Adland : a global history of advertising / Mark Tungate.

Format:

Book

Author/Creator:

Tungate, Mark, 1967-

Language:

English

Subjects (All):

Advertising--History.

Advertising.

History.

Physical Description:

x, 259 pages, 16 unnumbered pages of plates ; 24 cm

Edition:

Second edition.

Place of Publication:

London : Kogan Page Limited, 2013.

Summary:

The worldwide spend on advertising currently stands at over US$500 billion a year, and - love it or hate it - it has an immense impact on our lives. But where did it all start? Who are the big players now? Adland is the first book to explore the development of advertising from an international perspective. Delving into the origins of modern advertising, it moves forward to examine the evolution of the current global advertising landscape, with all its rivalry and consolidation. Mark Tungate has conducted dozens of interviews with the leading names in the ad business: from hard-bitten survivors of the golden age to today's hotshot creative directors. Their first-hand accounts of life are at the heart of Adland. Tungate tramps Madison Avenue in the footsteps of creative legends Bill Bernbach and David Ogilvy and gets inside giant Tokyo agency Dentsu. Along the way he finds the answers to questions such as: What was it like to work in Manhattan in the 1950s or London in the 1980s? How has advertising contributed to popular culture? How did the dotcom boom and bust change the face of the industry? Can TV advertising survive the digital revolution? What will the agency of the future look like? Snappy and journalistic, Adland takes us from London to New York, from Paris to Milan and on to the emerging markets of Central Europe, South America and Asia. Finally, as the explosion of digital media and the end of traditional TV viewing habits threaten to change the very nature of advertising, it puts the industry in perspective and provides an insight into the future. Book jacket.

Contents:

01 Pioneers of persuasion 7

An industry takes shape 8

Early advertising agencies 10

Arrow to the future 12

The Hopkins approach 14

Lasker's second choice 16

02 From propaganda to soap 19

The legacy of J Walter Thompson 20

An onomatopoeic agency 23

Rubicam versus the Depression 25

New sights, new sounds 28

The end of the beginning 30

03 Madison Avenue aristocracy 33

A British advertising agency in New York 35

The science of selling 41

04 Creative revolutionaries 45

Thinking small 49

Murderers' row 52

The revolution will be televised 54

05 The Chicago way 61

An unhurried start 62

Quite a character 65

Cornflakes and cowboys 66

The international era 70

Life after Leo 71

06 The Brit pack 73

The British hot shop 74

Blockbusters in the basement 76

Lowe and beyond 79

The master planner 81

A smashing agency 83

The Saatchi saga begins 84

Mrs Thatcher's ad agency 86

07 Eighties extravagance 89

The Saatchi saga continues 90

Jeans genius from BBH 93

The gentleman copywriter 98

The buccaneers of Venice Beach 102

'1984' and the Super Bowl factor 104

08 The French connection 107

The father of French advertising 109

The man who said 'Non' 111

Provocation and impact 113

The house that Jacques built 115

TBWA: absolutely European 119

The seeds of disruption 122

09 European icons 127

The graphic world of Armando Testa 128

Copy writing, Italian style 131

Blood, sweaters and tears 134

The German conundrum 138

10 Media spins off 143

The 24-carat idea of Gilbert Gross 143

From barter to Zenith 146

Turning back the clock 147

11 Consolidation incorporated 149

Omnicom: the Big Bang 149

WPP: wired to the world 154

Interpublic: the horizontal ladder 159

Publicis: readjusting the compass 162

Havas: child of the information age 165

12 Japanese giants 171

A short history of Dentsu 171

Advertising haiku-style 174

Soccer and Shiseido 176

The challenger agency 178

13 The alternatives 183

Amsterbrand 184

Professional radicals 188

Far from the Madison crowd 190

Driving branded content 192

14 Dotcom boom and bust 197

15 Latin spirit 203

The boys from Brazil 1: Washington Olivetto 204

The boys from Brazil 2: Marcello Serpa 207

The reign of Spain 209

16 international outposts 213

Australia's favourite admen 217

17 Shooting stars 221

From pop to soda 223

18 Controversy in Cannes 227

The man behind Cannes 229

Counting the cost 231

19 New frontiers 233

Asian creativity 234

And so to China 236

20 The agency of the future 241

Content providers and inventors 245

Shape-shifting giants 248.

Notes:

Revised edition of the author's Adland published in 2007.

Includes bibliographical references and index.

ISBN:

0749464313

9780749464318

OCLC:

841198198

Publisher Number:

99954516386