Ph.Creative directors get "goosebumps" with first marketing book

Stephen Chapman's picture
by Stephen Chapman

Bryan Adams, the CEO of Ph.Creative in Liverpool is now a published author, with the release of new marketing book, Getting Goosebumps.

bryan_goosebumps_book_LANDThe “pragmatic guide to inbound marketing” was co-written with the agency’s director of client service, Dave Hazlehurst and examines the “trials and tribulations” of contemporary marketing.

“My favourite quote in Getting Goosebumps is, ‘Everyone has a plan until you get punched in the mouth’. It’s true, and you need to know what to do if it’s not going so well too,” said Adams.

“I think that starts with having confidence in your approach to marketing to your audience – if you don’t believe in your strategy, the wheels can fall off very easily and I’ve seen it happen many times with businesses bringing us broken marketing that needs to be stripped back and re-imagined so it’s strategic, intelligently informed and customer centric.”

The move into publishing came as a result of the agency’s weekly blog and podcast, #AskPh,with Adams saying it was the “natural next step.”

“For the last couple of years we’ve read lots of marketing books and felt that there was something missing,” added Hazlehurst.

“We’ve read books that provide inspiration, theory, current tactics and even best practice examples of good execution, but what we felt was missing was a tangible ‘glue’, a philosophy of marketing explained end to end that also lays out a plug and play process for aligning business objectives, strategy, tactics and implementation.”


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