Research professionals in the advertising and marketing game are a rare breed. Working in one of the business world’s true pressure cookers, these super searchers find and analyze the information that fuels today’s most successful new product launches and advertising campaigns. Their market research expertise provides critical strategic support to new business teams, account managers and planners, copywriters, art directors, and sales promotion specialists at every major international ad agency. Here, Grace A. Villamora — Director of Knowledge Management at Euro RSCG Tatham Partners — gets 13 research pros from such firms as TBWA\Chiat\Day, Leo Burnett, and Interpublic to share the tips, techniques, and resources that have made them the best in the business.
“A treasure-trove of advertising- and marketing-related resources, primarily Web based … a comprehensive look at how information resources, and information professionals, are valued within the advertising industry … a wonderful addition to Reva Basch’s great series.”
March 2003/220 pp/softbound