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Advertising can be great. Great advertising, that is. Brands live or die on the power of their advertising and the advertiser's role is to build better mousetraps. But why do we love certain brands and passionately or indifferently reject the rest? What do our brands say about us? And why do we feel so compelled to use digital brands to say even more? Advertising has always been the hard sell and subtle hustle that piques our interest and gets us thinking I WANT that, but in a world that now moves with binary speed, the Brand Game is taking ever-new and remarkable turns in its pursuit of better and faster mice. A provocative and insightful look at the chase, The Better Mousetrap lifts the lid on the brand and advertising strategies of leading companies who, in a world redefined by digital media, are setting the best traps for these ever quicker mice.
What is the Digital State? What is our Digital State of Mind? What does this Digital State mean for brands and for businesses? Big data, new distribution platforms, content collaboration, geo-targeting, crowdsourcing, viral marketing, mobile apps - the technological revolution has transformed the way society communicates and understands itself, and unleashed a whirlwind of new possibilities for marketers, as well as new risks. Mirroring the 'collaborative play space' Tim Berners-Lee first envisaged for the internet, Digital State brings together Simon Pont and 13 thought-leaders drawn from the worlds of advertising, marketing, media, publishing, law, finance and more, to explore what the digital age means for us as individuals, and the implications for the brands seeking to engage with us. Edited and part-written by Simon Pont, Digital State explores the possibilities and pitfalls of our digital age, an age where people can be brought together and new opportunities explored like never before. Contributors include: Faris Yakob, Strategist, creative director, writer, public speaker & geek; former Chief Innovation Officer (MDC Partners); Judd Labarthe, Former Executive Planning Director, Argonauten; Bettina Sherick, SVP, Digital Strategic Marketing, 20th Century Fox International; Austen Kay, Co-founder & Joint Managing Director, w00t! Media; Christian Johnsen, Global Strategy Director, Aegis North America, and cocreator of This Place; Hans Andersson, Senior Partner, Forsman & Bodenfors; Tamara Quinn, Head of Intellectual Property, Berwin Leighton Paisner; Nicholas Pont, SVP, PIMCO; Vicki Connerty, Head of Newcast, ZenithOptimedia Australia; Malcolm Hunter, Brand & Communications Consultant, former Chief Strategy Officer (Aegis); Greg Grimmer, Co-founder, Hurrell Moseley Dawson & Grimmer (HDMG); Stefan Terry, Founder of Leap of Being; former Managing Partner, Heavenly Group Ltd
Adland is a ground-breaking examination of modern advertising, from its origins and evolution to the current advertising landscape. Bestselling author and journalist Mark Tungate examines key developments in advertising, from copy adverts, radio and television, to the opportunities afforded by the explosion of digital media and then interviews leading names in advertising today, including Jean-Marie Dru, Sir Alan Parker, Sir John Hegarty and Sir Martin Sorrell, as well as 20th century industry luminaries such as Phil Dusenberry and George Lois. Exploring the roots of the advertising industry in New York and London, from Hopkins and Lasker to the Mad Men of the 50s, Tungate then covers today's big communication groups and 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.
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.
This searing indictment, David Healy’s most comprehensive and forceful argument against the pharmaceuticalization of medicine, tackles problems in health care that are leading to a growing number of deaths and disabilities. Healy, who was the first to draw attention to the now well-publicized suicide-inducing side effects of many anti-depressants, attributes our current state of affairs to three key factors: product rather than process patents on drugs, the classification of certain drugs as prescription-only, and industry-controlled drug trials. These developments have tied the survival of pharmaceutical companies to the development of blockbuster drugs, so that they must overhype benefits and deny real hazards. Healy further explains why these trends have basically ended the possibility of universal health care in the United States and elsewhere around the world. He concludes with suggestions for reform of our currently corrupted evidence-based medical system.
"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign. One can read Rothenberg's bok as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.
A guide to successful branding without typical marketing practices introduces the concept of consumer-driven, or word-of-mouth, branding, in a practical guide that addresses such challenges as media saturation, consumer evolution, and the erosion of image marketing. 50,000 first printing.
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