Adland: A Global History of Advertising »

Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Adland, Fashion Brands, and Branded Male. He writes a weekly column for the French media magazine Strategies, and he is co-author of The Epica Book, an annual review of the best European advertising.

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.

Publishers Weekly

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

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