Advertising Next

Almost overnight the digital revolution has turned the rules of branding on their head. What matters now is not size, but attitude: flexible, agile, transparent in actions, global in mindset. The campaigns in this book enable small companies to think big ? and force big companies to act small. This new guide to success in the contemporary communications age illustrates and defines a new set of rules for brand behaviour in the digital age ? showcased in 150 of the most innovative recent campaigns. Packed with vital content and analysis: ? 17 fundamental groundrules for everyone in advertising, communications and business ? Defines a new set of rules for brand behaviour in the digital age, detailing 17 mantras for success ? Features many seminal campaigns and analyses their success, including Cadbury?s ?Drumming Gorilla? and Tate?s ?Your Collection?