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Eat Your Greens is a selection of articles curated by Wiemer Snijders on all things that come up for discussion amongst account planners. Branding, marketing, some home truths about innovation and the value of creative. Much of it recycles the stuff that account planners know from reading Sharp or Field and Binet. In addition there are a few that specifically address diversity, inclusion – but excludes ageism in terms of the ways it talks about these as an issue.
Where’s the value in Eat Your Greens? The answer to that question depends on where you are in your career. As someone who is established in my career, I found it valuable in a few different ways.
Some of the essays from the likes of Phil Graves, Mark Ritson and Ryan Wallman, Rose and Faris Yakob, Byron Sharp and Amy Wilson are strong enough to make Eat Your Greens worthwhile in its own right. For instance here’s some of what Ritson had to say:
“The modern marketer has created an entirely stupid dichotomy between ‘digital communications’ and ‘traditional communications’… There are just tactical tools, and they can only be valued and selected once a target and a position and a strategy are in place. What’s more, it’s clear that most successful campaigns combine multiple channels for optimum success. Most studies suggest that the more channels a campaign includes, the better the ultimate ROI.”Mark Ritson in Eat Your Greens
Going through the essays allowed me to come up with recommendations of new reading materials referenced in the essays – I have been using it to bulk up my Amazon list.
Essays that I would particularly recommend:
- What Ails Marketing by Mark Ritson
- Post-Truth Telly by Tess Alps
- To Target Or Not To Target, That’s Not The Question by Shann Biglione
- Everybody Lies – The Importance of Psychological Validity In Consumer Insight by Phil Graves
- The Devaluation of Creativity by Bob Hoffman
- Biting The Hand That Feeds Us? Why Advertising’s Love Of Novelty Is Doing Brands A Disservice by Kate Waters
- Why Innovation Isn’t As Sexy As Business Books Promise by Costas Papaikonomou
For busy marketers or junior planners, Eat Your Greens is a nice introductory point for a number of issues in marketing, such as the corrosive digitisation of marketing.
I think it fulfils an important role. Particularly for junior planners as many agencies now rely on an army of freelance talent. Eat Your Greens isn’t a substitute for having senior staff developing younger account planning minds on the job. But given the current state of agencies, its probably one of the best options that we have. More book reviews here and my slowly updated bookshelf here.