Brand Media Strategy: Integrated Communications Planning in the Digital Era [Hardcover]

Antony Young (Author)

Book Description

Release date: December 21, 2010

From YouTube to Facebook to the iPhone, today’s media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what’s working, what’s not, and how to get the maximum impact for your brand in a shrinking economy. Media and brand expert Antony Young explores how today’s most innovative marketers are integrating the latest media tools into a comprehensive strategy to grow their brands and are getting unprecedented results. He explores:

• the future of advertising in traditional media and how to judge
  the investment’s value in today’s results-driven marketing
  world

• how to get the maximum impact out of digital media,
   including online searches, social media, and mobile phones

• the importance of employing non-traditional media vehicles,

   such as marketing, PR, branded entertainment, and product
   placement.   

Editorial Reviews

Review

"Antony is a renaissance media executive, as clearly illustrated by his incisive, informative and very interesting take on one of the most important new media functionalities." - Mike Donahue, Executive Vice President, AAAA

"The beauty of this book is it doesn't pick sides with creative or media. They should be connected if your brand is going to succeed. Antony Young argues that the new-and the best- way to grow your brand is through communications planning that drives brand marketing across platforms. Read it and think...then rethink your strategy." - Amy Falkner, Associate Dean for Academic Affairs and Associate Professor of Advertising,The Newhouse School, Syracuse University

"An indispensable playbook for connecting with consumers in a world gone digital. You have to consider how you are going to reach consumers before you decide what you're going to say. This provocation alone makes Young's book one of the most penetrating treatments of digital communications strategy yet written." - Kevin Roberts, CEO Saatchi & Saatchi Worldwide

"Marketers need to think differently if they are going to survive the digital age. Everything is changing - the way brands are bought and sold, the way people discover and talk about them, and the way advertisers need to sell them. Antony Young shows how planners must never lose sight of this central goal and urges them to stay focused on business results. Read this and maybe you will." - Andrew Green, Chief Marketing Officer, Ipsos MediaCT

"A must-read to help navigate the turbulent and challenging realities of a business that is being radically altered by the digital revolution. Young presents coherent and logical insights and strategies for managing in an increasingly complex business environment. I highly recommend this book for those who are engaged in the ecosystem of brand marketing, whether they're just starting in the business or have had a decades-long career." - Jack Myers, Media Economist, Chairman, M.E.D.I.Advisory Group LLC, Jack Myers Media Business Report

"Today, is a whole new world, literally and digitally! Writing about it requires courage, because we are still very much in the middle of this media revolution. That's the brilliance of this book. It deftly captures the "usable" bits of learning we have accumulated with helpful ways to master what we can, without being pedantic and definitive as if the revolution is over! Young has provided a smart and usable guidebook on building brand media strategy on today's terms, not yesterday's. - Susan M. Gianinno, Chairman & CEO, Publicis USA

"Young splendidly portrays the enormous changes that have characterized the marketing communications industry during recent years...The book is an enlightening trip through all the important changes in the advertising and media industry, explaining how the Internet and social media have dramatically changed the way consumers make marketplace decisions and what marketers must do to successfully reach their target markets. Young's "digital manifesto" should be required reading for every media planner and marketer engaged in marketing communications. Highly recommended." - Choice

About the Author

Antony Young is CEO of Mindshare North America and has developed media strategies in Europe, Asia Pacific and North America for influential global brands, such as Sony, Coca-Cola, McDonald's, Procter & Gamble and Toyota. He is the co-author of Profitable Marketing Communications and writes regularly on media for Advertising Age. In 2003, UK Mediaweek rated Young one of the top 25 most influential people in the media industry.

Product Details

• Hardcover: 256 pages
• Publisher: Palgrave Macmillan (December 21, 2010)
• Language: English
• ISBN-10: 0230104746
• ISBN-13: 978-0230104747
• Product Dimensions: 6.4 x 0.9 x 9.6 inches
• Shipping Weight: 14.4 ounces (View shipping rates and policies)
• Average Customer Review: 4.6 out of 5 stars  See all reviews (8 customer reviews)
• Amazon Best Sellers Rank: #84,859 in Books (See Top 100 in Books)

More About the Author

Antony Young is based in New York and is CEO of Mindshare North America, a WPP company and full service integrated media services agency. Antony has been responsible for developing media campaigns for some of world's most influential global brands which include Sony, Coca-Cola, McDonald's, P&G and Toyota. His career has been truly globally having worked and lived in Asia/Pacific, Europe and the US. In 2003, Antony was one of Mediaweek's top 25 most influential people in the UK's media industry. He writes a monthly column on brand media strategy for Advertising Age.

Most Helpful Customer Reviews

5 of 7 people found the following review helpful

5.0 out of 5 stars The right book at the right time January 5, 2011

By Brian Sheehan, Associate Professor, Syracuse University

Format:Hardcover

The emergence of the Internet has fundamentally transformed the media landscape. Clients, advertising agencies and media agencies have been scrambling to apply a greater degree of analytical objectivity to the traditional communications process and simultaneously apply a greater degree of subjective creativity to the increasingly diverse media landscape.

Antony Young's book provides a roadmap for success in 21st century media planning. He explains clearly what makes today's communications planning different from old fashioned media planning, and he provides the tools and insights to help any company do it a lot better. Advertisers and marketers owe Mr Young a great deal of gratitude. This is the right book at exactly the right time.

4 of 6 people found the following review helpful

5.0 out of 5 stars A "MUST-READ" for Anybody Who Aspires to Deliver Successful Communications to Consumers! January 4, 2011

By W. Marquardt

Format:Hardcover|Amazon Verified Purchase

There are a million seminars, workshops, articles, and blogs about "social media", "how to effectively reach your customer", etc. etc.---But if you are currently in the field of advertising/marketing/media--and this includes those who produce the "creative message"---or if you are a student considering this profession: READ THIS BOOK---and SAVE YOURSELF A LOT OF TIME AND MONEY skipping many of the aforementioned seminars, etc.

Mr. Young does an elegant job in his simplicity of explaining, illustrating, and bringing insight into successfully identifying the complexities of both finding specific consumers and penetrating through the noise and clutter to touch them with the brand's message.

In short, if you are smart---this book will make you smarter!

(And you will not only become, but will want to hire "T" people!)

5.0 out of 5 stars really good book May 21, 2013

By Fang Beibei

Format:Hardcover|Amazon Verified Purchase

I buy this book a long time ago. Sorry I did not rate in time. I cannot handle Amazon fluently. The book looked like new!