First ten books you should read as a Comms Planner

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Sharp brings academic rigour and data to the advertising world and helps dispel a number of myths around advertising. Some of his key highlights are the importance of advertising to everyone in the category vs. specific target, crushing of the concept of loyalty programs and the importance of creating distinctive assets.

3. Truth, Lies and Advertising - Jon Steel

The bible for brand planning. An important read for anyone who is getting into the planning discipline. Jon Steel is an amazing storyteller who helps teach the raw skills with great examples that help land his points.

4. Decoded - Phil Barden

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