Under the Radar

The growth of a one-room, two-man shop on the Lower East Side into the agency Kirshenbaum Bond & Partners is one strand of this account by Jonathan Bond and Richard Kirshenbaum. The other is their under-the-radar method for reaching consumers who tune out advertising, shown in campaigns that put soft drink ads on fruit, used Ed Koch to sell Snapple and enlisted Imelda Marcos for Kenneth Cole shoes. The authors examine how the wider world has shifted since David Ogilvy set down his rules, critique strong and weak campaigns of the day, and describe research methods for understanding real people. Integrated marketing, media planning, guerrilla marketing and agency structure are also covered.

Bogdana Butnar, head of strategy at Poke, listed it among the advertising books on her ultimate books to read list.