Beyond Advertising

The core message in this compelling new book is that ‘everything communicates.’ Advertising, once the realm of marketers and agencies is now a core business strategy, requiring fluid and silo-busting orchestration of innovation, customer service, corporate reputation management and more. The authors effectively argue that brand equity today is in continuous flux. And if there is any daylight between what a brand says and does, customers will short it like a poorly performing stock. The only answer is to put customers at the center of the organization and ‘Beyond Advertising’ will teach you how.

– John Gerzema, Chairman & CEO, BAV Consulting

Rarely can you find such a comprehensive, cogent, and compelling look at how to market in the future. For those of you open to new models, new media, new ways of managing brands, you'll find innovative and lively thinking from an all-star list of people who are living and breathing the changes every day.

– David Sable, Global CEO, Y&R

Beyond Advertising is a must read for any Business person because it is like a good whack to our existing mental models waking us up to think a new.

– Rishad Tobaccowala, Chief Strategist, Publicis Groupe

The traditional form of mass marketing is mass suicide. Beyond Advertising charts a clear pathway to engaging the empowered and hyper-connected consumer through a thoughtful and holistic approach that recognizes the many ways we experience brands, companies, people in our social spheres of influence, the media, and the incredible power of predictive data.”

– Jim Speros, EVP, Corporate Communications Services, Fidelity Investments

Beyond Advertising sets the scene and provides valuable practical help for all in the industry who are grappling with the challenges ahead.

– Kate Sirkin, President, Global Digital, Data and Analytics, SMV Group

A comprehensive and diverse look at a world where what we used to call advertising is evolving into something far more personal & ubiquitous. You may not like it, but you'd better be ready for it.

– Chuck Porter, Chairman, CP+B

The book is enriched with easy to understand frameworks and many examples. The authors stress the importance of storytelling and use it through the book to illustrate the key points, making this an easy to follow primer for anyone in the marketing space who wishes to have a chance to stay ahead of the technological waves confronting us.

– Saul Berman, Chief Strategist, VP & Interactive Experience Partner, IBM

What we are experiencing now is arguably the biggest change in the history of advertising and marketing. This book offers a superb guide to the changes every marketing practitioner, every advertising/PR professional, and of course every CXO needs to understand.

– Akihiko Kubo, Chairman, Group Representative, Ogilvy & Mather Japan

Finally, a comprehensive view into the future of how brands will grow. The Wharton Future of Advertising Program has already been tremendously influential in the industry, and this book synthesizes years of learning into an enjoyable and immensely valuable read.

– Barry Wacksman, Global Chief Strategy Officer, R/GA

Virtually all aspects of consumer behavior that are important to businesses are being impacted, causing companies to have to rethink their entire approach to marketing. Fortunately, a roadmap needed to safely navigate a seemingly ever-changing and challenging new terrain is contained in this truly impressive book.

– Gian Fulgoni, Co-Founder & Chairman Emeritus, comScore

For the first time Jerry Wind and team tell us why and how we must change our mental models to see the future of what we used to know as marketing. They make sense of all the digital changes and provide a holistic framework to enable future marketers to redefine their role and see how they can be successful in the future.

– Shelly Palmer, Managing Director, Digital Media Group, Landmark|Shelly Palmer

As our industry's pace of change accelerates, this book provides a terrific road map for embracing the myriad opportunities ahead.

– David Moore, Chairman, Xaxis; President, WPP Digital

In the middle of the media industry's greatest crisis since Gutenberg put all the scribes out of business, Wharton's Jerry Wind and Catharine Hays have written the best marketing book of the decade, analyzing the serious problems of the ad business and, more impressively, explaining how to fix them.

– Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide

Change is happening all around us, and both the complexity and pace of change are accelerating. For those of us on this Advertising journey it is well worth getting the advice and guidance of a sage like Jerry, a strategist like Catharine, and from 200 thoughtful fellow travelers.

– Phil Cowdell, CEO, Mediacom North America

This book will force you to rethink the way you run your company, how you motivate and energize your work force to take risks and change process, and most importantly how to ensure that you are connecting with this new generation of consumers that are used to getting things when they want and the way they want.