Synopses & Reviews
Review
"Writing an entire history of advertising around the world is clearly an ambitious project. Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk." -
Jonah Bloom, Advertising Age, Sept 2007
See an excerpt on the American Educational Foundation website!
Review
<DIV><BR>"[A]n excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry." --<B>Library Journal,</B> Sept 2007, starred review <BR></DIV><div> </DIV><div>"[H]eady, well-researched gem... a handy, entertaining and insightful guide to the past and future of the ad world." --<B>Publishers Weekly</B>, August 2007, starred review<BR><BR></DIV>"Writing an entire history of advertising around the world is clearly an ambitious project. Tungate pulls it off and has published a rare beast: a highly readable yarn that would also make a good textbook for aspiring ad folk." --<B>Jonah Bloom,</B> <I>Advertising Age,</I> Sept 2007<br>
Synopsis
Adland is a ground-breaking examination of modern advertising, from its origins in the 19th century to the evolution of the current advertising landscape. 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, including Tom Bernadin, CEO of Leo Burnett; Jean-Marie Dru, President and CEO of TBWA Worldwide; and John Hegarty, Chairman of BartleBogleHegarty. 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 how it is likely to develop in the future.
About the Author
Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, 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.
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
Laskers 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
Murderers 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 Thatchers 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
Australias 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