Richard
Earle has spent
over 30 years in advertising, most recently as
executive vice president, Saatchi & Saatchi,
New York. His work has won the Gold Lion at
Cannes, 2 Gold Effies, and over 50 other major
awards. Here, he and other recognized marketing
experts discuss The Art of Cause Marketing:
“In The
Art of Cause Marketing, I wanted to create a
hands-on book. I decided it should be short on
the theorizing found in so many social marketing
texts, and long on specific techniques of making
the ads.”
"In
The Art of Cause Marketing author Richard Earle
—a 30 year ad veteran who worked on the
'Crying Indian' spots for the Keep America
Beautiful Campaign— details key strategies
used in cause marketing advertising. He includes
everything from how to research. test, and
measure the success of a cause ad to in-depth
case studies of the Partnership for a Drug-Free
America and the Massachusetts Tobacco Control
Program."
—ADWEEK magazine, May 8, 2000
“This
book is sine qua non—the best work on cause
marketing and advertising I've read. Dick Earle
defines, explains, illustrates, and teaches as an
experienced, talented advertising professional
who has walked the walk.”
—Robert P. Keim President
Emeritus, The Ad Council
“A
combination guide book, field manual, and
advertising bible, it is bound to become required
reading for all serious practitioners and
students of cause marketing.”
—Milt Gossett Retired
Chairman & CEO, Saatchi & Saatchi
Advertising Worldwide
“A
very useful combination of concepts, theory,
practical examples, how to do it, and philosophy
including the too often forgotten importance of
understanding the people whose behavior the
advertisement is trying to influence.”
—Renato Tagiuri, Professor
Emeritus, Harvard Business School
“Cause
Marketing used to be all done pro bono, but today
it can be a very lucrative category for agencies.
This book goes into detail about the differences
between the creation of product advertising and
the kind of specialized research and precise
strategizing required for cause assignments.
Because if you do it wrong, you can do more harm
than good. This will help you do it
right!”
—Richard Earle
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