Books that influenced me

Charles Vallance, chairman and co-founder of creative agency VCCP, shares the books that have influenced him most.

Books that influenced me

Charles VallanceVCCP

Vallance began his advertising career at Burkitt's, working subsequently at BBH and WCRS. In 2002, he founded VCCP with Rooney Carruthers, Adrian Coleman and Ian Priest. The agency's founding client was O2, and other notable clients include comparethemarket.com, Hiscox and easyJet.

1. The 22 Immutable Laws of Marketing

By Al Ries and Jack Trout Published by Harper Business, 1994

Why 22 Laws? I don't know – it's too many. But three or four are absolute belters including the Law of Category (which, in part, inspired the launch of Orange) and...

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