How to Capture the Advertising High Ground

Since the 1960s, when the last wave of advertising bestsellers such as "Madison Avenue USA" and David Ogilvy's "Confessions of an Advertising Man" were published, advertising has completely changed. TV has become the dominant medium, and it is now truly multinational. It has gatecrashed politics and become more acceptable and more fashionable - but at the same time more complex and serious. This book provides an informed examination of the advertising industry, covering topics from clients and credibility to global brands and media selection. It analyzes the major recent and likely future developments and points out the differences between the successful "high ground" agencies and those which are doomed to failure.