David Meikle has written the ultimate book for how to strategically source agency services. 'How to Buy a Gorilla' should be on the shelf of every marketing procurement manager—and it should be dog-eared from constant use! -Gerry Preece, Procter & Gamble
New York, NY (PRWEB) May 15, 2017
LID Publishing (http://lidpublishing.com/) is thrilled to announce that David Meikle’s insightful and timely book, "How to Buy a Gorilla: Getting the Right Muscle Behind Your Advertising Efforts," is now available for pre-order in the U.S. and will officially go on sale July 18, 2017 via Amazon (https://goo.gl/ukIIjl). Drawing upon more than two decades of experience working with some of the largest global advertising networks and brands (Grey, Ogilvy & Mather, Unilever, Ford, GlaxoSmithKline, Nestle, American Express, BP), expert marketer and innovator David Meikle has penned the ultimate guide for marketers and advertisers looking to tackle the industry’s toughest challenge: How to build trust and foster improved mutual performance, so brands can reap the best from their agency partners.
Weaving a cheeky undertone of humor and humanity, David opens with a visceral description of the iconic 2007 Cadbury Dairy Milk ad featuring what looks like a live gorilla playing the opening drum break of Phil Collins’ “In the Air Tonight” — an unforgettable ad so powerful, it left viewers wondering, “How on earth did they make that?” and marketers asking, “Why can’t I get ads like that for my brand?” For years, brands in the market for new agencies kept saying, “We want a gorilla.” Thus, “gorilla” became shorthand for high-impact, original, and transformative creative work. It’s the kind of advertising that changes things — the stuff that stops viewers in their tracks.
However good the intentions, the stark reality is, many gorillas are presented, but very few are actually bought. And of those few gorilla ideas that have been bought, even fewer have gone into production uncompromised, retaining the same impact as had been originally intended and scripted. With so much creative talent out there, this begs the question: Why? A large part of the reason such transformative ads are so rare is because the circumstances that allow such work to be made are so rarely created between a client and its agency.
By presenting a new agency relationship paradigm for marketers to get better-value advertising ideas from their agencies, "How to Buy a Gorilla" helps marketers take the fate of their advertising out of the lap of the gods, and back under their control. Through the examination of existing paradigms of the working and commercial relationships between marketing, procurement, and agencies, David is able to offer a new approach to how they can collaborate in a more trusting, productive, and effective manner.
“David Meikle has written the ultimate book for how to strategically source agency services. 'How to Buy a Gorilla' should be on the shelf of every marketing procurement manager — and it should be dog-eared from constant use!” -Gerry Preece, External View Consulting and former Director of Marketing Procurement for Procter & Gamble
“'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, author of "HERD," "I’ll Have What She’s Having," and "Copy, Copy, Copy"
"How to Buy a Gorilla" is currently available for pre-order via Amazon (https://goo.gl/ukIIjl), and will officially go on sale July 18, 2017.
About David Meikle:
David is a business and marketing consultant, a natural innovator, and a problem solver. His career in marketing communications spans more than two decades during which time he has worked with the world’s largest advertising networks and brands: Grey, Ogilvy & Mather, Unilever, Ford, GlaxoSmithKline, Nestle, American Express, and BP. In 2007, David founded the marketing consultancy and intermediary, Salt Partners. While working for clients such as the Post Office, Bayer, BMI Healthcare, and several leading creative and media agencies, he developed the strategic framework that would become The Monkey House and wrote "How to Buy a Gorilla," renaming his business after the book in 2017. David lives in the U.K. in a village called Bodicote in Oxfordshire with his wife, Olga; his son, Daniel; a Russian Welsh terrier, a whippet called Molly, and a couple of chickens. Visit: http://www.howtobuyagorilla.com/
About LID Publishing:
LID publishing specializes in working with business authors and organizations to help them develop content to promote their brand, message, and expertise. Founded in 1993, LID has over 1,700 authors and continues to add approximately 120 new titles each year. Visit: http://lidpublishing.com/