Advertising Transformed

Beschreibung

Engage with increasingly empowered consumers through multiple channels on a global scale with this must-have guide for prospective and practicing advertising professionals.
Advertising Transformed is the ultimate guide to advertising in the 21st century. In an advertising world transformed by digital technology it sets out what current and would-be admen and women need to know to create advertising that works. Branding expert and Managing Director of Think BBDO, Fons Van Dyck, synthesizes the latest thinking about advertising into a digestible list of rules to create a best practice guide to succeeding in the industry. It covers some of the key issues affecting advertising professionals today and focuses in particular on how advertisers can engage with increasingly empowered consumers on multiple channels on a global and local scale. Backed by case studies of Effie award winning campaigns from brands such as Evian, Mercedes and IBM, Advertising Transformed provides readers with the insights and expertise to meet the changing requirements of modern advertising and devise exciting campaigns that prove its continuing value.
Based on current research as published in leading international publications
Includes case studies on Effie winning brands campaigns such as Mercedes C-Class, Evian's 'Live Young' and IBM's 'Smart Planet'
Foreword by Luc Suykens, Procter & Gamble Benelux

Autor*in

Fons Van Dyck
Fons Van Dyck is a recognised expert and strategic adviser in the field of brand positioning and communication strategies for both consumer and corporate brands and is the founder of Think BBDO, a division of the international communications group BBDO located in Brussels, specialising in brand consultancy. Fons Van Dyck teaches Strategic Brand Management and Marketing Communications Management at the Free University of Brussels (VUB) and is a renowned lecturer at business schools such as the Stockholm School of Economics. He is also a regular columnist for De Standaard on marketing trends and has previously been elected 'Master Marketeer' by the Belgian marketing association Stichting.

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marketing strategy modern advertising advertising strategy digital advertising hybrid marketing

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"In today's fragmented environment, building brand awareness is more important than ever to win a share of the hearts and wallets of fickle consumers. Communication guru Fons van Dyck cracks the codes of effective ad campaigns, combining conventional wisdom, new research insights and current best-practice illustrations."
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"A strong combination of scientific research and real-life case studies. Fons van Dyck effortlessly combines these two worlds and adds his vast experience to provide compelling insights. A refreshing book for every communications professional."
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"Advertising still works in these digital times. Yet, advertising has to adapt to new technologies and new consumer habits. Fons van Dyck guides us in an accessible way on a well-documented journey through the world of advertising in the 21st century. A must-read for everyone in the marketing industry."
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"A sensible, lucid and timely guide to a radically disrupted advertising landscape."
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