Our CEO says we should read these books (maybe you should, too) - McKinney

Our CEO says we should read these books (maybe you should, too)

December 14, 2015

By Gail Marie

The walls of Brad’s office in Durham are glass, so when I walked by a couple of weeks ago and saw stacks of books, I stopped. And walked in. He said he was encouraging the leadership at McKinney to read four books and then gave me my own copies. “Everyone who works in advertising today should read these,” he said.

First of all, the fact that I can walk into the CEO’s office and ask, “What are all these books doing in here?” is pretty great. Second, I walked out with four free books, which was an unexpected bonus considering I host a radio program about reading. And third, if you work in this industry, maybe you should read these books, too.

“The Art of Possibility,” by Rosamund Stone Zander, Benjamin Zander (2000)
A conductor of the Boston Philharmonic and a psychotherapist decided to write a book together about creativity. Along with 12 practices to help readers bring creativity to everything they do, it includes their own stories and anecdotes.

“How Brands Grow,” by Byron Sharp (2010)
Five years later, the explanation this book offers remains relevant. Goodreads reviewers agree that though the text lacks luster, the content is laudable.

“The Case for Creativity,” by James Hurman (2011)
This book uses 15 major research studies to demonstrate that the most effective advertising is also the most creative. Marketing and advertising leaders from MINI to BBDO weigh in.

“The Anatomy of Humbug,” by Paul Feldwick (2015)
To keep up with media’s constant change, Feldwick argues, we must understand advertising’s past and criticize our habits. And though all theories of advertising are valid, none is a gold standard. A major theme in this book is that ongoing success in this business requires flexibility and, gasp, creativity.