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World Advertising History

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World Advertising History

  1. 1. RUNNING THROUGH THE HISTORY OF ADVERTISING
  2. 2. Primitive stage
  3. 3. Printing press & movable type 1447 by Johannes Gutenberg
  4. 4. Théophraste Renaudot (1586-1653) French doctor & journalist. Created in 1631 the first French newspaper called La Gazette. Invented the personal ad. http://en.wikipedia.org/wiki/Th%C3%A9ophraste_Renaudot
  5. 5. 1st Industrial Revolution (Hands to machines) 1760 – 1820/1840
  6. 6. 2nd Industrial Revolution (Steam power) 1840 - 1870
  7. 7. The first agency in British: Tayler & Newton By William Tayler in 1786 in London’s Warwick Square Sales representative for printers
  8. 8. The first agency in USA: By Volney B. Palmer in 1842 in Philadelphia
  9. 9. A&F Pears. Work by Thomas J. Barratt (1841–1914) http://en.wikipedia.org/wiki/Thomas_J._Barratt
  10. 10. The first media directory (more than 5000 newspaper in US) By George P. Rowell in 1869 in Boston
  11. 11. The first fixed commission: 12.5 % Established by Francis Wayland Ayer, founder of N.W. Ayer & Son
  12. 12. John Emory Powers (1837 – 1919) The 1st Copywriter, earning US$100/day in 1890s http://en.wikipedia.org/wiki/John_Emory_Powers
  13. 13. Earnest Elmo Calkins (1868 – 1964) Pioneer the use of art, the soft sell. http://en.wikipedia.org/wiki/Earnest_Elmo_Calkins
  14. 14. Calkins & Holden commissioned illustrator Joseph Christian Leyendecker
  15. 15. Theodore MacManus (1872 – 1940) American advertising man, founder of MacManus agency in 1911, pioneer of soft selling copywriting, for Cadillac
  16. 16. Claude C. Hopkins (1866-1932) “Dramatized salesmanship”, believing in research “Scientific Advertising”, “My Life in Advertising” Schlitz steam-cleaned case: “pre-emptive claim” Worked for Lasker for US$1000/wk, later US$185k/yr in 1907 http://en.wikipedia.org/wiki/Claude_C._Hopkins
  17. 17. http://scientificadvertising.blogspot.hk/
  18. 18. Albert Lasker (1880-1952), father of modern advertising 1912 bought out Lord & Thomas (founded in 1881 in Chicago). Created 10 CW dept and closely monitored campaign efficiency http://en.wikipedia.org/wiki/Albert_Lasker
  19. 19. Rational stage
  20. 20. J. Walter Thompson (1847-1928) Brought his boss agency with US$1300 Create AE role, expand to England
  21. 21. Stanley Resor (1879-1964, AS), led the J. Walter Thompson (JWT) advertising firm in the mid-20th century. He was 1st degree holder in ad industry. “Sophistication.” http://photos1.blogger.com/blogger/3172/3394/ 1600/Helen3.3.jpg http://global.britannica.com/EBchecked/topic/49 9483/Stanley-Resor Helen Lansdowne Resor (1886-1964, CW), the first woman in writing & planning national advertising (1920s), the first woman to present an advertising campaign to Procter & Gamble’s board of directors. http://cskills.blogspot.hk/2006/09/helen- lansdowne-resor1886-1964part-1.html http://en.wikipedia.org/wiki/Helen_Lansdowne_ Resor
  22. 22. Bruce Fairchild Barton (1886 – 1967), author of “The Man Nobody Knows” Join new start-up with Alex Osborn & Roy Durstine in 1918 to form BDO. The three men were involved in WWI sloganeering. Merged with George Batten Company in 1928 to form BBDO. http://en.wikipedia.org/wiki/Bruce_Fairchild_Barton
