Frenemies: The Epic Disruption of the Advertising Industry (and Why This Matters) - Hardcover

AULETTA Ken

Hardcover

ISBN 10: 0008296987 ISBN 13: 9780008296988

Publisher: HarperCollins, 2018

Synopsis

An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the bestselling author of GoogledAdvertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. And of all the industries wracked by change in the digital age, few have been turned on its head as dramatically as this one has. We are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and womenthough too few), as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar.Frenemies 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, some say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of the media agency 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 machine in the age of Oracle and IBM. We see the world from the vantage of its new powers, like Carolyn Everson, Facebook's head of Sales, and other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them. We also peer into the future, looking at what is replacing traditional advertising

About this title

About the Author

Ken Auletta is the author of eleven books, including Greed and Glory on Wall Street, World War 3.0 and Googled. He is a renowned journalist and critic, having written the `Annals of Communications' column for The New Yorker since 1992. He lives in Manhattan with his wife and daughter.

Review

* "Now more than ever, advertising is the lifeblood that sustains most journalism, television, and entertainment. But with the advent of Google, Facebook, and other digital players, the advertising industry is being fundamentally disrupted. Ken Auletta brilliantly chronicles this drama with his usual combination of behind-the-scenes reporting filled with colorful characters, surprising revelations, and judicious insights. This riveting book shows again why Auletta is the premier reporter of our era on the fascinating and ever-changing worlds of communications and media." Walter Isaacson * "Intelligent and well researched, Auletta's lively survey serves as an excellent primer to a brave new world." Publishers Weekly * "Astute, colorful, fully informed... An important if utterly disquieting book." Booklist * "A bright, informative take on an industry in turmoil." Kirkus Reviews Praise for Googled: * "At last, a book about Google that does not require readers to get in touch with their inner geek. The most important company of the internet era, and the most controversial new media company for a generation has deserved a more accessible account for the general reader. In the hands of Ken Auletta, media writer for The New Yorker magazine, it gets one." (Financial Times) * "Ken Auletta, one of America's best business journalists, has turned his attention on the firm, with particular reference to the challenges it faces ... superbly reported." (John Lanchester Observer) * "This insightful book reinforces the need for old media ... brilliant" (The Times) * "Compelling" (The Economist) * "The story he is telling, and its ramifications, is a narrative which is shaping the era in which we live, and at a frightening pace" (Telegraph)

About this edition

• Publisher: HarperCollins
• Publication date: 2018
• ISBN 10: 0008296987
• ISBN 13: 9780008296988
• Binding: Hardcover
• Number of pages: 368