Short description
Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from print, radio, and television advertisements to the opportunities afforded by digital media podcasting, text messaging and interactive campaigns. Adland focuses on key players in the industry and features exclusive interviews with leading names in international advertising. Exploring the roots of the advertising industry in New York and London and going on to cover Western Europe and the emerging markets of Eastern Europe, Asia, and Latin America, Adland offers a comprehensive examination of a global industry and suggests ways it is likely to develop in the future.
Long description
"Adland" is a ground-breaking examination of modern advertising, from its origins in the 19th century, to the evolution of the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media - podcasting, text messaging and interactive campaigns. "Adland" focuses on key players in the industry and features exclusive interviews with leading names in advertising, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell. Exploring the roots of the advertising industry in New York and London, and going on to cover the emerging markets of Eastern Europe, Asia and Latin America, "Adland" offers a comprehensive examination of a global industry and suggests ways in which it is likely to develop in the future.
Review
A great story - full of character, fun and life. Kevin Roberts, CEO Worldwide, Saatchi & Saatchi The story of the best advertising told with the accuracy of the best journalism and with the style of the best literature. Washington Olivetto, President, W/Brasil A terrific book: intelligently written and thoroughly researched. A must for anyone interested in the history of advertising. Sir Alan Parker Immensely readable. Sir Martin Sorrell, CEO, WPP Tungate argues effectively that the prevalence and effectiveness of a given country's advertising is commensurate with that country's entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world. Publishers Weekly A great read. AdPulp Adland puts the industry into perspective and provides an insight into the future. Business Executive For the first time in Ad Land someone has attempted to tell the entire saga, and that's why this book is significant. Not only is this book a fascinating insight into the people that make Ad Land a wonderful place to work, it is a kick up the back to those of us that want it to stay that way by adequately facing up to the challenges it faces. And while you won't be giving this book to your father for Christmas, if you work in ad land you will walk a little taller having it. Adliterate.com For the first time in Ad Land someone has attempted to tell the entire saga, and that's why this book is significant. Not only is this book a fascinating insight into the people that make Ad Land a wonderful place to work, it is a kick up the back to those of us that want it to stay that way by adequately facing up to the challenges it faces. And while you won't be giving this book to your father for Christmas, if you work in ad land you will walk a little taller having it. Adliterate.com
Table of contents
- Introduction Servants and masters Learning to love advertising An impossible brief The lexicon of advertising 1 Pioneers of persuasion The origins of advertising An industry takes shape Early advertising agencies Arrow to the future The Hopkins approach Lasker's second choice 2 From propaganda to soap The legacy of J. Walter Thompson An onomatopoeic agency Rubicam versus the Depression New sights, new sounds The end of the beginning 3 Madison Avenue aristocracy A British advertising agency in New York The science of selling 4 Creative revolutionaries Thinking small Murderer's row The revolution will be televised 5 The Chicago way An unhurried start Quite a character Cornflakes and cowboys The international era Life after Leo 6 The Brit pack The British hot shop Blockbusters in the basement Lowe and beyond The master planner A Smashing agency The Saatchi saga begins Mrs Thatcher's ad agency 7 Eighties extravagance The Saatchi saga continues Jeans genius from BBH The gentleman copywriter The buccaneers of Venice Beach '1984' and the Super Bowl factor 8 The French connection The father of French advertising The man who said 'Non' Provocation and impact The house that Jacques built TBWA: absolutely European The seeds of disruption 9 European icons The graphic world of Armando Testa Copywriting, Italian style Blood, sweaters and tears The German conundrum 10 Media spins off The 24-carat idea of Gilbert Gross From barter to Zenith Turning back the clock 11 Consolidation incorporated Omnicom: The Big Bang WPP: wired to the world Interpublic: the horizontal ladder Publicis: readjusting the compass Havas: child of the information age 12 Japanese giants A short history of Dentsu Advertising haiku-style Soccer and Shiseido The challenger agency 13 The alternatives Amsterbrand Professional radicals Far from the Madison crowd Driving branded content 14 Dotcom boom and bust 15 Latin spirit The boys from Brazil 1: Washington Olivetto The boys from Brazil 2: Marcello Serpa The reign of Spain 16 International outposts Australia's favourite admen 17 Shooting stars From pop to soda 18 Controversy in Cannes The man behind Cannes Counting the cost 19 New frontiers Asian creativity And so to China 20 The agency of the future Shape-shifting giants