Working in one of the business world’s true pressure cookers, professional researchers in the advertising and marketing field find and analyze the information that fuels new product launches and advertising campaigns. Their market research expertise provides critical support to account managers and planners, new business teams, copywriters, creative directors, and integrated marketing specialists. In Super Searchers on Madison Avenue, Villamora interviews 13 research pros from such firms as Leo Burnett, Euro RSCG MVBMS, Interpublic, GSD&M, and TBWA\Chiat\Day, asking them to share the tips, techniques, and resources that have made them the best online searchers in the business.

The foreword is by Ogilvy & Mather Managing Director Linda Garrison, who said about the book, "Whether you’re an information manager, an account planner, creative or account staff, a student or faculty member in a library or business school, you’re guaranteed to learn something helpful—from favorite Web sites and search engines to ways to turn information into inspiration." She added, "After all, anyone can log on. The competitive advantage is in how to find what you really can use."

 

The following interviewees are featured in the book:
• Velda Ruddock, TBWA\Chiat\Day: "Visionary for Intelligence"	• Douglas Buffo, Leo Burnett Worldwide: "Indefatigable Enabler of End-Users"
• Jordie Garvin Thomson, Nsights Worldwide: "Multicultural Information Expert"	• Kristine Larsen Spanier, Carmichael Lynch: "From Copywriting to Librarianship"
• Leslie Cole, Burrell Communications Group: "Expert on the African-American and Urban Consumer Markets"	• Robin Feuerstein, The Interpublic Group: "Major League Coach for the Information Services Team"
• Gerard Seifert, GSD&M: "Creative-Side Researcher"	• Dan Carlton, mckinney+silver: "Digger Dan the Account Planner"
• Liz Aviles, UPSHOT: "Trend Spotting and Integrated Marketing Pro"	• Dee Magnoni, the Magnoni Group: "Independent Research Consultant"
• Carlos Santiago, the Santiago Solutions Group: "Chief Realist Strategist"	• Gretchen Reed, Euro RSCG MVBMS Partners: "Virtual Research Provider"
• Marsha Appel, American Association of Advertising Agencies: "4A’s for Excellence"

Super Searchers on Madison Avenue is the 11th title in the popular Super Searchers series edited by noted cybrarian Reva Basch. As with all series titles, the new book is supported by The Super Searchers Web Page (www.supersearchers.com), which provides readers with hyperlinked access to the Internet sources recommended in the book.

Grace Avellana Villamora is Director of Knowledge Management at Euro RSCG Tatham Partners, a part of Euro RSCG Worldwide, the fifth largest advertising agency network in the world. Villamora manages a department that conducts research to support the agency’s business strategy, monitors competition and trends for its clients, and develops innovative resources to help transform brands. Villamora has over 25 years of ad agency experience, having worked abroad as an account supervisor and market research consultant, and has developed several information and knowledge centers in the U.S.

Super Searchers on Madison Avenue (244 pp/softbound/$24.95/ISBN: 0-910965-63-3) is a CyberAge Book from Information Today, Inc. It is available in better bookstores everywhere through Chicago-based trade distributor Independent Publishers Group (IPG) or by calling the publisher at (800) 300-9868 (outside the U.S. call (609) 654-6266); faxing (609) 654-4309; e-mailing custserv@infotoday.com; or logging on to the ITI Web site at www.infotoday.com.

Super Searchers on Madison Avenue Top Advertising and Marketing Professionals Share Their Online Research Strategies By Grace Avellana Villamora | Edited by Reva Basch Research professionals in the advertising and marketing game are a rare breed. Working in one of the business world’s true pressure cookers, these super searchers find and analyze the information that fuels today’s most successful new product launches and advertising campaigns. Their market research expertise provides critical strategic support to new business teams, account managers and planners, copywriters, art directors, and sales promotion specialists at every major international ad agency. Here, Grace A. Villamora—Director of Knowledge Management at Euro RSCG Tatham Partners—gets 13 research pros from such firms as TBWA\Chiat\Day, Leo Burnett, and Interpublic to share the tips, techniques, and resources that have made them the best in the business. CyberAge Books 2003/220 pp/softbound ISBN 0-910965-63-3 Regular price: $24.95Sale price: $19.95