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 money to spend on advertising.

"Real world advice from real experts"

This internationally acclaimed series provides real world lessons from C-level business leaders (ceo, cfo, cto, cmo, Partner) from some of the world’s most respected companies. Each chapter is a future-oriented look at the most important issues for success. Every contributor has been carefully chosen for his or her proven business expertise in order to give readers actual insights from the thoughts, perspectives, and techniques of accomplished professionals worldwide. Because so few books or other publications are actually written by executives in industry, this series presents an unprecedented look at contemporary issues never before available.

"What C-Level executives read to keep their edge and make pivotal business decisions. Timeless classics for indispensable knowledge." Richard Costello, Marketing Communications, General Electric

"Want to know what the real leaders are thinking about now? It’s in here." Carl Ledbetter, SVP & CTO, Novell, Inc.

"Unique insights into the way the experts think and the lessons they’ve learned from experience." MT Rainey, Co-CEO, Young & Rubicam/Rainey Kelly Campbell Roalfe

"A valuable probe into the thought, perspectives, and techniques of accomplished professionals. By taking a 50,000 foot view, the authors place their endeavours in a context rarely gleaned from text books or treatise."
Chuck Birenbaum, Partner, Thelen Reid & Priest

"A great way to see across the changing marketing landscape at a time of significant innovation."
David Kenny, Chairman & CEO, Digitas

"True insight from the doers in the industry, as opposed to the critics on the sideline." Steve Hanson, CEO, On Semiconductor

"What the bigwigs read"
Paul Simons, CEO, Ogilvy & Mather, UK

"Become an expert yourself by learning from experts" John Ferver, Co-Founder, Advertising.com

"An insightful read for those who want to gain insight . . . lifetimes of knowledge and understanding" Anthony Russo, PhD, CEO Noonan, Russo Communications

"A tremendous treasure trove of knowledge . . . perfect for the novice or the seasoned veteran" Thomas L. Amberg, CEO, Cushman, and Amberg Communications

"Real advice from real experts that improves your performance immediately" Dan Woods, CTO, Capital Thinking

"Easy, insightful reading that can’t be found anywhere else" Dominick Esposito, Vice – Chairman, BBO Selidman (???)

"A rare peek behind the curtains and the minds of the industry’s best" – Brandon Baum, Palmer, Cooley, Godward

"Captures the essence, the deep-down thinking processes of people who make things happen" Martin Cooper, CEO, Arraymann

"A wealth of real world experience from the acknowledged industry leaders you can use in your own business" Satish Gupta, CEO, Cradle Technologies