By Mark Tungate
Let's face it: ads is a kind of industries that make you itch to drag again the curtain and have a look backstage. Adland does simply that. It takes an international view of the improvement of advertisements, and utilizing first-hand bills from key figures it takes a difficult inspect the way forward for advertisements as well.
The ebook comprises fresh interviews with a number of the key gamers who formed the realm of advertisements from the Nineteen Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO artistic legend; John Hegarty, Chairman and all over the world inventive Director, BBH; Maurice Levy, President, Publicis workforce; George Lois, Madison road paintings director; Washington Olivetto, South America's most famed adman; Sir Alan Parker, movie director, who talks approximately his early profession in advertisements within the Nineteen Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB around the world; Kevin Roberts, CEO around the globe, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.
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Extra info for Adland: A Global History of Advertising (1st Edition)
32 Adland Once established at Y&R, Gallup built up a marketing research department that was the envy of other agencies. At one point, no fewer than 400 people around the country were involved in ﬁeld research work for Y&R, all sending back information about which ads were working and why. Later, Gallup and Rubicam devised a procedure for monitoring reactions to radio shows, recruiting listening panels from ‘churches and women’s clubs’. At the beginning, listeners’ likes and dislikes were recorded with the aid of a notepad, a pencil and a questionnaire – but later General Electric provided Y&R with a machine adapted to the agency’s needs.
Dichter’s work is said to have directly inspired a slogan for Ivory Soap, ‘Wash your troubles away’. Dirt, guilt, anxiety. . ) By the 1950s a number of agencies – McCann Erickson, Foote, Cone & Belding and Leo Burnett among them – were using motivational research techniques to hone their campaigns. McCann Erickson is thought to have been the ﬁrst to hire psychological research staff. The agency developed a reputation for datadriven efﬁciency rather than creative ﬂair under its post-war boss, Marion Harper Jr.
In Europe, however, events were taking shape that would cast the advertising industry in a new and sinister role. 2 From propaganda to soap ‘We sold the war to youth’ Britain at the turn of the century had never been as brazenly optimistic as the United States. While across the Atlantic the booming economy attracted wave upon wave of immigrants, helping to forge a new society, the British struggled to come to terms with the profound social changes provoked by the Boer War, the death of Queen Victoria, and the demands of women to be granted the right to vote.
Adland: A Global History of Advertising (1st Edition) by Mark Tungate