Adland: A Global History of Advertising

Adland: A Global History of Advertising

Mark Tungate

Language: English

Pages: 272

ISBN: 0749464313

Format: PDF / Kindle (mobi) / ePub

Adland: A Global History of Advertising

Mark Tungate

Language: English

Pages: 272

ISBN: 0749464313

Format: PDF / Kindle (mobi) / ePub


Adland is a groundbreaking 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 advertisements, 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 advertising veterans, 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. This new edition is updated to include a new preface, a revised introduction and touches on the effects of the current recession, the impact of recent digital technology and thoughts on the future of advertising.

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.

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preferably in a way that enables the consumer to interact. ‘Brands can no longer force themselves on an unwilling public,’ says Collin. But are clients convinced? After all, to a certain extent Naked is merely continuing the slow dismemberment of the full-service advertising agency. If clients are already distressed that the media and the creative agencies are not talking to one another, is spinning off the strategy such a good idea? Naked responds that it is actually trying to reverse the

Animal Diets’ or what happens to you in a Turkish bath…’, sniffed the rival Time magazine (‘Getchell’s Picture‘, 27 December 1937). It was typical of Getchell that he promised to run the magazine in his spare time in order to continue serving his clients at the agency. Three years later he was gone – leaving behind a bold new style of ad for a harsher era. But if photography was an evolution, the industry was also dealing with a technological revolution. In a few short years it had mastered an

French chefs in London restaurants. Ogilvy maintained throughout his career that advertising was no more or less than a sophisticated form of selling, and closing a sale was something at which he turned out to be adept. His admiring boss asked him to write a sales manual for other Aga employees: it later became a standard text for aspiring sales people, eliciting admiration from Fortune magazine journalists some 30 years later. Ogilvy’s older brother, Francis, was an account executive at the

‘For all those years, my foremost ambition was that this man, this truly great man, would look upon me with the same amount of respect that I afforded him. Even now, I like to think that he would be proud of our achievements as a group.’ Under Lévy’s watch, Publicis has grown to a scale that the kid from Montmartre could never have imagined. But we’ll return to that story later (in Chapter 11, Consolidation incorporated). PROVOCATION AND IMPACT Apart from Marcel Bleustein-Blanchet – and indeed

clients, write copy and devise media-friendly events. With these attributes in his favour, he approached the advertising department at Citroen, a company that had brought him luck in the past. Before he knew it, he found himself working for the automaker’s agency, Delpire – run by the talented art director Robert Delpire. Unfortunately for Séguéla, at that point Citroen was pouring practically its entire publicity budget into luxurious brochures, while he still dreamed of ‘doing real

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