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How to Buy a Gorilla: Getting the Right Muscle Behind Your Advertising Efforts Hardcover – July 18, 2017

by David Meikle (Author)

5 customer reviews

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How to Buy a Gorilla presents a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies. In this book, David Meikle examines the existing paradigms of the working and commercial relationships between marketing, procurement and agencies, and offers a new approach to how they can collaborate in more trusting, more productive, and more effective ways.

A well-informed exploration of the eternal triangle of marketing, agency, and procurement that will provide valuable guidance and insight to anyone involved in the purchasing, management, or creation of advertising.

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Editorial Reviews

Review

How to Buy a Gorilla can change the relationship between those who buy and those who sell marketing services …if you let it. Insightful, practical, and readable, it's a highly recommended handbook for one of marketing's toughest challenges.

(Mark Earls, aka HERDmeister, author of HERD, I’ll Have What She’s Having, and Copy, Copy, Copy)

'What gets measured gets managed.' This belief has led to the current business mania for quantification. However, in this timely and enjoyable book, David Meikle has discovered the unintended consequence of this rule: 'what gets mismeasured gets mismanaged.' his observation and suggestions are therefore essential not only for people in advertising and marketing, but in any of many businesses where incentives and value-creation have become badly misaligned.

(Rory Sutherland, Vice Chairman, Ogilvy Group UK, and TED Speaker)

About the Author

David Meikle is a business and marketing consultant and strategist. Before founding Salt Partners in 2009, he was a senior executive in two of the world's largest advertising groups: Grey Worldwide and Olgivy & Mather.

Hardcover: 256 pages
Publisher: LID Publishing (July 18, 2017)
Language: English
ISBN-10: 1911498398
ISBN-13: 978-1911498391
Product Dimensions: 6.2 x 1 x 9.5 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review: 5 customer reviews
Amazon Best Sellers Rank: #1,614,375 in Books (See Top 100 in Books)
- #285 in Books > Business & Money > Marketing & Sales > Marketing > Industrial
- #411 in Books > Business & Money > International > Global Marketing

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Ron Baker

where we had a wonderful conversation about his work with Ogilvy

June 6, 2018

Format: Kindle EditionVerified Purchase

I had the pleasure of meeting David Meikle at an ICA conference in Toronto, where we had a wonderful conversation about his work with Ogilvy, for Rory Sutherland, and running Ogilvy in Russia. Afterwards, I dived into this book, wherein he provides a framework for purchasing advertising/marketing: A Gorilla to grow market share and defend it, a Spider Monkey for growing market share from a small base, or an Orangutan, defending market share against other Orangutans (his Monkey House Logic). He's no fan of the billable hour, and argues that any marketing ROI has to be based on what is right for the brand, including risk assessment. This is a fantastic work to help you communicate and capture the value that your agency delivers to your customers.

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preecegs

a Must-Read for Marketing and Procurement Leaders!

October 3, 2017

Format: HardcoverVerified Purchase

This is the most complete, most thoroughly developed work there is on how to apply strategic sourcing skills (i.e. Strategic Procurement) in the agency space. Every CMO should read this - and direct both Marketing and Procurement to follow the road-map provided in this brilliant book. Thanks for pulling this together, David! It is much needed in today's marketplace.

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Keith Lucas

Do you deserve better advertising?

July 21, 2017

Format: Hardcover

Evidently inspired by years of practical experience working in the advertising industry, this book invites you to step back and share the writer’s unusually clear and uncoloured perspective (rare in this industry). It slices through the noise and agency hubris and offers a series of constructive insights that could just enable you to buy the gorilla (aka breakthrough advertising) that will transform the fortunes of your brand (and, quite possibly, your ensuing career).
David Ogilvy once quipped that “clients get the advertising they deserve”. Whether you are looking to create a breakthrough advertising campaign or simply want to be sure of getting the best possible return on your advertising investment, this book will enable you to deserve more.

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Ian M.

I think it will help me become better at what I do

January 24, 2018

Format: Hardcover

An extremely insightful book based on real first-hand experience, written by a scholar of the industry. I have been part of the agency client relationship for years and found this book to be very helpful and informative. I think it will help me become better at what I do.

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Alex Fraser

If you want to understand how brands can buy better advertising then read this book

July 31, 2017

Format: Hardcover

If you want to understand how brands can buy better advertising then read this book. Entertainingly written and well thought through, this is a unique perspective that shows how marketing, procurement and agencies can work together rather than, as is so often the case, pulling against each other. Highly recommended.

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