Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media

Front Cover
Kogan Page Publishers, Oct 3, 2012 - Business & Economics - 232 pages

Pioneers of Digital showcases the stories behind key people who have fundamentally influenced the way advertising, marketing, search and social media have evolved during the internet era.

Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists.

The 20 digital entrepreneurs profiled span the globe; some performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while others performed digital miracles all on their own. Together these stories expose the secrets of success from pioneers that everyone can learn from. Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at www.PioneersOfDigital.com

The pioneers:
Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign
June Cohen Hotwired and TED.com
Denzyl Feigelson iTunes Advisor and Artists Without A Label
Vanessa Fox Google and Nine By Blue
Gurbaksh Chahal ClickAgents and BlueLithium
Jaron Lanier Virtual reality and Microsoft Research
Angel Chen OgilvyOne China
John Winsor Victors & Spoils
Danny Sullivan Search Engine Land
Alex Bogusky, Bob Cianfrone Burger King's Subservient Chicken
Avinash Kaushik Digital marketing evangelist, Google
Carolyn Everson MTV Networks and Facebook
Malcolm Poynton Dove Campaign for Real Beauty
Qi Lu Yahoo!, Microsoft and Bing
Ajaz Ahmed AKQA
Martha Lane Fox Lastminute.com and the UK government's digital champion
Kyle MacDonald One Red Paperclip
Jess Greenwood Contagious Magazine and R/GA
Zhang Minhui Sohu.com.cn
Stephen Fry

 

Selected pages

Contents

Introduction
1
01 Thomas Gensemer
5
02 June Cohen
13
03 Denzyl Feigelson
21
04 Vanessa Fox
29
05 Gurbaksh Chahal
39
06 Jaron Lanier
49
07 Angel Chen
57
14Qi Lu
119
15 Ajaz Ahmed
129
16 Martha Lane Fox
139
17 Kyle MacDonald
147
18 Jess Greenwood
157
19 Zhang Minhui
167
20 Stephen Fry
175
21 Pioneering places
183

08 John Winsor
67
09 Danny Sullivan
77
10 Alex Bogusky Bob Cianfrone
85
11 Avinash Kaushik
93
12 Carolyn Everson
103
13 Malcolm Poynton
111
22 Lessons from pioneers
195
Jargon buster
209
Bibliography
215
Index
217
Copyright

Other editions - View all

Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing ...
Paul Springer,Mel Carson
No preview available - 2012

Common terms and phrases

agency Ahmed AKQA audience AWAL blog BlueLithium Bogusky brand build campaign career cent Chahal challenge Chen chicken China Chinese Cianfrone clients Cohen commercial communications conference consumers Craigslist create creative crowdsourcing customers digital advertising Digital discipline digital marketing early engage Everson experience Facebook Feigelson film Gensemer global going Google Google's idea innovation inspired interactive iTunes iTunes Store Jaron Lanier Kaushik Lane Fox Lanier launched learning look Martha Lane Fox Microsoft million Minhui Ogilvy opportunity paperclip passion pioneers platforms potential Poynton realized Red Paperclip remembers role search engine search engine optimization search marketing share social media social networks Sohu Sound bytes started Stephen Fry story strategy Subservient Chicken television there's things trade Twitter users wanted web analytics webmasters Winsor Yahoo YouTube

About the author (2012)

Paul Springer is Head of Research for Design, Media & Management and a Communications Professor at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons (published by Kogan Page).

Mel Carson is founder of Delightful Communications, a Seattle-based Social Media Strategy, Digital PR & Personal Branding consultancy. An industry veteran, his most notable role has been a seven year stint as Microsoft Advertising's Digital Marketing Evangelist where he built his reputation as an accomplished blogger and conference speaker on search marketing, social media and online advertising. Originally from London, he's also lectured on MBA and MSc courses at Birkbeck College and Cranfield University in the UK.

Bibliographic information

TitlePioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media
AuthorsMel Carson, Paul Springer
Editionillustrated, reprint
PublisherKogan Page Publishers, 2012
ISBN0749466057, 9780749466053
Length232 pages
Subjects ›  › 

Business & Economics / E-Commerce / Digital Marketing
Business & Economics / Industries / Media & Communications
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / General
  
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