From the author of the Adweek bestseller Truth, Lies & Advertising In Perfect Pitch, bestselling author Jon Steel shows readers how the principles of advertising research and planning can be applied to the business of presenting and selling ideas. While many books offer tips on persuasion, this is the only book tailored specifically to advertising industry professionals who must sell their ideas or perish. The first job of advertising agencies is to create great ideas, but it doesnt matter if the agency cant sell them. Perfect Pitch provides valuable lessons from inside and outside the advertising industry on the delicate art of presenting and selling creative ideas and new business pitches. Jon Steel (Somerset, UK) is a leading figure in the advertising industry, the creator of the famous "Got Milk?" ad campaign, and the author of Truth, Lies & Advertising (0-471-18962-6) from Wiley. He is currently the worldwide New Business Pitch Consultant for WPP, one of the worlds largest advertising conglomerates.