Mark Tungate is a journalist specializing in marketing, media, and communication. He is the author of the books Fashion Brands, Branded Beauty and Branded Male. As a journalist, Mark has written for publications such as The Times, The Telegraph, and The Independent. He has a weekly column in the French media magazine Stratégies and writes about marketing, fashion and design for the website [...]. Alongside his writing, he teaches at Parsons Paris School of Art and Design.

Includes great insights into how great campaigns came about which can be applied in day-to-day work

Preface to the 2nd edition Introduction 01 Pioneers of persuasionAn industry takes shape
Early advertising agencies
Arrow to the future
The Hopkins approach
Lasker's second choice02 From propaganda to soapThe legacy of J Walter Thompson
An onomatopoeic agency
Rubicam versus the Depression
New sights, new sounds
The end of the beginning03 Madison Avenue aristocracyA British advertising agency in New York
The science of selling04 Creative revolutionariesThinking small
Murderers' row
The revolution will be televised05 The Chicago wayAn unhurried start
Quite a character
Cornflakes and cowboys
The international era
Life after Leo06 The Brit packThe British hot shop
Blockbusters in the basement
Lowe and beyond
The master planner
A smashing agency
The Saatchi saga begins
Mrs Thatcher's ad agency07 Eighties extravaganceThe Saatchi saga continues
Jeans genius from BBH
The gentleman copywriter
The buccaneers of Venice Beach
'1984' and the Super Bowl factor08 The French connectionThe father of French advertising
The man who said 'Non'
Provocation and impact
The house that Jacques built
TBWA: absolutely European
The seeds of disruption[...]opean iconsThe graphic world of Armando Testa
Copywriting, Italian style
Blood, sweaters and tears
The German conundrum10 Media spins offThe 24-carat idea of Gilbert Gross
From barter to Zenith
Turning back the clock11 Consolidation incorporatedOmnicom: The Big Bang
WPP: wired to the world
Interpublic: the horizontal ladder
Publicis: readjusting the compass
Havas: child of the information age12 Japanese giantsA short history of Dentsu
Advertising haiku-style
Soccer and Shiseido
The challenger agency13 The alternativesAmsterbrand
Professional radicals
Far from the Madison crowd
Driving branded content14 Dotcom boom and bust 15 Latin spiritThe boys from Brazil 1: Washington Olivetto
The boys from Brazil 2: Marcello Serpa
The reign of Spain16 International outpostsAustralia's favourite admen17 Shooting starsFrom pop to soda18 Controversy in CannesThe man behind Cannes
Counting the cost19 New frontiersAsian creativity
And so to China20 The agency of the futureContent providers and inventors
Shape-shifting giants
ConclusionReferences
Index