Super Strategist - Lesley Bielby - Bog

TRUE EXPERT: Bielby has worked at the highest levels of the advertising, on both sides of the Atlantic, as a strategic planner and branding leader. Her three decades of experience with major brands as well as new start-ups gives her fantastic insights into the strategies and processes that really work.

GOOD TEACHER: She has a gift for writing and for breaking down complex processes into understandable steps. It's a very good read even for those not directly involved with account planning because her insights are useful for everyone involved in the business management and planning for the future.
ESSENTIAL FOR BUSINESS LEADERS: Though there is much to learn in this book for everyone, it will be regarded as essential reading for executives and managers involved in long-range planning. It deals with everything from organizational behavior, brand positioning, to what works in advertising. Her work is supported by hard data - the science, along with the art.
FOCUS ON RESEARCH: Bielby was a part of the great change over the past generation that saw advertising shift to being highly research oriented with the extensive use of focus groups and data.
HOLISTIC APPROACH: The author advocates that companies move away from treating digital advertising as a separate silo from traditional advertising. All types should be integrated and work together.