Inventing Desire: Inside Chiat/Day: The Hottest Shop, the Coolest Players, the Big Business of Advertising

Karen Stabiner, Author
Karen Stabiner, Author Simon & Schuster $24.5 (0p) ISBN 978-0-671-72346-0
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Many critics of consumerism believe advertising ``invents desire'' for products we do not want or need--be they automobiles or presidential candidates. Stabiner ( Courting Fame ) investigated these allegations in this revealing account of the daily operations of Chiat/Day, the firm named ``Agency of the Decade'' by Advertising Age. Staffed with talented creative personnel often in conflict with the business side of the firm, Chiat/Day was unnerved by the recession, the loss of major accounts, administrative problems and fiscal constraints (often affecting expenditures for creative services and food for the office). Stabiner's candid coverage of the key players, along with material on television, print campaigns and market positioning, enrich this impressive study. While this book should appeal to the trade market and ``Madison Avenue'' types eager to learn about a competitor, it could be ``positioned'' as supplementary reading in advertising classes in business and communication schools. (May)
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