and ROI of a campaign The greatest skills needed for successful advertising The importance of the creativity and big ideas - and how to embed them in advertising campaigns How to create a brand and keep it fresh How to create a great client relationship How much * to spend on advertising. From inside the minds of top industry leaders, here are invaluable lessons for advertising and marketing professionals. Lessons you can apply and profit from. Real-world lessons that you can't get anywhere else. Top Industry Leaders Reveal the Secrets of What Goes into Making Great Advertising Packed in this uniquely innovative book is the experience and expertise of founders, presidents and CEOs of the world's leading international advertising agencies. This galaxy of advertising industry leaders reveal their secrets of what it takes to create great advertising that contributes to successful marketing and brand building: The big emerging advertising media and their impact on advertising How advertising has changed in the recent past- and the future of advertising How to establish a successful advertising campaign - and major pitfalls to watch out for Best ways to measure the success and ROI of a campaign The greatest skills needed for successful advertising The importance of the creativity and big ideas - and