-Uf! another advertising manual...

-Yes, another manual. But this one is different. To begin with, with Plato's permission, it is a book written in the form of a question/answer, almost a conversation.

With this we are going to try to make it a little more enjoyable and even put a spark of humor in it. But beyond the form, is a manual written by eight advertising professionals, professionals who have been working for years in their respective positions ...

An advertiser's communications director, an advertising agency director, a creative director, a media director, an account director, a strategic planning director, an expert in advertising law and a creative innovation director tell us what their vision is of the work they do, the functioning of the agency and advertising in general.

The advertising told by advertisers is, in addition to a tautology, an unorthodox manual academically speaking but very instructive of how they think, how they work and how they live advertising professionals.