In the second of a summer mini-series, we ask marketing’s biggest bookworms for beach read recommendations that don’t suck.
Cannes Lions is over, the school holidays beckon: it’s holiday time.
But marketers shouldn’t feel obliged to pack a strategy textbook or an airport business guru’s latest. There’s a whole world of inspiration out there. So in a summer takeover of the Agency Advice series, we’re asking proper book nerds from the marketing community what’s been getting their creative juices flowing.
Here’s what they’re recommending.
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Tim Maleeny, chief strategy officer and president, Quad Agency Solutions: “My first pick is Nemesis by Gregg Hurwitz, one of the best thriller writers working today. For lessons on crisp writing and building anticipation, there’s no one better. Let’s face it, those are skills any good creative needs when crafting persuasive advertising.
“Second is Impossible Creatures by Katherine Rendell, a book for young readers that brings together an endless array of magical beasts from unicorns to griffins in an escapist fantasy easily read in one sitting. The charm of the writing is exceptional and echoes of Harry Potter will warm the heart of even the most jaded marketer.
“For nonfiction that reads like an adventure novel: Rogue Heroes by Ben Macintyre, stories of desert warfare and the founding of the British SAS. For an industry that loves to talk about brave ideas, this wildly entertaining narrative of what real bravery looks like is a daily dose of inspiration for risk-takers. (And for ad people into film craft, it’s been adapted into a very well-edited TV series.)
“Lastly, since we’re talking about summer reads, I’ll humbly and shamelessly add my own latest novel, Hanging the Devil by Tim Maleeny. It’s a cross between The Thomas Crown Affair and a Guy Ritchie movie, designed to be an unapologetically entertaining beach read. (If you work in a creative business, it’s always good to push yourself to do something creative outside of work.)”
Flora Joll, strategy director, Joan London: “I recently enjoyed Richard Huntington’s Feral Strategy. He’s a reassuring source of entertaining good sense. I like books that are useful for marketing without being directly about it – there’s a lot of homogenized thinking out there. It’s the lateral moves that can result in interesting thinking. This one will appeal to planners who are curious about odd things.
“A little further down the line in this vein, Girl on Girl by Sophie Gilbert and She’s Always Hungry by Eliza Clark can be interesting guides for the conversations we often have as a female-founded agency with a point of view on where popular culture frequently goes wrong for women and how the narrative is always changing.
“On a lighter note, as a lifelong devotee of Jilly Cooper, I loved Emma Smith’s Portable Magic, partly because I love reading books about people who love books, but also because there is a chapter on Rivals.”
Julio Alvarez, storytelling strategist & creative director: “I always travel with a Simon Rich book. Absurd, sharp and perfectly in tune with modern life, his accurate stories make him the David Sedaris for millennials. I’d recommend any of his books to a creative writer. Take Hits & Misses, where one of the opening stories follows a ‘content specialist’ whose ego is slowly crushed by disappointed younger versions of himself that pop up for his birthday. Weird, yes, but also laugh-out-loud, tell-the-person-sitting-next-to-you funny.
“If you’re waiting (im)patiently to hit send on that OOO email, imagine taking it a step further – for a whole year. Ottessa Moshfegh’s My Year of Rest and Relaxation takes the premise of ‘disconnecting’ to the extreme: a young New Yorker decides to drug herself into sleeping through an entire year. A dark, deadpan satire of burnout and modern absurdity, featuring the funniest therapist I’ve ever read.”
“And if what you want is a proper summer page-turner (a bestseller without the label), there’s nothing out there like Bret Easton Ellis’s The Shards. An LA thriller filled with paranoia, nostalgia, drugs, privileged teens and 80s hits, it was my last summer’s obsessive read. I got the sunburn to prove it.”
Michelle Yeadon, chief product officer, RMA: “As creative thinkers, we’re always looking for inspiration and, sometimes, the best lessons come from unexpected places. My picks aren’t just for leisure; they’re fuel for creative work.
“First, something by Emily Henry. Yes, it’s romance. But before you cringe, romance novels are masterclasses in story structure. Beneath the surface are clever building blocks and relatable character arcs – essential for compelling narratives and pitches. Plus, they understand that relationships (and, yes, sex) drive human behavior, a crucial element to understand when connecting with an audience.
“Then there’s The Fourth Wing series by Rebecca Yarros. Beyond the romance, it’s a lesson in intricate world-building where every detail resonates, with diverse identities that oppose stereotypes. For us, this highlights the importance of authentic detail in any world we create, be it fantasy or a contemporary campaign. Overlook the small things and the illusion and inclusion fall apart.
“Finally, if you want something that will challenge your thinking, pick up S (sometimes The Book of S) by Doug Dorst and JJ Abrams. This interactive, multi-layered experience mirrors the unpredictable nature of customer journeys. It demands we consider every touchpoint to create a cohesive and engaging experience, no matter where someone enters the story.
These reads keep me sharp on storytelling, authentic world-building and the power of detail. Happy summer reading.”
Harry Lang, author and managing director, Brand Architects: “In an industry increasingly driven by data, don’t you miss the days when you could take a big swing and let the fates decide what happens next? That’s exactly what the protagonist does in The Dice Man by Luke Rhinehart, a batshit descent into the worst human behaviors as he lets a set if die dictate his actions. It’s funny, tragic, deeply affecting and very, very funny – sometimes all on one page.
“Then there’s The Thousand Autumns of Jacob de Zoet by David Mitchell (not that one), the author whose talent I most envy. This man plays with words like Mozart sculpted sonatas. Go and read it on a beach.
“Kololo Hill by Neema Shah is a stunning novel about a Ugandan family who suffer the madness of Idi Amin in 1972, escaping to the UK. There, they suffer hateful prejudice as they try to discover their purpose and place in the world.
“And finally, The Latin American Trilogy by Louis de Bernières depicts a ramshackle bunch of characters (and cats) marauding across a fictional South American continent. I was going to say something by Gabriel García Márquez to make myself sound clever, but I enjoyed these far more. Grab the rosé from the freezer, put on some Café del Mar and sink into some properly funny and beautifully crafted escapism.”
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