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Ad guys' book is just posturing

November 08, 2009

Re: Dan Neil's marketing column "Ad guys' book is self-centered, half-baked," Nov. 3:

Neil's goring of the book "Baked In: Creating Products that Market Themselves," by advertising executives Alex Bogusky and John Winsor, was a delightful read.

He might have added that such self-serving books are aimed not at the public but at potential clients. If they are going to get clients to hand over multimillion-dollar advertising budgets, agencies need to cultivate a sanctimonious posture of surefire marketing genius that -- fortunately for them -- never needs to be proved.

Sometimes a crude, boastful book makes the difference.

Spencer Grant

Laguna Niguel

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