Advertising Next
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Almost overnight the digital revolution has turned the rules of branding on their head. What matters now is not size, but attitude: flexible, agile, transparent in actions, global in mindset. The campaigns in this book enable small companies to think big ? and force big companies to act small.
This new guide to success in the contemporary communications age illustrates and defines a new set of rules for brand behaviour in the digital age ? showcased in 150 of the most innovative recent campaigns.
Packed with vital content and analysis:
? 17 fundamental groundrules for everyone in advertising, communications and business
? Defines a new set of rules for brand behaviour in the digital age, detailing 17 mantras for success
? Features many seminal campaigns and analyses their success, including Cadbury?s ?Drumming Gorilla? and Tate?s ?Your Collection?
This new guide to success in the contemporary communications age illustrates and defines a new set of rules for brand behaviour in the digital age ? showcased in 150 of the most innovative recent campaigns.
Packed with vital content and analysis:
? 17 fundamental groundrules for everyone in advertising, communications and business
? Defines a new set of rules for brand behaviour in the digital age, detailing 17 mantras for success
? Features many seminal campaigns and analyses their success, including Cadbury?s ?Drumming Gorilla? and Tate?s ?Your Collection?
Extent: 400 pp
Format: plc (no jacket)
Publication date: 2008-10-27
Size: 24.5 x 22.0 cm
ISBN: 9780500514160
Format: plc (no jacket)
Publication date: 2008-10-27
Size: 24.5 x 22.0 cm
ISBN: 9780500514160
Introduction • Be Playful • Be Contextual • Be Spectacular • Be Contagious Be Intriguing • Be a Storyteller • Be 24/7 • Be Transparent Be Experimental • Be Personal • Be Sociable • Be Collaborative • Be Co- Creative • Be Ownable • Be Useful • Be Supportive • Be Green • Index
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About the Author
Tom Himpe is a freelance creative media strategist. He is the author of Advertising is Dead. Long Live Advertising! also published by Thames & Hudson.