Advertiser Peter Marti with new book: Lizard Marketing
What does an advertiser do when he wants to attract attention: he provokes. Having made a name for himself in the 1980s and 1990s with his sensational campaigns, Peter Marti is now speaking out with a book.
(pr) What does an advertiser do when he wants to attract attention: he provokes. Having made a name for himself in the 80s and 90s with his sensational campaigns, Peter Marti has now come out with a book. Although the title Lizard Marketing is based on the animal kingdom, the book contains conclusive instructions and case studies from the practice of modern marketing communication. The author promises that the application of his absolute return method will definitely ensure a more efficient use of advertising funds.
In the late 1980s and 1990s, he was one of the best-known advertisers on the Swiss communications scene and attracted a great deal of attention for his virtuoso play with the balance between communication and provocation. His campaigns for Rifle jeans and Hakle toilet paper, for example, were legendary. It is less well known that the name and brand strategy of telecoms provider Sunrise and Lindt's Europe-wide maitre chocolatier strategy were also created by Peter Marti.
At the turn of the millennium, things became quieter around the top advertiser. In 1997, he sold his shares in the advertising agency Marti Ogilvy & Mather and the direct marketing agency Ogilvy & Mather Direct, which he had built up, and with his new company Marti & Partner he devoted himself solely to marketing and communication tasks for hand-picked clients. Now Peter Marti is back on the big stage. In his book Eidechsen-Marketing (Lizard Marketing), he imparts his knowledge to readers in an exciting way - not without entertaining elements and pointing out a number of marketing sins committed by well-known companies with a sharp pen.
The book's not exactly brand new thesis is that a large proportion of advertising budgets are wasted in the market - but Marti would not be Marti if he did not provide a solution. With the absolute return method, the Zurich-based communications specialist does not believe he has found Columbus' egg - but at least a concept that recoups the advertising money spent per customer if his strategy is applied consistently.
In general, it is safe to say that this easy-to-read text is not only recommended for marketing executives. Clients, consultants, media specialists, creatives; in fact, anyone who comes into contact with marketing mechanisms in any way in their day-to-day work or even moves in the field of tension between client and agency will benefit from Eidechsen-Marketing. The book certainly contains enough insights and good arguments for all those involved in marketing communication. The numerous tried-and-tested tips for advertising and creative concepts as well as the extensive checklists for campaign and agency evaluation alone are worth the purchase.
Peter Marti: Lizard marketing
ISBN 3-280-05180-0
Orell Füssli Publishers
or can be ordered from [email protected]
In the late 1980s and 1990s, he was one of the best-known advertisers on the Swiss communications scene and attracted a great deal of attention for his virtuoso play with the balance between communication and provocation. His campaigns for Rifle jeans and Hakle toilet paper, for example, were legendary. It is less well known that the name and brand strategy of telecoms provider Sunrise and Lindt's Europe-wide maitre chocolatier strategy were also created by Peter Marti.
At the turn of the millennium, things became quieter around the top advertiser. In 1997, he sold his shares in the advertising agency Marti Ogilvy & Mather and the direct marketing agency Ogilvy & Mather Direct, which he had built up, and with his new company Marti & Partner he devoted himself solely to marketing and communication tasks for hand-picked clients. Now Peter Marti is back on the big stage. In his book Eidechsen-Marketing (Lizard Marketing), he imparts his knowledge to readers in an exciting way - not without entertaining elements and pointing out a number of marketing sins committed by well-known companies with a sharp pen.
The book's not exactly brand new thesis is that a large proportion of advertising budgets are wasted in the market - but Marti would not be Marti if he did not provide a solution. With the absolute return method, the Zurich-based communications specialist does not believe he has found Columbus' egg - but at least a concept that recoups the advertising money spent per customer if his strategy is applied consistently.
In general, it is safe to say that this easy-to-read text is not only recommended for marketing executives. Clients, consultants, media specialists, creatives; in fact, anyone who comes into contact with marketing mechanisms in any way in their day-to-day work or even moves in the field of tension between client and agency will benefit from Eidechsen-Marketing. The book certainly contains enough insights and good arguments for all those involved in marketing communication. The numerous tried-and-tested tips for advertising and creative concepts as well as the extensive checklists for campaign and agency evaluation alone are worth the purchase.
Peter Marti: Lizard marketing
ISBN 3-280-05180-0
Orell Füssli Publishers
or can be ordered from [email protected]
