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.
the hypnotized boy from TVE’s array of entertainment. Finally, after regretfully touching a photo of his master on the mantel, the dog picked up a suitcase in his teeth and left home. (A later sequel showed Pippin sitting alone in a bar on Christmas Eve, his suitcase by his side.) Now part of the BBDO network, Contrapunto continues to produce strong work, under a third generation of creative talent. And it is not alone. Take SCPF in Barcelona, for example. In 1996, it was started by four
the scenes, while the more extrovert Maurice, with his trademark heavy-framed spectacles, fronted the company. They were the most famous admen in Britain, running an organization that was no longer a mere agency, but a global advertising empire. Their motto was ‘Nothing is impossible’; and it seemed to be the case. As well as Backer & Spielvogel, the group snapped up another US agency, Dancer Fitzgerald, and the giant Ted Bates Advertising – a deal that cost it US $450 million. It also bought
traditionally run the risk of ‘wastage’ – being seen by many people for whom they are not relevant – the Economist posters generate a feeling of warmth about the brand; and they attract advertisers to the publication. Shortly after winning the Economist business, in 1985, AMV followed the trend of the times and went public. Abbott, Mead and Vickers brought in an outsider, Michael Baulk – then managing director of Ogilvy & Mather in London – as agency chief executive and managing director, ‘to
marketing goals. Some analysts of the advertising scene are convinced that the agency side will soon consist of just a few giant multinational organizations and a multitude of small local and regional makers of advertising.’ And the merger presaged a further trend – that of global communications groups as providers of vast arsenals of marketing services, far beyond mere advertising. To this end, the fused operation included an entity called Diversified Agency Services (DAS) to take care of
experimented with direct response advertising, becoming a sorcerer of cut-outs and coupons, realizing that it was an invaluable way of assessing readership of an ad. While researching dental hygiene for a product called Pepsodent, he ‘discovered’ plaque, and wrote the first advertisement offering a means of combating it. Clearly convinced of the power of his imagery, he bought a stake in Pepsodent and made a fortune when it took off – thanks to his own copywriting skills. But although Hopkins