By Mark Tungate
Let's face it: ads is a type of industries that make you itch to tug again the curtain and have a look backstage. Adland does simply that. It takes an international view of the improvement of ads, and utilizing first-hand bills from key figures it takes a troublesome look at the way forward for advertisements as well.
The booklet contains fresh interviews with the various key avid gamers who formed the area of ads from the Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO inventive legend; John Hegarty, Chairman and around the world inventive Director, BBH; Maurice Levy, President, Publicis staff; George Lois, Madison road artwork director; Washington Olivetto, South America's most renowned adman; Sir Alan Parker, movie director, who talks approximately his early occupation in ads within the Nineteen Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB all over the world; Kevin Roberts, CEO around the globe, Saatchi & Saatchi; Sir Martin Sorrell, CEO, WPP; Cilla Snowball, Chairman, AMV.BBDO.
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Additional info for Adland: A Global History of Advertising (1st Edition)
The facts are a little more complicated. Convinced that he would never ﬁnd employment at a US agency, Ogilvy decided to start one of his own. His capital amounted to US $6,000, but fortunately by that stage his brother Francis was managing director of Mather & Crowther, which agreed to lend him money and its name. H. Benson, to invest. At the same time, he convinced the American branch of Wedgwood China to take a risk on a new agency, if only for strategic space-buying purposes. At ﬁrst, Ogilvy’s backers assumed that the agency needed an American (and presumably more experienced) front man.
Still with me? The simple fact is that Bruce Barton became the most famous adman of his day. The son of a church minister, in 1924 he wrote a ‘modern’ biography of Jesus Christ, called The Man Nobody Knows, which was the bestselling book in America for two years in a row. In it he described Jesus as the ultimate adman, who had ‘picked 12 men from the bottom ranks of business and transformed them into a world-conquering organization’. Barton advised his clients to get in touch with the ‘souls’ of their companies before they began communicating to the public.
By 1932 the Dow Jones Index had lost 89 per cent of its value – and would not fully recover until 1954. As one might have expected, the advertising agencies adopted ﬁxed grins and preached optimism. Things would get better soon, they said. But, as Stephen Fox reports, Albert Lasker was forced to cut salaries at Lord & Thomas by 25 per cent, ‘and then later had to ﬁre over 50 employees. . BBDO tried to carry its people through the hard times and so consequently was overstaffed’. The hard sell got harder; more sex appeared in advertising.
Adland: A Global History of Advertising (1st Edition) by Mark Tungate