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. Distributed by Syndetic Solutions, Inc.

Starred Review. 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 advertising'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 the industry worldwide, and especially in the US, throughout the 20th century. He looks at key players, time periods and hotspots (Madison Avenue in the 1950s, Tokyo's Dentsu, the Omnicom mega-merger) with snappy storytelling, interviews with bigwigs and buckets full 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. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. From: Reed Elsevier Inc. Copyright Reed Business Information

Starred Review. Tungate (Fashion Brands) presents a survey of the modern era of advertising. Going back to the early 19th century and taking a global perspective, he provides an excellent introduction to the personalities, agencies, and trends that have shaped a hugely influential industry. Although there are other books that explore this subject or review certain regions or eras, many of them are published by the agencies or holding companies themselves and can be biased in their focus. David OgilvyâÇÖs Confessions of an Advertising Man is a classic, but it is clearly written to recruit staff and clients. Tungate is diligently evenhanded, revealing significant trends connecting one era to the next, with his unifying theme being that innovation, independent spirits, and economics have always conspired to destroy what works and replace it with something different often better, but not always. Potential clients seeking to hire an agency or high school students interested in majoring in communications, marketing, web development, or advertising should consider this an essential read. Recommended for general circulation libraries with even modest business sections. Stephen Turner, Turner & Assocs., Abingdon, PA Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. From: Reed Elsevier Inc. Copyright Reed Business Information

Acknowledgements	ix
Introduction	1
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
2 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
3 Madison Avenue aristocracy	37
A British advertising agency in New York	39
The science of selling	45
4 Creative revolutionaries	49
Thinking small	54
Murderers' row	56
The revolution will be televised	59
5 The Chicago way	65
An unhurried start	66
Quite a character	69
Cornflakes and cowboys	71
The international era	74
Life after Leo	76
6 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
7 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
8 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
9 European icons	139
The graphic world of Armando Testa	140
Copywriting, Italian style	143
Blood, sweaters and tears	146
The German conundrum	149
10 Media spins off	155
The 24-carat idea of Gilbert Gross	156
From barter to Zenith	158
Turning back the clock	160
11 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
12 Japanese giants	185
A short history of Dentsu	186
Advertising haiku-style	189
Soccer and Shiseido	191
The challenger agency	193
13 The alternatives	197
Amsterbrand	198
Professional radicals	203
Far from the Madison crowd	207
Driving branded content	209
14 Dotcom boom and bust	213
15 Latin spirit	219
The boys from Brazil 1: Washington Olivetto	220
The boys from Brazil 2: Marcello Serpa	223
The reign of Spain	225
16 International outposts	229
Australia's favourite admen	233
17 Shooting stars	237
From pop to soda	239
18 Controversy in Cannes	243
The man behind Cannes	245
Counting the cost	247
19 New frontiers	249
Asian creativity	251
And so to China	252
20 The agency of the future	257
Shape-shifting giants	262
Conclusion	267
References	269
Index	273

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