1. RUNNING THROUGH
THE HISTORY OF
ADVERTISING

2. Primitive stage

3. Printing press & movable type
1447 by Johannes Gutenberg

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. 1st Industrial Revolution
(Hands to machines)
1760 – 1820/1840

6. 2nd Industrial Revolution
(Steam power)
1840 - 1870

7. The first agency in British:
Tayler & Newton
By William Tayler in 1786
in London’s Warwick Square
Sales representative for printers

8. The first agency in USA:
By Volney B. Palmer in 1842
in Philadelphia

9. A&F Pears. Work by Thomas J. Barratt (1841–1914)
http://en.wikipedia.org/wiki/Thomas_J._Barratt

10. The first media directory (more
than 5000 newspaper in US)
By George P. Rowell
in 1869 in Boston

11. The first fixed commission:
12.5 %
Established by Francis Wayland Ayer,
founder of N.W. Ayer & Son

12. John Emory Powers (1837 – 1919)
The 1st Copywriter, earning US$100/day in 1890s
http://en.wikipedia.org/wiki/John_Emory_Powers

14. Earnest Elmo Calkins (1868 – 1964)
Pioneer the use of art, the soft sell.
http://en.wikipedia.org/wiki/Earnest_Elmo_Calkins

15. Calkins & Holden commissioned illustrator
Joseph Christian Leyendecker

16. Theodore MacManus
(1872 – 1940)
American advertising man, founder of MacManus agency in 1911,
pioneer of soft selling copywriting, for Cadillac

17. 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

18. http://scientificadvertising.blogspot.hk/

19. 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

20. Rational stage

21. J. Walter Thompson (1847-1928)
Brought his boss agency with US$1300
Create AE role, expand to England

22. 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

23. 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

24. 1927 Radio ads started

25. 24 Oct 1929
Market crashed
Great Depression started

26. 1931 photos were adpoted

27. 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/

28. 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/

29. 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

30. Rosser Reeves (1910-1984, CW), follower of Claude
Hopkins' theory "Scientific Advertising”. “USP”.
http://www.wisconsinhistory.org/whi/fullimage.asp?id=83073

31. 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

32. 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

33. 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

34. 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/

35. 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.

36. Creative revolution

37. 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)

38. Hathaway shirts in 1951
http://georgehahn.com/2012/01/28/the-man-in-the-
hathaway-shirt/

39. Rolls Royce in 1957
http://www.pubenstock.com/2012/le-souci-du-detail/

40. Commander Whitehead of Schweppes
http://www.tvacres.com/admascots_commander_whitehead.htm

41. 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

42. 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/

43. 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

44. http://aignerprenskymarketing.com/daytime-
drinking-and-leisurely-lunch-outings-a-new-
approach-to-getting-creative/
http://wonderfill.tumblr.com/#15505924248

45. 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

46. 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

47. Ohrbach's - "bring in your wife"
http://search.smartaddressbar.com/images.php?s=Ohrbach%27s%20advertising

48. 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

49. Polaroid
http://historyofads.the-voice.com/the-creative-
revolution/attachment/polaroid

50. Chivas Regal
http://advertisinghall.org/members/member_bio.php?memid=540

51. Avis "No. 2"
http://myweb.usf.edu/~jhaas/work
http://www.lahistoriadelapublicidad.com/protagonistas_ficha.php?Codnot=
12

52. Volkswagen "Think small"
http://advertisinghall.org/members/member_bio.php?memid=540

53. http://www.writingfordesigners.com/?p=1731

54. 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

55. XEROX "CHIMPANZEE MAKING
COPIES"
http://creativity-online.com/work/xerox-chimp/31177

56. 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

57. Hertz "We're going to tell you why"
http://f.hatena.ne.jp/chuukyuu/20081227090806

58. Volvo “Drive it like you hate it”
http://www.thecarconnection.com/news/1073981_volvos-
famous-drive-it-like-you-hate-it-ad-reimagined-video

59. Ed McCabe (1910-1984, CW), founded Scali McCabe
Sloves in 1967.
http://www.adcglobal.org/archive/hof/1974/?id=288

60. Perdue “It takes a tough man to make
tender chicken“ (Video)
http://www.youtube.com/watch?v=9Z789aLNfXo

61. 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

62. 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

63. 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

64. BRANIFF AIRLINES
Braniff Airways "End of The Plain Plane“
http://www.randomhouse.com/knopf/authors/lawrence/desktopnew.html#braniff

65. I LOVE NY
http://www.randomhouse.com/knopf/authors/lawrence/desktopnew.ht
ml#newyork

66. Continuing in UK

67. 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

68. 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

69. Benson & Hedges
http://www.alastairmcintosh.com/images/bensons.htm

70. 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.

71. 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

72. FIAT "HAND BUILT BY ROBOTS"
http://www.youtube.com/watch?v=-fXV6KzhBbM

73. CINZANO
http://www.youtube.com/watch?v=PirMZGL-0mQ

74. 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.

75. 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/

76. SUGAR PUFFS "DON'T FORGET THE
HONEY MUMMY"
http://www.youtube.com/watch?v=sW_5-DhV1gE

77. HUMPHREYS "WATCH OUT THERE'S
A HUMPHREY ABOUT"
http://www.youtube.com/watch?v=EOeL18BFc0o
1974
http://www.youtube.com/watch?v=1c6whv90A2Y

78. THE SMASH MARTIANS
http://www.youtube.com/watch?v=3SAbJjktk7E
http://www.youtube.com/watch?v=H7LxFgjnBdU

79. 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”.

