Brand Managers, like never before, have to stay on top of all elements of their brand, always looking to understand the relationship between advertising, promotion, the product, pricing and so much more. What Sticks helps a marketer looking at all consumer touch points and ensures that the brand remains strong, even in the face of demands to just sell more product. In fact, in many of the studies, Advertising was the most cost-effective tool for selling more product to more consumers than any other tool, including consumer promotion/couponing, trade promotion or even PR.

Ad Agency Account Executives need new, fresh thinking to bring their clients and What Sticks provides that perspective. Experienced Account Directors will appreciate the new insights and support from the research while new Account Executives will gain a broad overview of how the whole ad game fits together and how they can manage each aspect, strategy, research, creative and media to its utmost effectiveness. The concept of the 4M’s (Motivations, Message, Media and Maximization will bring a whole new focus to their efforts to achieve the ultimate success – Advertising that works.

Creative Directors probably won’t like What Sticks, or at least most that we’ve met. This book focuses on advertising that works, with or without a big idea or a big budget. The emphasis is on effectiveness, not creative cool. If  creative directors are focused on making sure their advertising is as powerful for the product sales as it is at winning awards, then they will love this book.

Strategic Planners will find this an instrumental tool for helping them keep the group focused on getting to the right answers and them MAKING sure those are the right answers. The application of What Sticks’ COP, or Communications Optimization Process, will be a godsend to getting better results.

Media Strategists will appreciate the importance What Sticks gives to the media function. Repeatedly, throughout What Sticks, you’ll see the phrase, “Same Budget, Better Results.” This concept, and the proof of it, was originally conceived from the original concept that was focused on Media Optimization. On average, the brands we worked with were able to increase the actual effectiveness of their campaign by more than 35%, and that after the campaign started.

Researchers will feel like they have been vindicated once they read this book, although it will put even more pressure on them to really help contribute to results. Whether Researchers read this book or not, it will benefit you as all factions of the advertising marketing process will begin to appreciate the role that proper research can play. As marketers we are all for the art of advertising, but a bedrock of data will make for a better campaign – guaranteed.

CEO’s & CFO’s in our experience have always wondered what role advertising really plays for the brand but it was this void they feel compelled to put money into, a lot of money in fact, but not really sure if they should be spending less, or even more. What Sticks helps CEO’s & CFO’s to figure that out and to not only give guidance to them to share with their marketing teams but importantly tells them clearly the role that they play in their company producing effective advertising.