History of Advertising

289 Pages·2008·3.35 MB·English

A The worldwide spend on advertising
“A great story: full of character, fun and life.” “Immensely readable.”
currently stands at over US$400 billion a
Sir Martin Sorrell, CEO, WPP
Kevin Roberts, CEO Worldwide, Saatchi & Saatchi year, and – love it or hate it – it has an
AD
immense impact on our lives. But where
“A terrific book: intelligently written and thoroughly researched.
“The story of the best advertising, told with the accuracy of the best did it all start? Who are the big players
journalism and with the style of the best literature.” D A must read for anyone interested in advertising.” now?
Sir Alan Parker
Washington Olivetto, President, W/Brasil
Adland is the first book to explore the
development of advertising from an
international perspective. Delving into
Let’s face it: advertising is one of those industries that make you itch to
L the origins of modern advertising, it
pull back the curtain and take a look behind the scenes.
moves forward to examine the evolution
of the current global advertising
Adland does just that. It takes a global view of the development of
landscape, with all its rivalry and
advertising, and using first-hand accounts from key figures it takes a A
consolidation.
hard look into the future of advertising as well.
Mark Tungate has conducted dozens of
The book includes brand new interviews with many of the key players
interviews with the leading names in the
who shaped the world of advertising from the 1950s onwards, including:
ad business: from hard-bitten survivors
N
of the golden age to today’s hotshot
(cid:129) Jean-Marie Dru, President and CEO, TBWA;
creative directors. Their first-hand
(cid:129) Phil Dusenberry, BBDO creative legend; accounts of life are at the heart of
(cid:129) John Hegarty, Chairman and Worldwide Creative Director, BBH; Adland. He tramps Madison Avenue in
the footsteps of creative legends Bill
(cid:129) Maurice Levy, President, Publicis Group; D
Bernbach and David Ogilvy, and gets
(cid:129) George Lois, Madison Avenue art director; inside giant Tokyo agency Dentsu. Along
the way he finds the answers to
(cid:129) Washington Olivetto, South America’s most famous adman;
L AND questions such as:
(cid:129) Sir Alan Parker, film director, who talks about his early career in
advertising in the 1970s; (cid:129) What was it like to work in Manhattan
in the 1950s or London in the 1980s?
(cid:129) Emanuele Pirella, Italian copywriting guru;
(cid:129) How has advertising contributed to
(cid:129) Keith Reinhard, Chairman Emeritus of DDB Worldwide; M popular culture?
(cid:129) Kevin Roberts, CEO Worldwide, Saatchi & Saatchi; A (cid:129) How did the dotcom boom and bust
change the face of the industry?
(cid:129) Sir Martin Sorrell, CEO, WPP; R
(cid:129) Can TV advertising survive the digital
K
(cid:129) Cilla Snowball, Chairman, AMV.BBDO. revolution?

T (cid:129) What will the agency of the future
U look like?
N
£18.99 Snappy and journalistic, Adland takes us
G
US $39.95 from London to New York, from Paris to
A A GLOBAL HISTORY OF ADVERTISING
Milan and on to the emerging markets
ISBN-10: 0 7494 4837 7 T
ISBN-13: 978 0 7494 4837 0 of Central Europe, South America and
E
Asia. Finally, as the explosion of digital
media and the end of traditional TV
Kogan Page Kogan Page US viewing habits threaten to change the
120 Pentonville Road 525 South 4th Street, #241 very nature of advertising, it puts the
London N1 9JN Philadelphia PA 19147 industry in perspective and provides an
MARK TUNGATE
United Kingdom USA insight into the future.
www.kogan-page.co.uk Advertising/Marketing
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L AND
A GLOBAL HISTORY OF ADVERTISING
MARK TUNGATE
London and Philadelphia
Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and author cannot
accept responsibility for any errors or omissions, however caused. No responsibility
for loss or damage occasioned to any person acting, or refraining from action, as a
result of the material in this publication can be accepted by the editor, the publisher
or the author.
First published in Great Britain and the United States in 2007 by Kogan Page
Limited
Apart from any fair dealing for the purposes of research or private study, or criticism
or review, as permitted under the Copyright, Designs and Patents Act 1988, this
publication may only be reproduced, stored or transmitted, in any form or by any
means, with the prior permission in writing of the publishers, or in the case of
reprographic reproduction in accordance with the terms and licences issued by the
CLA. Enquiries concerning reproduction outside these terms should be sent to the
publishers at the undermentioned addresses:

120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Mark Tungate, 2007
The right of Mark Tungate to be identified as the author of this work has been asserted
by him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN-10 0 7494 4837 7
ISBN-13 978 0 7494 4837 0
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Tungate, Mark, 1967–
Adland : a global history of advertising / Mark Tungate.
p. cm.
Includes bibliographical references.
ISBN-13: 978-0-7494-4837-0
ISBN-10: 0-7494-4837-7
1. Advertising–History. I. Title.
HF5823.T83 2007
659.109–dc22
2007016432
Typeset by JS Typesetting Ltd, Porthcawl, Mid Glamorgan
Printed and bound in Great Britain by Creative Print and Design (Wales), Ebbw Vale
Contents
Acknowledgements ix
Introduction 1