  23. 23. 1927 Radio ads started
  24. 24. 24 Oct 1929 Market crashed Great Depression started
  25. 25. 1931 photos were adpoted
  26. 26. Raymond Rubicam (1892 – 1978, CW), an American advertising pioneer who co-established the Young & Rubicam (Y&R) advertising agency with John Orr Young. Y&R was 1st agency to employ university professor (George Gallup) for research. “Research-based creativity”. http://adage.com/article/agency-news/client-s-tough/231933/
  27. 27. Marion Harper Jr. (1916-1989, RS). Manager of McCann Erickson, which was a merger McCann (spun-off as dept fr Standard Oil) and Erikson in 1902. “Total Marketing”. “Motivational Research”. http://adage.com/article/agency-news/client-s-tough/231933/
  28. 28. COCA-COLA "I'D LIKE TO TEACH THE WORLD TO SING" 1972 Launch http://www.youtube.com/watch?v=2msbfN81Gm0 Christmas Hilltop Commercial http://www.youtube.com/watch?v=_zCsFvVg0UY 1978 Christmas http://www.youtube.com/watch?v=tMUaN1Qntzk
  29. 29. Rosser Reeves (1910-1984, CW), follower of Claude Hopkins' theory "Scientific Advertising”. “USP”. http://www.wisconsinhistory.org/whi/fullimage.asp?id=83073
  30. 30. Emerson Foote (1906-1992), Fairfax Cone (1903-1977) and Don Belding (1897-1969), co-founder of Foote, Cone & Belding. They bought Lord & Thomas from Albert Lasker after he retired in 1942. http://www.shorpy.com/files/chromocritic_CBF.jpg
  31. 31. Clairol "Does she or doesn't she? Only her hairdresser knows for sure” http://www.tias.com/3943/PictPage /1923047666.html http://www.tias.com/3943/PictP age/3923325233.html
  32. 32. PEPSODENT "YOU'LL WONDER WHERE THE YELLOW WENT WHEN YOU BRUSH YOUR TEETH WITH PEPSODENT” An early TV advertising slogan for Pepsodent toothpaste, in use in the USA and UK from the late 1940s to 1960s. http://www.youtube.com/watch?v=7_G0pUkf_ws http://www.phrases.org.uk/meanings/422100.html
  33. 33. TWA "UP, UP AND AWAY WITH TWA” A light piece of sunshine pop most famously sung by the Fifth Dimension http://www.youtube.com/watch?v=HC9yD8YqXYI http://brandedskies.com/2012/01/jingles-twa-up-up-and-away-1967/
  34. 34. Commercial TV started in 1941 BBDO’s head Ben Duffy was keen on it. Total US spending on TV rose from US$12M in 1949 to US$158M in 3 years.
  35. 35. Creative revolution
  36. 36. David Ogilvy (1911-1999, CW), widely hailed as "The Father of Advertising.“, In 1962, Time called him "the most sought-after wizard in today's advertising industry." Combining Claude Hopkins, JWT and Y&R. http://en.wikipedia.org/wiki/David_Ogilvy_(businessman)
  37. 37. Hathaway shirts in 1951 http://georgehahn.com/2012/01/28/the-man-in-the- hathaway-shirt/
  38. 38. Rolls Royce in 1957 http://www.pubenstock.com/2012/le-souci-du-detail/
  39. 39. Commander Whitehead of Schweppes http://www.tvacres.com/admascots_commander_whitehead.htm
  40. 40. Leo Burnett (1892-1971, CW), an advertising executive and was among the most 'creative' men in the advertising business. He was heavily involved in the Creative Revolution in the 1960s. Set up in 1935, soared after 1949 after P&G and Kellogg called. Disdain expansionist strategy. http://en.wikipedia.org/wiki/Leo_Burnett
  41. 41. Leo Burnett’s iconic work that kick started a career spanning decades and dozens of multi-national agencies: The Marlboro Man, The Jolly Green Giant and Tony the Tiger. http://www.thegraphicdesignschool.com/blog/advertising/a -day-in-the-life-at-the-leo-burnett-agency/