80. 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

81. ENERGIZER BUNNY
http://www.youtube.com/watch?v=fILdYrxnrf8
http://www.youtube.com/watch?v=QRgCZk2oGs4
http://www.youtube.com/watch?v=7FFFIHc94Ks

82. HIJACKING THE 1984 LOS ANGELES
OLYMPICS FOR NIKE WITH OVERSIZED
POSTERS
(Converse the official sponsor for US$4M)

83. APPLE COMPUTER "BLADE
RUNNER" IN 1984
http://www.youtube.com/watch?v=R706isyDrqI

84. 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

85. 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

86. 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

87. 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/#

88. Margaret Thatcher's election campaign
"Labour isn't working" in 1979
http://en.wikipedia.org/wiki/Labour_Isn't_Working

89. BRITISH AIRWAYS "THE WORLD'S
FAVOURITE AIRLINE" IN 1982
1988
http://www.youtube.com/watch?v=Yxbgm9Bmkzw

90. 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

91. Other Figures (Bartle Bogle Hegarty)
John Bartle (AP) and Nigel Bogle (AS), co-founders
of BBH
http://en.wikipedia.org/wiki/Bartle_Bogle_Hegarty

92. LEVI'S "LAUNDERETTE"
http://www.youtube.com/watch?v=wT4DR_ae_4o
2nd wave of work for the brand

93. AUDI "VORSPRUNG DURCH
TECHNIK"
One of the most recognized German catchphrases in British popular culture, 'vorsprung durch Technik'
(progress through technology).

94. 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

95. AXE/LYNX "THE AXE EFFECT"
http://www.youtube.com/watch?v=3C7-v_R-r94
http://www.youtube.com/watch?v=I9tWZB7OUSU

96. David Abbott (1938- , CW), a British advertising
executive who founded Abbott Mead Vickers BBDO.
http://en.wikipedia.org/wiki/David_Abbott_(advertising)

97. 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/

98. 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/

99. 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/

100. 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".

101. 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=

102. French development

103. 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.

104. 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”

105. Citroen
http://www.adopteuncrea.com/projetadopte/jacques-
seguela-%C2%AB-papa-de-la-publicite-%C2%BB/

106. 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

107. Philippe Michel ( -1993), founder of CLM / BBDO.
http://www.nicolasbordas.fr/archives_posts/et-si-
philippe-michel-etait-toujours-vivant

108. Kookai "feminine yet independent,
bitchy yet seductive"
http://www.nicolasbordas.fr/archives_posts/et-si-philippe-
michel-etait-toujours-vivant

109. 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."

110. 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

111. 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

112. 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

113. Media Spins Off

114. 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.

115. Gilbert Gross (1931- ), founders of Carat Espace.
http://www.lenouveleconomiste.fr/portrait-gilbert-gross-11157/

116. 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.

117. Chris Ingram , founder of Chris Ingram
Associates (CIA) in 1976.
http://en.wikipedia.org/wiki/Chris_Ingram

118. Zenith
Ray Morgan set his company and sold to
Saatchis in 1988. Renamed afterward as
Zenith.

119. Consolidation incorporated

120. BBDO, DDB, Needham Harper, TBWA, OMD,
PHD

121. 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.

122. 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

123. 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.

125. Acquired Euro RSCG, Now income US$8B

126. The alternatives

127. Set up in 1999 by 4
executives from Dentsu.

128. JAPANESE RAILWAY "OSTRICH"
http://www.youtube.com/watch?v=iSfCZ6VO5Dk

129. FUJI XEROX "SALESMAN"

130. PERFECTV "RONIN PITCHER"
http://www.tvspots.tv/video/12382/

131. Set up in 1999.

134. Set up in 1999

135. Mother
Set up in 1996

136. SUPER NOODLES
http://www.youtube.com/watch?v=2aNaKF7oPI0

137. 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

138. TANGO, THE FIZZY DRINK "YOU KNOW
WHEN YOU'VE BEEN TANGO'D"
http://www.youtube.com/watch?v=ZfE2RSdemlQ

139. Goodby, Silverstein & Partner
Set up in 1983

140. "GOT MILK?" CAMPAIGN "AARON
BURR"
http://www.youtube.com/watch?v=OLSsswr6z9Y

141. Fallon McElligott Rice
Set up in 1981

142. Crispin, Porter & Bogusky Set up in 1965

143. "TRUTH" CAMPAIGN
http://www.youtube.com/watch?v=RSJMRvaGKNg

144. MINI COOPER
http://www.youtube.com/watch?v=psZRxl1CDw8
http://thisisnotadvertising.files.wordpress.com/2011/09/count.jpg

145. 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

146. Dotcom boom and bust

147. OUTPOST.COM
http://www.youtube.com/watch?v=e9aEDNVMzD4

148. The agency of the future

149. Naked Communication
Set up in 2000

150. 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/

151. “Creates intellectual
property that it then
licenses to clients in
return for a share of
revenue”
Set up in 2004

152. 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/

153. “Idea generator”
Set up in 2006

154. “Handle everything, with perfect
coherent branding, on a global basis.”
Set up in 2006

155. Conclusion

156. CHANGES

157. Evolution of media

158. • Printing press & movable type
• Newspaper
• Radio
• Television
• Web

159. Evolution of marketing

160. ???
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

161. • Production era
• Distribution era
• Product era
• Positioning era
• Personalization era

162. Evolution of advertising

163. • Media era
• Creative revolution
• Conglomeration
• Digital advertising

164. Themes of advertising history

165. • A passive industry
– Clients lead. Agencies follow.
– New technology generates new era

166. • The ever lasting tug-of-war
– Logic vs creativity
– International vs local
– Conglomeration vs hot shops
– Manufacturers vs consumers

167. Move on to HK ad history