Making Sense of International Advertising
ISBN 0-471-35488-0 Published by Wiley & Sons, New York, November 2001.
A funny, fascinating and erudite romp through the murky world of language, culture and creativity, by way of cultural anthropology, linguistics, brand theory and heaps of plain common sense. Another One Bites the Grass has become a classic of international marketing communications and is now recognised as a standard work on the subject - highly controversial when first published, it is now a firm fixture as a textbook on most international marketing and advertising courses.
And it's the ultimate source for all those bizarre stories about international advertising campaigns and slogans that somehow got lost in translation.
Just click on the book title to order from amazon.co.uk.
This is a marvellous book … brand strategists will also find profound and challenging insights into how to express critical brand values. Not many books on branding make you laugh out loud, but Anholt manages to do that on several occasions in the course of this witty and erudite exposé of the bland idiocy of much of what passes for global brand communications.
The Journal of Brand Management
Most remarkable … not so much a marketing disaster as a triumph.
London Review of Books
Another One Bites The Grass redefines international marketing. Read it.
Ahead of the Pack – Marketing & Advertising
For the first time a writer bothers giving flesh and blood to the tired clichés of language and culture and how they can best be used to develop marketing that works … he writes like a dream … Anholt is very funny. Go out and buy this book. It will change the way you think about what makes global campaigns work.
Direct Marketing News International
At last, here's a really intelligent approach to the age-old problem of making great international ads. A must-read for everyone in the business of global brands, global marketing, and global communications.
Marketing “Book of the Week”
Illuminates many of the darker corners of international advertising: we will all recognise the reality of much of what he describes. He has written a book that is highly readable, challenges the assumptions behind the way in which nearly all international ad campaign are developed, and provides ample food for thought. Buy it and read it.
AdMap
Simon Anholt is one of the more brilliant, if voluble people I ever met during my 30 years in advertising. Among his ... words were a clutch of conceptual crystalline gems. The words are transient; the concepts will stay with me forever. Global brands will rise and die on how well their shepherds understand the difference between language and culture. Simon definitely knows: you might not. And there aren't many global brands worth less than the cost of this book.
Jim Mullen on amazon.com
As marketing and branding become increasingly global, older treatments are seeming increasingly provincial and out-of-date. Anholt's book is the first I've come across that so succinctly elucidates the new global marketplace and how best to develop the mind-set to thrive within it. The breezy writing style, wit and intelligence – and the writer's vast international experience – make this a must-read for anyone whose business and livelihood depend upon adapting to the new rules of the game. The book should be required reading for all business schools and, perhaps more importantly, for anyone already working in marketing. Highly recommended.
Gerald Seligman, Head of A&R, EMI Records
An inspiring, thought-provoking perspective on creative effective and sustainable international advertising.
Charles Lanphear, Global Media Director, H.J. Heinz Company
In an irreverent, finely argued, and entertaining assault on conventional wisdom, drawing on his considerable experience of working in the business, the author proposes thought-provoking new ways to survive and prosper in the international advertising jungle.
Adrian Vickers, Founder/Partner, Abbott Mead Vickers BBDO
This book has been extremely well received by marketers and brand specialists, for it addresses in an innovative and direct way the tricky task of creating campaigns which can transcend borders … Highly recommended for anyone whose business has international scope.
mad.co.uk
This book for advertising professionals makes a pretty entertaining read for consumers, too. … Anholt offers interesting insight into cultural sensitivity.
San José Mercury News
Anholt has experience of advertising and offers invaluable insight into this turbulent world, with helpful advice and sound judgments. This is a well-researched and insightful book that definitely deserves a read.
Business Age
This really is an extraordinary book, not least of all because its structure practises what it preaches. Provocative, amusing and closely argued, this book will help all language professionals working in fields where style is as important as content, stimulating them to think differently about the way they work and what they may hope to achieve. I can also imagine many succumbing to the temptation to present it to their clients, hoping that where they may have found it difficult to get the message across Simon will succeed. After all, it's a seductively argued book and a very good read.
ITI Bulletin