  42. 42. KELLOGG’S “TONY THE TIGER” http://www.youtube.com/watch?v=CaE24d1A7p0 http://www.youtube.com/watch?v=H7gJn_MiSY4 http://www.youtube.com/watch?v=RBiIgC8QtQ4 http://www.youtube.com/watch?v=9sfdlsExCU8
  43. 43. http://aignerprenskymarketing.com/daytime- drinking-and-leisurely-lunch-outings-a-new- approach-to-getting-creative/ http://wonderfill.tumblr.com/#15505924248
  44. 44. William Bernbach (1911-1982, CW), one of the three founders in 1949 of the international advertising agency Doyle Dane Bernbach (DDB). 1st to put AD & CW in a team. http://www.rhinowrites.com/wprw/?cat=8 http://www.lahistoriadelapublicidad.com/protagonistas_ficha.php?Codnot=12
  45. 45. Other Figures (DDB) James Edwin "Ned" Doyle (1902–1989), co-founder of DDB http://www.madisonboom .com/2011/08/09/ddb- founders-ned-doyle-mac- dane-bill-bernbach/ Robert “Bob” Gage (1921- 2000), an influential art director http://www.lahistoriadela publicidad.com/protagonis ta-36/bob-gage Helmut Krone (1925– 1996), a pioneer of modern advertising http://en.wikipedia.org/wi ki/Helmut_Krone Julian Koenig (1921- ), widely considered one of the greatest copywriters in the history of advertising. He was inducted into The One Club Creative Hall of Fame in 1966. http://en.wikipedia.org/wiki/Juli an_Koenig George Lois (1931- ) http://www.wisconsinhist ory.org/whi/fullimage.asp ?id=83073
  46. 46. Ohrbach's - "bring in your wife" http://search.smartaddressbar.com/images.php?s=Ohrbach%27s%20advertising
  47. 47. Levy's Bakery “you don't have to be a Jewish“(1961) http://www.dailykos. com/story/2010/03/ 20/848254/--You- Don-t-Have-to-be- Jewish
  48. 48. Polaroid http://historyofads.the-voice.com/the-creative- revolution/attachment/polaroid
  49. 49. Chivas Regal http://advertisinghall.org/members/member_bio.php?memid=540
  50. 50. Avis "No. 2" http://myweb.usf.edu/~jhaas/work http://www.lahistoriadelapublicidad.com/protagonistas_ficha.php?Codnot= 12
  51. 51. Volkswagen "Think small" http://advertisinghall.org/members/member_bio.php?memid=540
  52. 52. http://www.writingfordesigners.com/?p=1731
  53. 53. George Lois (1931- , AD), an American art director, designer, and author. Lois is perhaps best known for over 92 covers he designed for Esquire magazine from 1962 to 1972. Threatened to jump out of the window for Goodman’s Matzo. Claimed PKL (set up in 1960) as the second most creative agency but it was 1st to go public in 1962. http://www.wisconsinhistory.org/whi/fullimage.asp?id=83073
  54. 54. XEROX "CHIMPANZEE MAKING COPIES" http://creativity-online.com/work/xerox-chimp/31177
  55. 55. Carl Ally (1924-1999, AS), an American advertising executive who founded Ally & Gargano, which broke out from PKL in 1962. http://blog.mcmurry.com/bid/129022/Carl-Ally-A-Study-in-Making-a- Difference-Overnight
  56. 56. Hertz "We're going to tell you why" http://f.hatena.ne.jp/chuukyuu/20081227090806
  57. 57. Volvo “Drive it like you hate it” http://www.thecarconnection.com/news/1073981_volvos- famous-drive-it-like-you-hate-it-ad-reimagined-video
  58. 58. Ed McCabe (1910-1984, CW), founded Scali McCabe Sloves in 1967. http://www.adcglobal.org/archive/hof/1974/?id=288
  59. 59. Perdue “It takes a tough man to make tender chicken“ (Video) http://www.youtube.com/watch?v=9Z789aLNfXo
