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The Resource Frenemies : the epic disruption of the ad business (and everything else), Ken Auletta

Frenemies : the epic disruption of the ad business (and everything else), Ken Auletta

Creator
Summary
"An intimate and profound reckoning with the epic changes assaulting the global advertising and marketing business--the lifeblood of media as we know it--from the author of five national bestsellers. Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, and should, without it much of media and business would shrivel. The disruption has been late in coming, but just as it struck the music, newspaper, magazine, and book businesses, today advertising and marketing are under assault. Good-bye, Don Draper. A Mad Men world has turned into a Math Men (and women--though too few) world, as engineers seek to transform an instinctual art into a science. The old lions and their kingdoms reel from fear, however bravely they might roar. [This book] is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many 'frenemies,' a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors, and accusations of kickbacks and corruption swirl. We meet the old guard, including Sir Martin Sorrell, the legendary head of WPP, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, critics say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of GroupM, the most powerful media agency, but like all media agencies, it is staring into the headlights as ad buying is more and more done by machines and algorithms. We see the world from the vantage of its new stars, like Carolyn Everson, Facebook's head of sales. We visit other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them, becoming advertising and marketing's most potent frenemies. We also peer into the future, looking at what is replacing traditional advertising. And throughout WC follow the industry's Dolly Levi, its peerless matchmaker, Michael Kassan, whose MediaLink company connects all these players together as he serves as the industry's foremost power broker. Frenemies is essential reading, not simply because of what it says about this world, but because of the potential consequences: to the survival of media that depends on the money generated by advertising and marketing; to free television that would not be free without ads; to companies that would perish without a way to tell consumers of their products or sales; and to consumers who would be blind to new products."
Language
eng
Work
Publication
Extent
358 pages
Contents
  • The "perfect storm"
  • "Change sucks"
  • Good-bye, Don Draper
  • The matchmaker
  • Anxious clients
  • "Same height as Napoleon"
  • Frenemies
  • The rise of media agencies
  • The privacy time bomb
  • The consumer as frenemy
  • Can old media be new?
  • More frenemies
  • Marketing yak-yaks and mounting fear
  • The client jury reaches its verdict
  • Cannes takes center stage
  • Mad men to math men
  • Dinosaurs or cockroaches?
  • Good-bye old advertising axioms
  • "No rearview mirror."
Isbn
9780735220867
Instance
Label
Frenemies : the epic disruption of the ad business (and everything else)
Title
Frenemies
Title remainder
the epic disruption of the ad business (and everything else)
Statement of responsibility
Ken Auletta
Creator
Subject
Language
eng
Summary
"An intimate and profound reckoning with the epic changes assaulting the global advertising and marketing business--the lifeblood of media as we know it--from the author of five national bestsellers. Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, and should, without it much of media and business would shrivel. The disruption has been late in coming, but just as it struck the music, newspaper, magazine, and book businesses, today advertising and marketing are under assault. Good-bye, Don Draper. A Mad Men world has turned into a Math Men (and women--though too few) world, as engineers seek to transform an instinctual art into a science. The old lions and their kingdoms reel from fear, however bravely they might roar. [This book] is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many 'frenemies,' a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors, and accusations of kickbacks and corruption swirl. We meet the old guard, including Sir Martin Sorrell, the legendary head of WPP, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, critics say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of GroupM, the most powerful media agency, but like all media agencies, it is staring into the headlights as ad buying is more and more done by machines and algorithms. We see the world from the vantage of its new stars, like Carolyn Everson, Facebook's head of sales. We visit other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them, becoming advertising and marketing's most potent frenemies. We also peer into the future, looking at what is replacing traditional advertising. And throughout WC follow the industry's Dolly Levi, its peerless matchmaker, Michael Kassan, whose MediaLink company connects all these players together as he serves as the industry's foremost power broker. Frenemies is essential reading, not simply because of what it says about this world, but because of the potential consequences: to the survival of media that depends on the money generated by advertising and marketing; to free television that would not be free without ads; to companies that would perish without a way to tell consumers of their products or sales; and to consumers who would be blind to new products."
Cataloging source
DLC
http://library.link/vocab/creatorName
Auletta, Ken
Dewey number
659.10973
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising agencies
  • Advertising
  • Marketing
Label
Frenemies : the epic disruption of the ad business (and everything else), Ken Auletta
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages 344-345) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
The "perfect storm" -- "Change sucks" -- Good-bye, Don Draper -- The matchmaker -- Anxious clients -- "Same height as Napoleon" -- Frenemies -- The rise of media agencies -- The privacy time bomb -- The consumer as frenemy -- Can old media be new? -- More frenemies -- Marketing yak-yaks and mounting fear -- The client jury reaches its verdict -- Cannes takes center stage -- Mad men to math men -- Dinosaurs or cockroaches? -- Good-bye old advertising axioms -- "No rearview mirror."
Control code
on1007552805
Dimensions
25 cm
Extent
358 pages
Isbn
9780735220867
Lccn
2018006195
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
(OCoLC)1007552805
Label
Frenemies : the epic disruption of the ad business (and everything else), Ken Auletta
Publication
Bibliography note
Includes bibliographical references (pages 344-345) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
The "perfect storm" -- "Change sucks" -- Good-bye, Don Draper -- The matchmaker -- Anxious clients -- "Same height as Napoleon" -- Frenemies -- The rise of media agencies -- The privacy time bomb -- The consumer as frenemy -- Can old media be new? -- More frenemies -- Marketing yak-yaks and mounting fear -- The client jury reaches its verdict -- Cannes takes center stage -- Mad men to math men -- Dinosaurs or cockroaches? -- Good-bye old advertising axioms -- "No rearview mirror."
Control code
on1007552805
Dimensions
25 cm
Extent
358 pages
Isbn
9780735220867
Lccn
2018006195
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
System control number
(OCoLC)1007552805

Subject

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