The insiders' guide to advertising

How the business of advertising really works

Craig Mawdsley, Bridget Angear

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Paperback

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English

The Choir Press
12 March 2021

Advertising; Advertising industry

Craig Mawdsley and Bridget Angear have created a concise and enjoyable guide to the advertising industry. Drawing from their decades of experience in the best advertising agencies in the world, working with some of the biggest brands, they offer a view on how the industry really works. The book covers agencies, clients, media channels, new technology, how advertising works, the culture of advertising, the ethics of advertising and the future of the advertising industry.

The book will be indispensable for anyone considering a career in advertising, studying marketing or advertising, or simply the casual reader keen to understand how this fascinating industry works to shape our world.

By: Craig Mawdsley, Bridget Angear
Imprint: The Choir Press
Country of Publication: United Kingdom
Dimensions: Height: 203mm, Width: 127mm, Spine: 7mm
Weight: 143g
ISBN: 9781789631937
ISBN 10: 1789631939
Pages: 124
Publication Date: 12 March 2021
Audience: General/trade , ELT Advanced
Format: Paperback
Publisher's Status: Active

Introduction; Chapter 1 Advertising is everywhere; Chapter 2 The advertising business; Chapter 3 Agencies - the ideas people; Chapter 4 Clients - the marketing people; Chapter 5 Channels - where advertising finds audiences; Chapter 6 How the internet is changing advertising; Chapter 7 How does advertising work?; Chapter 8 Is advertising good or bad for us?; Afterword: Does advertising have a future?

Craig Mawdsley and Bridget Angear are consulting strategists who have worked together for 15 years. They have been named London's #1 strategists six times (a unique achievement), as well as driving their strategy department to multiple Cannes Effectiveness Grand Prix, IPA Effectiveness Agency of the year and APG Creative Strategy Agency of the year awards. Craig began with a Business degree from Bath University joining Saatchi & Saatchi as a graduate before 16 years at AMV BBDO. Bridget studied Economics at Reading University before joining J Walter Thompson and then joining Craig at AMV. They now run the independent strategy consultancy, Craig + Bridget.