  60. 60. Mary Wells Lawrence (1928- , CW), founding president of Wells Rich Greene (set up in 1967). She was the first female CEO of a company listed on the New York Stock Exchange, and the first woman executive of an advertising firm. Trained to be an actress. “TV as a form of theatre”. “Hire youngster with a gift for cinematic use of TV”. http://en.wikipedia.org/wiki/Mary_Wells_Lawrence
  61. 61. Other figures (Wells Rich Greene) Stewart Greene and Dick Rich (front), co-founders of Wells Rich Greene in 1966 http://f.hatena.ne.jp/chuukyuu/20081220035715
  62. 62. ALKA-SELTZER AS LIFE STYLE PRODUCT Plop plop, fizz fizz - Alka-Seltzer(1960s) http://www.youtube.com/watch?v=bxjb2UJZ-5I I can't believe I ate the whole thing(1972) http://www.youtube.com/watch?v=VFKifpMtlNs
  63. 63. BRANIFF AIRLINES Braniff Airways "End of The Plain Plane“ http://www.randomhouse.com/knopf/authors/lawrence/desktopnew.html#braniff
  64. 64. I LOVE NY http://www.randomhouse.com/knopf/authors/lawrence/desktopnew.ht ml#newyork
  65. 65. Continuing in UK
  66. 66. Colin Millward (1925- 2004), the former Collett Dickenson Pearce creative director and a key figure in the revolution that transformed UK advertising in the 60s http://en.wikipedia.org/wiki/Collett_Dickenson_Pearce John Pearce (1913- 1981, AS), a co-founder of Collett Dickenson Pearce (CDP set up in 1960). Sir Alan William Parker (1944- ), spent his early part of career as a copywriter and director of television commercials. Then he turns out into a renovated film director. CDP was 1st British agency to team up CW & AD. AS was only salesman. No research. Targeted at Magazine
  67. 67. Other figures (Collett Dickenson Pearce) Charles Saatchi (1943- ), co- founder of the advertising agency Saatchi & Saatchi. http://en.wikipedia.org/wiki/Charles_Sa atchi Tony Brignull ,former head of copywriting at Collett Dickenson Pearce. http://www.theguardian.com/profile/to ny-brignull Sir Ridley Scott (1937- ), an famous English film director and producer.. http://en.wikipedia.org/wiki/Ridley_Sco tt Sir Frank Lowe (1940- ), a pioneer of the advertising agency and founder of Tesco's ad agency The Red Brick Road. http://en.wikipedia.org/wiki/Frank_Lowe_(advertiser) Lord David Puttnam (1941- ), a British film producer and educator. http://en.wikipedia.org/wiki/David_Putt nam
  68. 68. Benson & Hedges http://www.alastairmcintosh.com/images/bensons.htm
  69. 69. HAMLET CIGARS http://www.youtube.com/watch?v=NIckHmwZAeI "Happiness is a cigar called Hamlet" is one of the best remembered British advertising campaigns for a tobacco product.
  70. 70. HEINEKEN. REFRESHES THE PARTS OTHER BEERS CANNOT REACH. 1974 http://www.youtube.com/watch?v=9MLwJeFzaw0 1976 http://www.youtube.com/watch?v=8g--qAt5Ibc
  71. 71. FIAT "HAND BUILT BY ROBOTS" http://www.youtube.com/watch?v=-fXV6KzhBbM
  72. 72. CINZANO http://www.youtube.com/watch?v=PirMZGL-0mQ
  73. 73. John Webster (1935-2006), former creative director of a British advertising agency -- Boase Massimi Pollitt (BMP). Good at TV characters. http://en.wikipedia.org/wiki/Boase_Massimi_Pollitt Stanley Pollitt (19??-1979), co- founder of a British advertising agency -- Boase Massimi Pollitt (BMP) in 1968. “Father of Account Planning”, combining marketing, media & research, put aside with AS.
