Another One Bites the Grass: Making Sense of International Advertising [Hardcover]

Simon Anholt (Author)

Book Description

Series: Adweek Books | Publication Date: January 21, 2000

Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." --Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here's a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." --Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." --Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO

Editorial Reviews

Review

"Thought provoking, funny and hair-tearing." (Campaign, 19th December 2000)

From the Back Cover

Another One Bites the Grass "An inspiring, thought-provoking perspective on creating effective and sustainable international advertising." -Charles Lanphear, Global Media Director H.J. Heinz Company "At last, here's a really intelligent new approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications." -Robert Hancock, Director of Communications Pillsbury UK Ltd. "In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle." -Adrian Vickers. Founder/Partner Abbott Mead Vickers BBDO

See all Editorial Reviews

Product Details

• Hardcover: 336 pages
• Publisher: Wiley; 1 edition (January 21, 2000)
• Language: English
• ISBN-10: 0471354880
• ISBN-13: 978-0471354888
• Product Dimensions: 9 x 6.1 x 1.3 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 4.8 out of 5 stars  See all reviews (28 customer reviews)
• Amazon Best Sellers Rank: #1,689,790 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

5.0 out of 5 stars No grass to bite here, May 9, 2000

By 

Will Brocklebank (London) - See all my reviews

This review is from: Another One Bites the Grass: Making Sense of International Advertising (Hardcover)

Simon Anholt has carved an impressive niche for himself in international marketing circles as a regular sage at conferences and seminars.

Another One Bites The Grass is, however, even more pithy than usual. Both witty and penetrating it lays bare the successes and failures of some famous international campaigns. The essence, and the reason for these 5 stars, is not for his being an excellent raconteur. Instead his philosophy of dynamic, multi-lingual, multi-cultural teams must make sense to those marcomms exec's who try to scale the translation mountain.

This is a book that is a MUST for those who have responsibility for putting out attractive messages internationally. Furthermore, it is an enlightening and instructive read for anyone in business, large or small, about the perils of communication on a global scale if one thinks only within one's home environment.

Buy this book - you will be entertained and educated in the best possible way.

Attend the next conference that Simon Anholt speaks at - you will be wiser for it.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Highly Recommended!, March 23, 2001

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Another One Bites the Grass: Making Sense of International Advertising (Hardcover)

Author Simon Anholt, an international advertising consultant, says that the dangers of globalization can be just as formidable as the opportunities - if you fail to research the culture of your new markets. We've all heard the marketing legends of companies that embarrassed themselves by launching products into foreign markets without checking the translation of their brand names. Anholt retells several of these tales to illustrate the perils that await global firms that don't take culture into account. Meshing advertising and marketing strategy, he presents a systemic approach to cross-border product expansion. We [...] recommend this book not only for its insightful, culturally adaptive marketing methodology, but also for the genuinely entertaining examples that might just make you laugh out loud.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Just the tip of the hippo, July 17, 2000

By 

Sherif Khair (Zürich, Zürich Switzerland) - See all my reviews

This review is from: Another One Bites the Grass: Making Sense of International Advertising (Hardcover)

This book is common sense in an industry of uncommon confusion. Among many other useful insights the book sheds light on the legacy of international agencies whose neglect of domestic cultures and conventions have led to many campaign failures. This is a must read for any marketing head who has to manage agencies especially if your company is in multiple countries! Read this book before you go ahead with your next campaign.