By Mark Tungate
Let's face it: advertisements is a type 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 advance of ads, and utilizing first-hand bills from key figures it takes a difficult inspect the way forward for advertisements as well.
The publication contains fresh interviews with a few of the key gamers who formed the area of ads from the Fifties onwards, together with: Jean-Marie Dru, President and CEO, TBWA; Phil Dusenberry, BBDO artistic legend; John Hegarty, Chairman and around the globe artistic Director, BBH; Maurice Levy, President, Publicis crew; George Lois, Madison road paintings director; Washington Olivetto, South America's most renowned adman; Sir Alan Parker, movie director, who talks approximately his early profession in ads within the Nineteen Seventies; Emanuele Pirella, Italian copywriting guru; Keith Reinhard, Chairman Emeritus of DDB around the globe; Kevin Roberts, CEO all over the world, 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)
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. The bitter public glanced disdainfully at ads for products they could no longer afford. With the glory days of the 1920s at an end, advertising would never regain its coquettish charm. And yet, a couple of famous agencies rose from this mire. One of them was Leo Burnett, which opened in 1935 with a bowl of apples on its reception desk (see Chapter 5, The Chicago way).
Finally, Hopkins agreed to work for Lasker at the remarkably high salary of one thousand dollars week, later rising to US $185,000 a year. This comfortable new position did nothing to slow the workaholic copywriter’s output. He experimented with direct response advertising, becoming a sorcerer of cut-outs and coupons, realizing that it was an invaluable way of assessing readership of an ad. While researching dental hygiene for a product called Pepsodent, he ‘discovered’ plaque, and wrote the ﬁrst advertisement offering a means of combating it.
Radio men were considered unconventional and modern, the dotcom pioneers of their day. An agency called Benton & Bowles, which had been teetering on the brink of bankruptcy, became known for its radio expertise when it launched a variety show called The Maxwell House Showboat, which spurred an 85 per cent rise in sales in a single year. But the leading name in radio was Frank Hummert, creator of ‘soap operas’ (so called, as if you didn’t know, because they were frequently sponsored by detergent brands).
Adland: A Global History of Advertising (1st Edition) by Mark Tungate