Examines both mature and developing markets to provide a global perspective Provides a history of past ad approaches and their evolution to modern ad innovations Includes great insights into how great campaigns came about which can be applied in day-to-day work
Mark Tungate is a British journalist based in Paris. He is the author of six books about branding and marketing including Fashion Brands and The Escape Industry, both published by Kogan Page. His articles have appeared in publications ranging from Campaign and Advertising Age to the Financial Times. He also has a weekly column in the French marketing journal Strategies. Alongside his writing, he heads the jury of the Epica Awards.
"Immensely readable."
*Sir Martin Sorrell, CEO, WPP*
"A terrific book: intelligently written and thoroughly researched.
A must read for anyone interested in advertising."
*Sir Alan Parker*
"A great story: full of character, fun and life."
*Kevin Roberts, CEO Worldwide, Saatchi & Saatchi*
"The story of the best advertising, told with the accuracy of the
best journalism and with the style of the best literature."
*Washington Olivetto, President, W/Brasil*
"Ambitious in scope, the book sustains the interest of readers
without getting bogged down in detail."
*Irish Times*
"Must-read for anyone interested in the advertising industry."
*Editors’ Choice Summer 2013, Journal of Multidisciplinary
Research*
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