by Pat Fallon & Fred Senn
“It’s amazing what you can accomplish if you stay humble.” In Juicing the Orange, Pat Fallon and Fred Senn tell it all. Both are affiliated with a US advertising powerhouse – Fallon Worldwide. You might recognize their agency for the iconic Time magazine ads, as the creators of Buddy Lee or for their cat herders commercial in the 2000 EDS Super Bowl commercial. They also talk about the ads that didn’t cut it. They make advertising real by focusing on what makes it work – the research that is essential to creating successful campaigns. The research that ensures ads connect with the intended audience. The research that makes sure the client really knows who should be buying its stuff. And, in the process, they take risks and have fun. I always say we like best those things that we agree with – I loved this book.
