Mark Tungate

Kogan Page,  September 2007

The worldwide spend on advertising currently stands at over US$400 billion a year, and -- love it or hate it -- it has an immense impact on our lives. But where did it all start? Who are the big players now?

Adland is the first book to explore the development of advertising from an international perspective. Delving into the origins of modern advertising, it moves forward to examine the evolution of the current global advertising landscape, with all its rivalry and consolidation.

Mark Tungate has conducted dozens of interviews with the leading names in the ad business: from hard-bitten survivors of the golden age to today's hotshot creative directors. Their first-hand accounts of life are at the heart of Adland. He tramps Madison Avenue in the footsteps of creative legends Bill Bernbach and David Ogilvy, and gets inside giant Tokyo agency Dentsu. Along the way he finds the answers to questions such as:

• What was it like to work in Manhattan in the 1950s or London in the 1980s?
• How has advertising contributed to popular culture?
• How did the dotcom boom and bust change the face of the industry?
• Can TV advertising survive the digital revolution?
• What will the agency of the future look like?

Snappy and journalistic, Adland takes us from London to New York, from Paris to Milan and on to the emerging markets of Central Europe, South America and Asia. Finally, as the explosion of digital media and the end of traditional TV viewing habits threaten to change the very nature of advertising, it puts the industry in perspective and provides an insight into the future.

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.

The book includes brand new interviews with many of the key players who shaped the world of advertising from the 1950s onwards, including:

• Jean-Marie Dru, President and CEO, TBWA;
• Phil Dusenberry, BBDO creative legend;
• John Hegarty, Chairman and Worldwide Creative Director, BBH;
• Maurice Levy, President, Publicis Group;
• George Lois, Madison Avenue art director;
• Washington Olivetto, South America's most famous adman;
• Sir Alan Parker, film director, who talks about his early career in advertising in the 1970s;
•  Emanuele Pirella, Italian copywriting guru;
• Keith Reinhard, Chairman Emeritus of DDB Worldwide;
• Kevin Roberts, CEO Worldwide, Saatchi & Saatchi;
• Sir Martin Sorrell, CEO, WPP;
• Cilia Snowball, Chairman, AMV.BBDO.