Management guru Tom Peters, known for his landmark book In Search of Excellence, features a tiny San Francisco ad agency in his latest tome, The Circle of Innovation.
Amazon Advertising, a woman-owned startup that specializes in marketing to women, is reaching Peters' national business audience with its message and work. The book pays particular attention to an Amazon print ad (shown here) for Harley-Davidson motorcycles that uses a close-up of a bike with the tagline: "It vibrates."
Peters first connected with Amazon about a year ago, when the agency sent him a letter and a copy of the Harley ad in response to a magazine column he had written regarding marketing to female consumers.
"I was turned on by the work, and I thought their ideas were hot," recalls Peters, who was working on the book at the time.
The Palo Alto, Calif.-based author and lecturer devotes one chapter to the issue of how marketers fail to address female consumers.