Marketing Bookshelf: Books That Influenced Me

Tony Prehn
Lowe Thailand

All of Tony Prehn's career of more than 25 years has been spent at Lintas, now Lowe & Partners, making him a rarity in the job-hopping world of advertising. He is credited with setting up what is now Lowe's first agency in China, in 1992, and has held posts in Indonesia, Taiwan and Vietnam, where he was MD in 2000. He has been CEO of Lowe Thailand since 2003.

1 AN ACTOR PREPARES

By Konstantin Stanislavski Originally published 1936, Methuen Drama edition 2008

A seminal work for all would-be actors, its lessons have stayed with me beyond the proscenium and throughout my career. Stanislavski's ‘system’ is an analytic process of exploring and expressing truth in performance. We all ‘perform’, all the time – a new business presentation is often highly theatrical and carefully stage managed. Unlocking one's creativity is essential in our business, and finding the product truth is what helps build great brands and persuasive advertising.