YORAM (JERRY) WIND is the Lauder Professor and Professor of Marketing at The Wharton School and the founding Director of the Wharton SEI Center for Advanced Studies in Management, the Wharton Fellows program and co-founder of the Wharton Future of Advertising Program. He led the development of the Wharton globalization strategy, the creation of the Wharton Executive MBA program, as well as the reinvention of its curriculum. He has received numerous marketing awards, including the Buck Weaver Award (2007), the Charles Coolidge Parlin Award (1985), AMA/ Irwin Distinguished Educator Award (1993), and the Paul D. Converse Award (1996).

CATHARINE FINDIESEN HAYS is the founding Executive Director of the Wharton Future of Advertising Program, a leading research center bridging practitioners and academia. She earned her graduate degrees at Wharton and Penn as a Lauder Fellow and led pioneering marketing, strategy and sales teams during a 15-year career at AT&T. She can be heard on air as a host of "Marketing Matters" on Business Radio Powered by the Wharton School on Sirius XM 111.

THE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK is the influential and growing global community of forward-thinking collaborators from across industry and academia committed to advancing the scope, value, and impact of "advertising".

WFOA.WHARTON.UPENN.EDU

Preface: Who Should Read This Book?

Part I Overview: The Motivation for Change and the Necessity for Challenging Current Mental Models

Chapter 1: The Five Forces Driving the Need for Change, and the Enablers to Do So

Chapter 2: It's All in Your Head: Challenging Entrenched Mindsets about "Advertising"

Part II Overview: A New Model of Advertising

Chapter 3: Orchestrating Value Creation across ALL Touchpoints

Chapter 4: Aligning Individuals, Organizations, and Society through Authentic and Compelling Brand Purpose and Initiatives for Win-Win-Win Impact

Chapter 5: Making the Substance of Each Touchpoint, and Touchpoint Journey, "RAVES"

Chapter 6: Designing Touchpoints to Leverage the Expanded Power of Context: "MADEs"

Part III: What to Do Now to Get Ready For - And Co-Create - The Future

Chapter 7 Embrace a Culture of Adaptive Experimentation

Chapter 8: Leverage All Aspects of the Organizational Architecture to Effect Change or Start Fresh

Chapter 9: Transcend Silos and Barriers with Aligned Objectives, Open Innovation, Network Activation and Network Orchestration

Chapter 10: A Global Movement From and Beyond Advertising toward a More Desirable Future

Appendix One

The Backstory: The Wharton FoA Program and the Advertising 2020 Project

Appendix Two: Planning and Conducting an Experiment

Appendix Three: Example Worksheet

Appendix 4: Advertising 2020 Collaborators

Bibliography