By Mark Tungate
Let's face it: ads is a kind of industries that make you itch to tug again the curtain and have a look backstage. Adland does simply that. It takes a world view of the improvement of advertisements, and utilizing first-hand money owed from key figures it takes a difficult inspect the way forward for advertisements as well.
The booklet contains fresh interviews with the various key avid gamers who formed the realm of advertisements from the Nineteen Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO inventive legend; John Hegarty, Chairman and around the globe inventive Director, BBH; Maurice Levy, President, Publicis team; George Lois, Madison street paintings director; Washington Olivetto, South America's most renowned adman; Sir Alan Parker, movie director, who talks approximately his early occupation in advertisements within the Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB around the globe; Kevin Roberts, CEO around the world, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.
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Additional resources for Adland: A Global History of Advertising (1st Edition)
As Stephen Fox notes in The Mirror Makers, after four years ‘the campaign was so familiar that Ogilvy could run an ad without copy, without even the name of the product – just a photograph of the man and his eye patch. Customers were buying an image, not a sales pitch’. Madison Avenue Aristocracy 43 Ogilvy repeated the process for Schweppes tonic water, this time recruiting the company’s luxuriantly bearded advertising manager, Commander Edward Whitehead, as the star of the campaign. This nautical-looking ﬁgure captured the imagination of the public exactly as the man in the Hathaway shirt had done, with a commensurate rise in sales.
George Gallup was a professor of advertising and journalism at Northwestern University. He had become something of a star in the advertising world after publishing his research into magazine readership habits and – crucially – the aspects of magazine advertising that had the greatest impact on readers. He discovered that while the largest percentage of ads focused on the economy and efﬁciency of products, those that pushed the right buttons with readers concerned quality, vanity and sex-appeal.
Showing a journalistic bent early on, he launched a weekly newspaper when he was only 12 years old, and worked for the local Galveston title while still in high school. His dream was to work on a big city paper, preferably in New York. In a series of reminiscences published by American Heritage magazine in December 1954 (and more recently unearthed by a business website), Pioneers of Persuasion 21 Lasker describes his unlikely entry into the advertising business. ‘My father had a dread of my becoming a newspaperman, because in those days (and this is no exaggeration) almost every newspaperman was a heavy drinker.