  74. 74. CRESTA "IT'S FROTHY MAN" http://www.youtube.com/watch?v=WdnUo1q2E90 http://www.youtube.com/watch?v=I2eEWlyVoxQ The bear's widely quoted catch phrase "It's frothy man!" summed up the difference between Cresta and more traditionally fizzy soft drinks. http://www.brandrepublic.com/news/1155642/
  75. 75. SUGAR PUFFS "DON'T FORGET THE HONEY MUMMY" http://www.youtube.com/watch?v=sW_5-DhV1gE
  76. 76. HUMPHREYS "WATCH OUT THERE'S A HUMPHREY ABOUT" http://www.youtube.com/watch?v=EOeL18BFc0o 1974 http://www.youtube.com/watch?v=1c6whv90A2Y
  77. 77. THE SMASH MARTIANS http://www.youtube.com/watch?v=3SAbJjktk7E http://www.youtube.com/watch?v=H7LxFgjnBdU
  78. 78. Lee Clow (1943- , AD), the Chairman and Global Director of TBWAWorldwide. Advertising Age referred to him as "advertising's art director guru". http://www.jayday.org/jay_stories/ http://en.wikipedia.org/wiki/Lee_Clow Jay Chiat (1931-2002), an American advertising designer. Set up Chiat/Day in California in 1968. “A quest for ads that jolt”. “We are pirate, not navy”.
  79. 79. Other Figure (Chiat/Day) Guy Day (1930-2010), was an American advertising executive who cofounded Chiat/Day with Jay Chiat in 1968. http://en.wikipedia.org/wiki/Guy_Day
  80. 80. ENERGIZER BUNNY http://www.youtube.com/watch?v=fILdYrxnrf8 http://www.youtube.com/watch?v=QRgCZk2oGs4 http://www.youtube.com/watch?v=7FFFIHc94Ks
  81. 81. HIJACKING THE 1984 LOS ANGELES OLYMPICS FOR NIKE WITH OVERSIZED POSTERS (Converse the official sponsor for US$4M)
  82. 82. APPLE COMPUTER "BLADE RUNNER" IN 1984 http://www.youtube.com/watch?v=R706isyDrqI
  83. 83. Charles Saatchi (1943- ) and Lord Maurice Saatchi (1946- ), co-founder of the advertising agency Saatchi & Saatchi in 1970. Ambitious expansion plan. Acquiring agencies to be world no.3. Buying 4th bank in British but failed. http://en.wikipedia.org/wiki/Charles_Saatchi http://en.wikipedia.org/wiki/Maurice_Saatchi,_Baron_Saatchi
  84. 84. Other Figures (Saatchi & Saatchi) Bill Muirhead (1943- ), founding directors of M&C Saatchi -- an international advertising agency network. http://www2.mcsaatchi.com/pro file.php?id=59&region=Directors &offices_id=&region_id= Jeremy Sinclair, was a founding director of M&C Saatchi and in 1970 was one of the founders of Saatchi & Saatchi. http://en.wikipedia.org/wiki/Jere my_Sinclair Lord Timothy Bell (1941- ), a British advertising and public relations executive, best known for his advisory role in Margaret Thatcher's three successful general election campaigns. http://www2.mcsaatchi.com/pro file.php?id=59&region=Directors &offices_id=&region_id= Sir Martin Sorrell (1945- ), an English businessman and the chief executive officer of WPP Group. http://en.wikipedia.org/wiki/ Martin_Sorrell Sir John Hegarty (1910-1984), co- founder of British a based global advertising agency -- Bartle Bogle Hegarty http://en.wikipedia.org/wiki/Bar tle_Bogle_Hegarty
  85. 85. Antismoking "The tar and discharge that collects in the lungs of an average smoker" http://collectionsonline.nmsi.ac.uk/detail.php?type=related &kv=148270&t=objects
  86. 86. HEC "Would you be more careful if it was you that got pregnant?" http://collections.vam.ac.uk/item/O102634/would-you-be- more-careful-poster-brooking-alan/#
  87. 87. Margaret Thatcher's election campaign "Labour isn't working" in 1979 http://en.wikipedia.org/wiki/Labour_Isn't_Working
  88. 88. BRITISH AIRWAYS "THE WORLD'S FAVOURITE AIRLINE" IN 1982 1988 http://www.youtube.com/watch?v=Yxbgm9Bmkzw
  89. 89. Sir John Hegarty (1910-1984), co-founder of British a based global advertising agency -- Bartle Bogle Hegarty http://en.wikipedia.org/wiki/Bartle_Bogle_Hegarty
  90. 90. Other Figures (Bartle Bogle Hegarty) John Bartle (AP) and Nigel Bogle (AS), co-founders of BBH http://en.wikipedia.org/wiki/Bartle_Bogle_Hegarty
  91. 91. LEVI'S "LAUNDERETTE" http://www.youtube.com/watch?v=wT4DR_ae_4o 2nd wave of work for the brand
  92. 92. AUDI "VORSPRUNG DURCH TECHNIK" One of the most recognized German catchphrases in British popular culture, 'vorsprung durch Technik' (progress through technology).
