Who invented it?

BOOK TIP In the book "Wer hat's erfunden?" ("Who invented it?"), author Heide Neukirchen explores the secrets of Jung v. Matt - Europe's most influential advertising agency. According to getAbstract, the book is unsurprising, but still worth reading.As an "embedded journalist", Heide Neukirchen went into the advertising battle with Jung von Matt: she accompanied the advertisers for weeks, attended meetings, listened to creative processes, interviewed the founders, employees and former employees and researched the competition, but anyone expecting the book to divulge surprising secrets - as promised in the subtitle - will be quietly disappointed. However, the high-profile business journalist Neukirchen can't help it: Jung von Matt's advertisers are not extraterrestrial, but simply extremely committed, never satisfied with their work and users of one special management method or another.The book is definitely worth reading: the history of the agency is exciting and provides a deep insight into the mindset of creative makers, far removed from the clichés of coke. getAbstract recommends the book to anyone involved in advertising - whether on the producing or buying side.getAbstract rating: 7Importance: 6Degree of innovation: 7Style: 9Publisher: RedlinePublication date: 2011Pages: 207ISBN: 9783868812992