Why Do CEOs Recommend Beyond Advertising?
"If you need to convince others that it is time for a fresh look at the role Marketing should play in your company, hand out this book."
David C. Edelman, Global Co–Leader, McKinsey Digital, Marketing and Sales
"This book is a must–read for anyone who wants to be effective in reaching, influencing, and creating value. I think this book will be a milestone in the history of marketing communication."
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
"This is a compelling and necessary resource for any company executive seeking to understand our changed media environment and the implications of unprecedented consumer control of brands. With a call to rethink both organizational structure and process as well as the very definition of advertising, this book provides a valuable new construct for success."
Jennifer Rooney, CMO Network Editor, Forbes
"Beyond Advertising is not about advertising at all, it is about the way that the economy, business, society, and culture now work in a connected digital world. It gives tools and frameworks to help people and businesses succeed by looking at all the touchpoints that now exist, and most importantly how they create new value as an interconnected, interdependent, and transparent system."
Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA
"The world of marketing is moving from Marketing To Consumers > Marketing For People > Mattering To People. As a result, the rules of brand building are being rewritten every day. This book challenges entrenched mental models, provides a great framework for developing new ones, and provides a road map for reimagining the world of marketing."
Stan Sthanunathan, Sr. Vice President, Consumer and Market Insights, Unilever
"Beyond Advertising should be one of the go–to resources in the modern advertiser′s toolkit. The diversity of opinion and insight presented throughout the project will force you to broaden your understanding of advertising and think critically and strategically about our industry′s future and how to prepare your brand for it."
Gustavo Martinez, Worldwide Chairman and CEO, JWT
Preface: Who Should Read This Book? xxi
Part I: The Motivation for Change 1
Chapter 1: The Five Forces Driving the Need for Change 5
Chapter 2: Challenging Entrenched Mindsets about Advertising 25
Part II: Toward a New Model Beyond Advertising 45
Chapter 3: Aligning for Win–Win–Win Impact 51
Chapter 4: Orchestrating Value Creation across All Touchpoints 73
Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85
Chapter 6: The Expanded Power of Context: M.A.D.E.s 109
Part III: What to Do Now to Get Ready for and Co–create the Future 125
Chapter 7: Embrace Adaptive Experimentation 131
Chapter 8: Leverage Organizational Architecture 147
Chapter 9: Transcend Silos and Barriers 173
Chapter 10: A Global Movement toward a More Desirable Future 193
Appendix 1: The Backstory The Wharton Future of Advertising
Program and the Advertising 2020 Project 197
Appendix 2: Advertising 2020 Contributors 203
Appendix 3: WFoA Global Advisory Board 215
Appendix 4: Planning and Conducting an Experiment 219