  93. 93. JOHNNIE WALKER "KEEP WALKING" http://www.youtube.com/watch?v=QJUk6S422yM http://www.youtube.com/watch?v=MnSIp76CvUI http://www.youtube.com/watch?v=7gTvodB4o68
  94. 94. AXE/LYNX "THE AXE EFFECT" http://www.youtube.com/watch?v=3C7-v_R-r94 http://www.youtube.com/watch?v=I9tWZB7OUSU
  95. 95. David Abbott (1938- , CW), a British advertising executive who founded Abbott Mead Vickers BBDO. http://en.wikipedia.org/wiki/David_Abbott_(advertising)
  96. 96. Sainsbury's http://mikedempsey.typepad.com/graphic_journey_blog/2008/11/man-of- letters.html Sainsbury's 'celebrity recipes‘ http://www.campaignlive.co.uk/thework/943547/ http://www.coloribus.com/focus/david-abbotts-best-works/2329505/
  97. 97. BRITISH TELECOM "IT'S GOOD TO TALK" http://www.youtube.com/watch?v=Jtyn1jJajjI Bob Hoskins persuading Britons on behalf of BT that “it's good to talk”. http://www.campaignlive.co.uk/news/938629/
  98. 98. The Economist http://www.inqmind.co/2012/10/the-economist-white-out-of-red-ad- campaign/ http://collections.vam.ac.uk/item/O75423/i-never-read-the- economist-poster-brown-ron/
  99. 99. YELLOW PAGES "J.R. HARTLEY" http://www.youtube.com/watch?v=nv1VQ7uSC-s&gl=GB&hl=en-GB J. R. Hartley is the name of a fictional character in a popular advertisement promoting the Yellow Pages which was first shown in 1983. http://en.wikipedia.org/wiki/J._R._Hartley The advertisement shows an elderly man (actor Norman Lumsden) asking in several second- hand bookshops for "Fly Fishing by J. R. Hartley".
  100. 100. Bill Muirhead (1943- ) and David Kershaw (1946- ), founding directors of M&C Saatchi -- an international advertising agency network. http://www2.mcsaatchi.com/profile.php?id=59&region=Directors&offices_id=&region_id=
  101. 101. French development
  102. 102. Maurice Levy (1942- ), a leading French businessman currently the chief executive officer of Publicis. http://en.wikipedia.org/wiki/Marcel_Bleustein-Blanchet http://en.wikipedia.org/wiki/Maurice_L%C3%A9vy_(Publicis) Marcel Bleustein (1906-1996), a ground-breaking French advertising magnate best known as the founder of Publicis Groupe, currently the third largest communications group worldwide.