1 Pioneers of persuasion 9
The origins of advertising 10
An industry takes shape 11
Early advertising agencies 14
Arrow to the future 16
The Hopkins approach 18
Lasker’s second choice 20
2 From propaganda to soap 23
The legacy of J. Walter Thompson 24
An onomatopoeic agency 27
Rubicam versus the Depression 29
New sights, new sounds 32
The end of the beginning 35
3 Madison Avenue aristocracy 37
A British advertising agency in New York 39
The science of selling 45
4 Creative revolutionaries 49
Thinking small 54
Murderers’ row 56
The revolution will be televised 59
vi Contents
5 The Chicago way 65
An unhurried start 66
Quite a character 69
Cornflakes and cowboys 71
The international era 74
Life after Leo 76
6 The Brit pack 79
The British hot shop 80
Blockbusters in the basement 83
Lowe and beyond 85
The master planner 88
A smashing agency 90
The Saatchi saga begins 93
Mrs Thatcher’s ad agency 95
7 Eighties extravagance 99
The Saatchi saga continues 101
Jeans genius from BBH 103
The gentleman copywriter 108
The buccaneers of Venice Beach 112
‘1984’ and the Super Bowl factor 114
8 The French connection 119
The father of French advertising 121
The man who said ‘Non’ 123
Provocation and impact 125
The house that Jacques built 127
TBWA: absolutely European 131
The seeds of disruption 134
9 European icons 139
The graphic world of Armando Testa 140
Copywriting, Italian style 143
Blood, sweaters and tears 146
The German conundrum 149
Contents vii
10 Media spins off 155
The 24-carat idea of Gilbert Gross 156
From barter to Zenith 158
Turning back the clock 160
11 Consolidation incorporated 163
Omnicom: The Big Bang 163
WPP: wired to the world 168
Interpublic: the horizontal ladder 173
Publicis: readjusting the compass 176
Havas: child of the information age 179
12 Japanese giants 185
A short history of Dentsu 186
Advertising haiku-style 189
Soccer and Shiseido 191
The challenger agency 193
13 The alternatives 197
Amsterbrand 198
Professional radicals 203
Far from the Madison crowd 207
Driving branded content 209
14 Dotcom boom and bust 213
15 Latin spirit 219
The boys from Brazil 1: Washington Olivetto 220
The boys from Brazil 2: Marcello Serpa 223
The reign of Spain 225
16 International outposts 229
Australia’s favourite admen 233
17 Shooting stars 237
From pop to soda 239
viii Contents
18 Controversy in Cannes 243
The man behind Cannes 245
Counting the cost 247
19 New frontiers 249
Asian creativity 251
And so to China 252
20 The agency of the future 257
Shape-shifting giants 262
Conclusion 267
References 269
Index 273
Acknowledgements
Projects like this begin with hopeful e-mails and messages left on
answering machines in faraway offices. Now it’s time to thank everyone
who responded. First, thanks to all my interviewees, who devoted
time they didn’t have to a project that wouldn’t see the light of day
for months. I’d particularly like to mention Alfredo Marcantonio, who
shared his reminiscences about the 1970s London ad scene. Jeremy
Bullmore gave me a similarly fascinating briefing.
Thanks also to Kate Wake-Walker for her networking skills. James
Hamilton and Robin Hicks of Campaign provided e-mail addresses and
had the grace not to laugh incredulously when I first told them about the
idea. Eve Magnant of Publicis played a key role in organizing interviews
with senior figures. François Kermoal of Stratégies provided invaluable
advice on the French chapter. Christoph Berdi of Absatzwirtschaft cast
an eye over the German section. Lyndy Stout of Shots gave useful tips
for the chapter on production, as well as inviting me to the magazine’s
conference. Yukihiro Oguchi and Nam Sakamoto looked after me in
Tokyo. Francois Nel of the University of Lancashire provided access to
the university library, and thus to invaluable tools such as WARC and
LexisNexis. Heather Bowler was as supportive, practical and encou-
raging as ever. Andrew Rawlins and Patrick Taschler at Epica provided
advice; Pierre-Edmond upstairs urged me to talk to George Lois.
And of course none of it would have been possible without Géraldine
Dormoy, whose patience and affection were limitless throughout.
Here, I hope, are the other people to whom I owe a word of thanks:
Philippe Bernard; Sita Brooks; Emanuela Calderoni; Cheri Carpenter;
Amy Cheronis; Catherine Collora; Juliet Dowsey; Roy Elvove; Meike