LEAN ADVERTISING: How to Get Breakthrough Work Faster and Cheaper by Stephen Hawley Martin & Bruce Goldman Quality Paperback 144 pages 6" x 9" Direct from us: 1-23 copies, $14.95 each; 24 or more, $9.99 each ISBN: 1-892538-10-5

Companies that have gone lean have clearly benefited from lower costs and increased quality. Now two advertising superstars show how adapting the same techniques can also pay big dividends in lower costs and higher quality in the field of advertising and marketing communications. This economical technique also borrows from the Toyota product development system of concurrent engineering in which many ideas are pursued simultaneously. It's economical because brainstorming of ideas and showing them in rough form in tissue sessions with clients saves time. This is what makes costs lower. It's economical because potential directions surface early in the process, and blind alleys are quickly spotted. The process actually includes a series of brainstorming and tissue sessions in which clients become active participants.

These brainstorming and tissue sessions encourage clients to buy into a marketing communications and advertising direction, which eliminates wheel spinning. Art directors and copy writers gain key insights and find out what directions are likely to prove most fruitful. The result? Time and money are saved. Lean Advertising virtually guarantees breakthrough marketing communications and advertising in record time and at a lower cost than advertising developed in the usual way. So clients save and work is produced that an agency can be proud of. This book is a must-read for anyone who wants to get the most economical return possible from their marketing communications and advertising budget.

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LEAN ADVERTISING:
How to Get Breakthrough Work Faster and Cheaper

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