  103. 103. Jacques Séguéla (1934- ), co-founder of the advertising agency Euro RSCG in 1970 http://fr.wikipedia.org/wiki/Jacques_S%C3%A9gu%C3%A9la "English Ads: come from the head and touch the heart: intellectual; French Ads: come from the heart and touch the head: romantic, emotional and sensual; US Ads: come from the head and touch the wallet”
  104. 104. Citroen http://www.adopteuncrea.com/projetadopte/jacques- seguela-%C2%AB-papa-de-la-publicite-%C2%BB/
  105. 105. 1981 and 1988 election campaign for Mitterrand http://www.vivelapub.fr/affiches-electorales-la-guerre-de-limage-1965-2012/ 1981 advertising, quoting “quiet strength”, The result is the least successful! In 1988 advertising use “Generation Mitterrand” to attract the Generation Y
  106. 106. Philippe Michel ( -1993), founder of CLM / BBDO. http://www.nicolasbordas.fr/archives_posts/et-si- philippe-michel-etait-toujours-vivant
  107. 107. Kookai "feminine yet independent, bitchy yet seductive" http://www.nicolasbordas.fr/archives_posts/et-si-philippe- michel-etait-toujours-vivant
  108. 108. Poster series for billboard contractor Avenir in 1981 Myriam "I'll take off the top" http://paulinejoseph.wordpress.com/2009/11/20/ Late August 1981, a pretty young woman smiling in a bikini on a beach, smiling appears on the walls of Paris and several provincial cities. The poster reads: "On September 2, I removed the top." Nothing else, no brand or logo, which could explain the strangeness of this billboard. Passersby are fairly intrigued. On September 2, the same poster is everywhere, except in the model is now topless. The text has also changed: "On September 4, I remove the bottom." Emoi general, the media seized on the case, everyone has their own prognosis that represent the next poster ... The morning of September 4 is expected in a stifling suspense. And September 4, ... The young woman displays effectively removes low! Photography is always taken in the same setting, but this time, the model is back. Beside the young woman, the advertising slogan finally appears: "Future, the display that keeps its promises."
  109. 109. Bill Tragos, Claude Bonnange , Uli Wiesendanger and Paulo Ajroldi, All ex-Y&R and the retired founders of the world wide advertising agency, TBWA. http://en.wikipedia.org/wiki/TBWA_Worldwide
  110. 110. Absolut vodka "Absolut perfection" with a halo http://www.absolutad.com/absolut_gallery/singles/ Research: 1. An arrogant name 2. Urine bottle 3. Invisible logo
  111. 111. APPLE COMPUTER "THINK DIFFERENT" http://www.youtube.com/watch?v=PWXgqZhMMj4 "Think different" was an advertising slogan for Apple Inc (formerly Apple Computer Inc) in 1997 created by the Los Angeles office of advertising agency TBWAChiatDay. It was used in a television commercial, several print advertisements and a number of TV promos for Apple products. http://en.wikipedia.org/wiki/Think_Different
  112. 112. Media Spins Off
  113. 113. After 1993 when "The Sapin Law" was introduced, it became the media consultant rather than trader. It is now part of the British Communications group Aegis.
  114. 114. Gilbert Gross (1931- ), founders of Carat Espace. http://www.lenouveleconomiste.fr/portrait-gilbert-gross-11157/
  115. 115. CIA (Chris Ingram & Associates) Set up his own company after responsible for merging 7 media dept in KMP group. Bought by WPP in 2001 with 435M pounds.
  116. 116. Chris Ingram , founder of Chris Ingram Associates (CIA) in 1976. http://en.wikipedia.org/wiki/Chris_Ingram
  117. 117. Zenith Ray Morgan set his company and sold to Saatchis in 1988. Renamed afterward as Zenith.
  118. 118. Consolidation incorporated
  119. 119. BBDO, DDB, Needham Harper, TBWA, OMD, PHD
  120. 120. Acquired JWT in 1987 with US$566M, OM in 1989 with US$860M; Merged JWT & OM media dept in 1997 to create Mindshare; Bought Y&R in 2000 with US$4.7B, Grey in 2005 with US$1.75B. In 2006, billings over US$50B, revenue US$11B, staff around 97,000, offices 2,000 in 100 countries.
  121. 121. Interpublic (IPG) Start acquiring small agency in 1954; Bought Lowe Group and Lintas International in 1980s, FCB in 2001 with US$1.2B. Staff 43,000, country 130, income US$6B
  122. 122. Acuquired a French network in 1993, Hal P. Riney later, and then Fallon McElligott, Saatchi in 2000 with US$1.9B, Leo Burnett in 2002 with US$3B. Now income US$5B.
  123. 123. Acquired Euro RSCG, Now income US$8B
  124. 124. The alternatives
  125. 125. Set up in 1999 by 4 executives from Dentsu.
