Jon Steel Books
Jon Steel is a British advertising executive and author known for his pioneering work in account planning. He served as a planning director at Goodby, Silverstein & Partners and later at WPP.
Known for: Truth, Lies and Advertising: The Art of Account Planning
Books by Jon Steel
Truth, Lies and Advertising: The Art of Account Planning
Truth, Lies and Advertising: The Art of Account Planning is a seminal work on the practice of account planning in advertising. Jon Steel, drawing from his experience at Goodby, Silverstein & Partners, explores how planners uncover consumer insights and translate them into creative strategies that drive effective campaigns. The book combines theory, case studies, and practical advice, making it a foundational text for advertising professionals and students alike.
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Defining Account Planning and Its Origin
Account planning was born from frustration—the frustration that advertising decisions were being driven either by data without soul or creativity without grounding. In the late 1960s in the UK, agencies like JWT London and BMP began to experiment with a new role that would bridge these two worlds. I...
From Truth, Lies and Advertising: The Art of Account Planning
Understanding Consumers and Finding Human Truths
If there is one unshakable belief that defines my view of advertising, it is that people do not buy products—they buy ideas that make them feel something about themselves. To uncover those ideas, a planner must go beyond surveys, focus groups, and data charts. We must observe people in their natural...
From Truth, Lies and Advertising: The Art of Account Planning
About Jon Steel
Jon Steel is a British advertising executive and author known for his pioneering work in account planning. He served as a planning director at Goodby, Silverstein & Partners and later at WPP. His writing and lectures have influenced generations of advertising strategists worldwide.
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Jon Steel is a British advertising executive and author known for his pioneering work in account planning. He served as a planning director at Goodby, Silverstein & Partners and later at WPP.
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