Unique 'insider' analysis and commentaries on some of the world's leading brands from Google to the BBC, Apple to Nike, McDonalds to Cadbury Written by one of the ad world's leading lights, and head of one of the industry's most successful agencies Packed with case examples of leading brands, with original analysis of the success, and failures, of advertising in the digital age
Simon Pont is a British writer, commentator and brand-builder. He is the Chief Strategy Officer at Starcom MediaVest Group, and an EACA Effies judge. His agency career includes being part of Saatchi & Saatchi and Naked Communications, the pioneers of Communications Planning. Hollywood movie studios, Icelandic investment banks, British chocolate bars and Middle Eastern airlines figure among his time on the inside of Adland. He is also the author of Digital State: How the Internet is Changing Everything, (Kogan Page, 2013).
"Gloriously smart. Some of the sharpest thinking I've read for a
while; immensely enjoyable"
*Faris Yakob, Chief Innovation Officer, MDC Partners*
"From brands past to present, and with a firm eye on their digital
future, Pont takes readers behind the curtain of brand-land.
Today's Mad Men will either toast him or hate him for it."
*Ashley Mackenzie, Founder & CEO, Base 79*
"Simon can grab complex ideas by the scruff of the neck and shake
them until they explain themselves simply"
*John Paul Cadman, Group Strategy Director, MEC*
"Pont tackles media and advertising themes with pace and passion.
The ideas come fast; the thoughts are vivid and accessible. The
Better Mousetrap might just do for brands what Gladwell did for
Social Sciences and Levitt did for Economics."
*Vicki Connerty, Head of Newcast, ZenithOptimedia*
"The Better Mousetrap is a scalpel-sharp examination of our
relationship towards brands, why we love them, hate them, or
possibly feeling nothing at all."
*Chris Maples, UK Managing Director & European Sales Director,
Spotify*
"The Better Mousetrap does what the best non-fiction is capable of
- providing insight into the world around us, and by extension, the
feelings inside us. The articulation is impressive."
*Craig Wills, Head of Planning, Fallon*
"Simon has achieved the near impossible, opening up the Ad world's
evolving complexity, taking aim at this fast moving target and
hitting dead centre, with smart, perceptive and holistic
observation and comment. A must read!"
*Steve Hyde, CEO, 360 Executive Search*
"The Better Mousetrap is an astute and gripping critique on brand
and cultural anthropology. Page by page your inner voice will be
saying "fascinating", and by the end you'll be reminded of why you
chose the brand-business in the first place. A truly compelling
read."
*Christian Johnsen, Communication Strategy Director, Aegis
Media*
"With the cunning more akin to a wild cat than a mousetrap, Simon
takes on crowd sourcing, sandwich bars and Spotify as he explains
why consumers need to be offered more than antiquated promotional
messages in the digital age."
*Greg Grimmer, Founder, HDMG*
"Simon has somehow managed to write two books in one: an
entertaining page-turner about the inner lives of brands, and a
thought-provoking set text for professionals."
*Stefan Terry, Founder, Leap of Being, former Managing Partner,
Heavenly Group Ltd*
"Pont's writing is entertaining and full of thought-provoking case
studies. His willingness to share his own successes and failures
adds authenticity and a good grounding for the theories he
presents. [...] Quips throughout, such as: 'stay with me here, I'd
like the company', create a strong author's voice and a glimpse of
the charisma he believes brands need within the new 'media
democracy'. [...] A well-written, self-effacing gallop through
brand success, failure and evolution. (4* review)"
*Samantha Thomsett, reviewer, B2B Marketing Magazine*
"The Better Mousetrap is, as the title implies, sneaky in a good
way...while Pont's prose entertains, his insights steal up behind
you. This reader came away learning more than he'd planned."
*Judd Labarthe, Former Executive Planning Director, Argonauten
G2*
"It's easy for modern-day marketers to get distracted by new
technologies, fads and fripperies, in this ever-evolving, complex,
digital world. 'The Better Mousetrap' is an elegant reminder of the
danger of such distractions and that while focus and discipline are
key to success, business and brands cannot stand still and must be
willing to innovate and do something new to attract the
consumer."
*Philip Smith, Head of Content Solutions, Brand Republic Group,
Haymarket Business Media*
"Simon has deconstructed the complex subject of what a brand is in
an insightful and entertaining way, bringing his own experience in
the advertising business to bear and giving a unique viewpoint on
communication challenges in a digital age. A must read."
*Tom George, Chairman UK and Northern Europe, MEC*
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