| This book, written by the chief of Phoenix, a UK ad agency based in an "old converted church" ("the Chapel of Ideas"), tries to turn the Highly Effective Marketing Plan (HEMP) into a buzzword. In abbreviation, it succeeds. Bang in the middle of the book is the storyboard of a sneaker commercial by Lowe""with a man running for dear life as his sofa chases him with mangled mania out of the living room, down the stairs and almost out the door. "Escape the sofa" urges Reebok. It often takes just a few bubbly seconds to have your target customer "gagging for more", says the author. Otherwise, the book lets Phoenix showcase its work for its own client, Redcup, a service that took the coffee revolution into offices.
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| THE HIGHLY EFFECTIVE MARKETING PLAN |
| Peter Knight Rs 199 168 pages Pearson Power |
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First Published: Jul 19 2006 | 12:00 AM IST
