Adland is a ground-breaking examination of modern advertising, from its early origins, 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. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as…mehr
Adland is a ground-breaking examination of modern advertising, from its early origins, 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. Adland focuses on key players in the industry and features exclusive interviews with leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, John Hegarty and Sir Martin Sorrell, as well as industry luminaries from the 20th Century such as Phil Dusenberry and George Lois. 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.
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Fashion Brands, Branded Beauty and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website Stylus.com. Alongside his writing, he teaches at Parsons Paris School of Art and Design.
Inhaltsangabe
Preface to the 2nd edition Introduction 01 Pioneers of persuasion An industry takes shape Early advertising agencies Arrow to the future The Hopkins approach Lasker's second choice 02 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 03 Madison Avenue aristocracy A British advertising agency in New York The science of selling 04 Creative revolutionaries Thinking small Murderers' row The revolution will be televised 05 The Chicago way An unhurried start Quite a character Cornflakes and cowboys The international era Life after Leo 06 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 07 Eighties extravagance The Saatchi saga continues Jeans genius from BBH The gentleman copywriter The buccaneers of Venice Beach '1984' and the Super Bowl factor 08 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 09 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 Content providers and inventors Shape-shifting giants Conclusion References Index
Preface to the 2nd edition Introduction 01 Pioneers of persuasion An industry takes shape Early advertising agencies Arrow to the future The Hopkins approach Lasker's second choice 02 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 03 Madison Avenue aristocracy A British advertising agency in New York The science of selling 04 Creative revolutionaries Thinking small Murderers' row The revolution will be televised 05 The Chicago way An unhurried start Quite a character Cornflakes and cowboys The international era Life after Leo 06 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 07 Eighties extravagance The Saatchi saga continues Jeans genius from BBH The gentleman copywriter The buccaneers of Venice Beach '1984' and the Super Bowl factor 08 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 09 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 Content providers and inventors Shape-shifting giants Conclusion References Index
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