By David Snellenberg
160 pages, paperback, €14.99
Published by BIS Publishers
Whether you’re an advertiser or just someone who wants to tell a story, there’s something for everyone in Think Like an Adman, Don’t Act Like One from agency founder turned author David Snellenberg. It’s a coffee table–style read—interesting enough to be kept in an office waiting area, but not insightful enough to carry to a briefing. In it, Snellenberg, creative director and founder of UK-based creative agency Dawn, offers 75 snackable advertising tips pulled from his more than 25 years of experience in the industry. There are anecdotes, bits of personal experience and infamous campaigns Snellenberg points to throughout the read to drive his 75 tips home for readers. Albeit, there’s nothing mindblowing about the tips, which at times are repetitive and approached with a one-size-fits-all, sweeping generalization. (See tip #37, which simply says “Fit in, stand out,” in bold letters without an additional paragraph for context.) At several points throughout the read, Snellenberg points to massive company campaigns from the likes of Apple, Calvin Klein and Nike—recognizable to non-admen, but maybe overhyped for those in the industry. Still, the 160-page book does offer a few thoughts worth mulling over. For example, tip #16 speaks to the current conundrum of being overly reliant on data to get to know shopper values. As data privacy measures are top of mind, it’s a tip that could go far with advertisers.
Whether it’s to brush up on advertising basics or learn to “think like an adman,” Snellenberg’s book does the job.—Kimeko McCoy