Below is a sampling of our recent publications and white papers. Many are downloadable as PDFs. Others are available upon request.
Readings in Account Planning
A new collection of seminal articles and papers published by The Copy Workshop and
available at www.copyworkshop.com/bookshop.php or Amazon. Already adopted by many leading colleges and universities, it offers excellent source material on the history and practice of account planning, for anyone interested advertising research and strategy.
"A Cost-Effective Design for Qualitative Research" — Available for Download
A multi-method approach that maximizes flexibility, depth of insight, and efficiency.
"What Qual Does That Quant Can't" — Available for Download
Five features that make qualitative research superior to quantitative in creating competitive advantage.
"Planning the New Business Pitch: A Practical Guide" — Available for Download
A how-to guide for successful planner participation in ad agency new business.
"Writing Creative Briefs" — Available for Download
An introduction to writing the kind of effective briefs that drive great marketing communications.
"The Five dimensions of Brand Definition in Strategic Brand Planning"
Essential steps every business must take in creating a successful brand.
"Ten Housewives in Des Moines and the Assessment of Logo Design"
Presentation to the Society of Typographic Artists.
"Making Qualitative Research Affordable"
New technology and economic realities have reduced the cost of qualitative research.
"Creative Development Research — The Consumer's Voice in Ad Creation"
Rather than a beauty contest, CDR is a way to engage consumers in a conversation about ideas.
A multi-method approach that maximizes flexibility, depth of insight, and efficiency.
"What Qual Does That Quant Can't" — Available for Download
Five features that make qualitative research superior to quantitative in creating competitive advantage.
"Planning the New Business Pitch: A Practical Guide" — Available for Download
A how-to guide for successful planner participation in ad agency new business.
"Writing Creative Briefs" — Available for Download
An introduction to writing the kind of effective briefs that drive great marketing communications.
"The Five dimensions of Brand Definition in Strategic Brand Planning"
Essential steps every business must take in creating a successful brand.
"Ten Housewives in Des Moines and the Assessment of Logo Design"
Presentation to the Society of Typographic Artists.
"Making Qualitative Research Affordable"
New technology and economic realities have reduced the cost of qualitative research.
"Creative Development Research — The Consumer's Voice in Ad Creation"
Rather than a beauty contest, CDR is a way to engage consumers in a conversation about ideas.