  126. 126. JAPANESE RAILWAY "OSTRICH" http://www.youtube.com/watch?v=iSfCZ6VO5Dk
  127. 127. FUJI XEROX "SALESMAN"
  128. 128. PERFECTV "RONIN PITCHER" http://www.tvspots.tv/video/12382/
  129. 129. Set up in 1999.
  130. 130. Set up in 1999
  131. 131. Mother Set up in 1996
  132. 132. SUPER NOODLES http://www.youtube.com/watch?v=2aNaKF7oPI0
  133. 133. Steve Henry (1910-1984), a founder and creative director of Howell Henry Chaldecott Lury (set up in 1987), the legendary advertising agency voted Campaign's Agency of the Decade in 2000. http://www.bestadsontv.com/news/blog.php?id=9693
  134. 134. TANGO, THE FIZZY DRINK "YOU KNOW WHEN YOU'VE BEEN TANGO'D" http://www.youtube.com/watch?v=ZfE2RSdemlQ
  135. 135. Goodby, Silverstein & Partner Set up in 1983
  136. 136. "GOT MILK?" CAMPAIGN "AARON BURR" http://www.youtube.com/watch?v=OLSsswr6z9Y
  137. 137. Fallon McElligott Rice Set up in 1981
  138. 138. Crispin, Porter & Bogusky Set up in 1965
  139. 139. "TRUTH" CAMPAIGN http://www.youtube.com/watch?v=RSJMRvaGKNg
  140. 140. MINI COOPER http://www.youtube.com/watch?v=psZRxl1CDw8 http://thisisnotadvertising.files.wordpress.com/2011/09/count.jpg
  141. 141. BURGER KING "THE SUBSERVIENT CHICKEN" The Subservient Chicken is an advertising program created to promote international fast food restaurant chain Burger King's TenderCrisp chicken sandwich and their "Have it Your Way" campaign http://en.wikipedia.org/wiki/The_Subservient_Chicken http://web.archive.org/web/20110426194400/http://www.bk.com/en/us/campaigns/subservient -chicken.html
  142. 142. Dotcom boom and bust
  143. 143. OUTPOST.COM http://www.youtube.com/watch?v=e9aEDNVMzD4
  144. 144. The agency of the future
  145. 145. Naked Communication Set up in 2000
  146. 146. Will Collin, Jon Wilkins and John Harlow co-founders of Naked Communication. “Communications agnostic.” http://adage.com/article/special-report-media-agency-of-the-year- 2009/media-agency-year-special-report-naked/134908/ http://www.brandrepublic.com/features/1022035/
  147. 147. “Creates intellectual property that it then licenses to clients in return for a share of revenue” Set up in 2004
  148. 148. Virgin America, Anomaly http://www.coloribus.com/adsarchive/prints /airlift-virgin-america-2-10240005/ http://www.coloribus.com/adsarchive/prints /airlift-virgin-america-3- 10240105/resizes/2000/
  149. 149. “Idea generator” Set up in 2006
  150. 150. “Handle everything, with perfect coherent branding, on a global basis.” Set up in 2006
  151. 151. Conclusion
  152. 152. CHANGES
  153. 153. Evolution of media
  154. 154. • Printing press & movable type • Newspaper • Radio • Television • Web
  155. 155. Evolution of marketing
  156. 156. ??? Competitor Orientation 竞争导向 Customer Orientation 客户导向 Sales Orientation 销售导向 1900 1930 1950 1970 1990 2000 Production Orientation 生产导向 Strategic Marketing Concept 策略性营销概念 Marketing’s Past and Present Orientation
  157. 157. • Production era • Distribution era • Product era • Positioning era • Personalization era
  158. 158. Evolution of advertising
  159. 159. • Media era • Creative revolution • Conglomeration • Digital advertising
  160. 160. Themes of advertising history
  161. 161. • A passive industry – Clients lead. Agencies follow. – New technology generates new era
  162. 162. • The ever lasting tug-of-war – Logic vs creativity – International vs local – Conglomeration vs hot shops – Manufacturers vs consumers
  163. 163. Move on to HK ad history

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