Adland: A Global History of Advertising

by Mark Tungate

Overview

Let's face it: advertising is one of those industries that make you itch to pull back the curtain and take a look behind the scenes. Adland does just that. It takes a global view of the development of advertising, and using first-hand accounts from key figures it takes a hard look into the future of advertising as well.

The book includes brand new interviews with many of the key players who shaped the world of advertising from the 1950s onwards, including: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO creative legend; John Hegarty, Chairman and Worldwide Creative Director, BBH; Maurice Levy, President, Publicis Group; George Lois, Madison Avenue art director; Washington Olivetto, South America's most famous adman; Sir Alan Parker, film director, who talks about his early career in advertising in the 1970s; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB Worldwide; Kevin Roberts, CEO Worldwide, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.

Product Details

ISBN-13:	9780749452179
Publisher:	Kogan Page, Ltd.
Publication date:	08/28/2007
Sold by:	Barnes & Noble
Format:	eBook
Pages:	278
File size:	3 MB

About the Author

Mark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including Fashion Brands and The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal Strategies. Alongside his writing, he heads the jury of the Epica Awards.

Table of Contents

Acknowledgements     ix
Introduction     1
Pioneers of persuasion     9
The origins of advertising     10
An industry takes shape     11
Early advertising agencies     14
Arrow to the future     16
The Hopkins approach     18
Lasker's second choice     20
From propaganda to soap     23
The legacy of J. Walter Thompson     24
An onomatopoeic agency     27
Rubicam versus the Depression     29
New sights, new sounds     32
The end of the beginning     35
Madison Avenue aristocracy     37
A British advertising agency in New York     39
The science of selling     45
Creative revolutionaries     49
Thinking small     54
Murderers' row     56
The revolution will be televised     59
The Chicago way     65
An unhurried start     66
Quite a character     69
Cornflakes and cowboys     71
The international era     74
Life after Leo     76
The Brit pack     79
The British hot shop     80
Blockbusters in the basement     83
Lowe and beyond     85
The master planner     88
A smashing agency     90
The Saatchi saga begins     93
Mrs Thatcher's ad agency     95
Eighties extravagance     99
The Saatchi saga continues     101
Jeans genius from BBH     103
The gentleman copywriter     108
The buccaneers of Venice Beach     112
'1984' and the Super Bowl factor     114
The French connection     119
The father of French advertising     121
The man who said 'Non'     123
Provocation and impact     125
The house that Jacques built     127
TBWA: absolutely European     131
The seeds of disruption     134
European icons     139
The graphic world of Armando Testa     140
Copywriting, Italian style     143
Blood, sweaters and tears     146
The German conundrum     149
Media spins off     155
The 24-carat idea of Gilbert Gross     156
From barter to Zenith     158
Turning back the clock     160
Consolidation incorporated     163
Omnicom: The Big Bang     163
WPP: wired to the world     168
Interpublic: the horizontal ladder     173
Publicis: readjusting the compass     176
Havas: child of the information age     179
Japanese giants     185
A short history of Dentsu     186
Advertising haiku-style     189
Soccer and Shiseido     191
The challenger agency     193
The alternatives     197
Amsterbrand     198
Professional radicals     203
Far from the Madison crowd     207
Driving branded content     209
Dotcom boom and bust     213
Latin spirit     219
The boys from Brazil 1: Washington Olivetto     220
The boys from Brazil 2: Marcello Serpa     223
The reign of Spain     225
International outposts     229
Australia's favourite admen     233
Shooting stars     237
From pop to soda     239
Controversy in Cannes     243
The man behind Cannes     245
Counting the cost     247
New frontiers     249
Asian creativity     251
And so to China     252
The agency of the future     257
Shape-shifting giants     262
Conclusion     267
References     269
Index     273

What People are Saying About This

From the Publisher

"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!

Editorial Reviews

In this heady, well-researched gem, British journalist Tungate (Fashion Brands) illustrates the history and globalization of the $400 billion a year advertising industry. Tungate begins by simultaneously addressing consumers' skepticism (or outright disdain) toward the "jargon, psychobabble and double talk of advertising" and advertisers' laudable financing of "a free, varied, democratic media," before hunting down the field's birth during the Industrial Revolution. He traces the industry from there through today's exploding media frontier of new global markets, viral advertising and seemingly infinite bandwidth. Along the way, he looks at trailblazers like Bill Bernbach and David Ogilvy, whose prosperous agencies and their offspring propelled advertising worldwide, and especially in the U.S., throughout the 20th century. He looks at key players, time periods and hot spots (Madison Avenue in the 1950s, Tokyo's Dentsu, the Omnicom megamerger) with snappy storytelling, interviews with bigwigs and bucketsful of trivia. Tungate argues effectively that the prevalence and effectiveness of a given country's advertising is commensurate with that country's entire economy; media enthusiasts and professionals will find this a handy, entertaining and insightful guide to the past and future of the ad world. (Sept.)

Copyright 2007 Reed Business Information

Publishers Weekly

"A terrific book: intelligently written and thoroughly researched. A must read for anyone interested in advertising."

Sir Alan Parker

"Must-read for anyone interested in the advertising industry."

Journal of Multidisciplinary Research Editors’ Choice Summer 2013

"Immensely readable."

Sir Martin Sorrell

"Ambitious in scope, the book sustains the interest of readers without getting bogged down in detail."

Irish Times

"A great story: full of character, fun and life."

Kevin Roberts

"The story of the best advertising, told with the accuracy of the best journalism and with the style of the best literature."

Washington Olivetto

"[A] mesmerizing look at the history of advertising from the first major British agencies to the influences of Eastern advertisers to today’s Internet pioneers. ...For those who watch Mad Men, this book will reveal a lot of the behind the scenes history of great advertisements. ...Tungate’s research is undoubtedly thorough... That being said, it’s detailed and interesting and will get you thinking about the components of advertising and how that world interacts with your own. A delightful read."

Lifelong Dewey - Gerard Nielsen

"Adland...indeed is, a global history of advertising... Beginning with developments in the mid-9th century, the book traces the growth of advertising in the US as well as Europe, with individual chapters devoted to British, French, and Japanese advertising. ...a readable, well-designed book that will appeal to individuals with a special interest in advertising history. Summing Up: Recommended."

CHOICE - S.A. Schulman

"[A] must-read for anyone interested in the advertising industry."

Journal of Multidisciplinary Research - Editors’ Choice Summer 2013

[I]f you work in marketing or advertising, I’d recommend Adland as a great primer for the background to the way the advertising industry is today. Plus there’s plenty of great insights into how great campaigns came about that we can all learn from in our day-to-day work.

SimonWakeman.com - Simon Wakeman

"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."

Advertising Age - Jonah Bloom

"[A] must-read for anyone interested in the advertising industry."

Journal of Multidisciplinary Research - Editors' Choice Summer 2013

"[A]n excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry." --Library Journal, Sept 2007, starred review 

 
"[H]eady, well-researched gem... a handy, entertaining and insightful guide to the past and future of the ad world." --Publishers Weekly, August 2007, starred 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

From the Publisher