NORTHERN PLANNER

Obviously I've read Paul Feldwick's book about how advertising works. I'm sure you have too.

I don't there is any point a monkey like me offering any kind of review, except that you should read it and form your own view. I certainly enjoyed it and appreciated the reasoned approach, as opposed to the self importance or 'this is the new that' conceit of other authors and industry voices.

What I did want to meekly point out was the fact this was a book about advertising. Not Growth Hacking, not brand communication or any other of the stupid phrases folks bandy about.

Advertising.No bothering with above the line, online v offline. Advertising.

Perhaps we should call it this more often and not pretend we're in another business. It might be harder then to dismiss the work and ideas of those that came before us, by kidding ourselves stuff is that different.

I'm not saying it's business as usual with digital and stuff.

It wasn't business as usual when TV came along either.

Just saying.