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Pioneers of Digital


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Pioneers of Digital is about those individuals who have truly altered the way advertising, marketing and other communications industries operate, through their groundbreaking ideas and creative ingenuity.

Table of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Thomas Gensemer - MyBO and Obama's 2008 Presidential Campaign;
    • Chapter - 02: June Cohen - Hotwired and TED.com;
    • Chapter - 03: Denzyl Feigelson - iTunes Advisor and Artists Without A Label;
    • Chapter - 04: Vanessa Fox - Google and Nine By Blue;
    • Chapter - 05: Gurbaksh Chahal - ClickAgents and BlueLithium;
    • Chapter - 06: Jaron Lanier - Virtual reality and Microsoft Research;
    • Chapter - 07: Angel Chen - OgilvyOne China;
    • Chapter - 08: John Winsor - Victors & Spoils;
    • Chapter - 09: Danny Sullivan - Search Engine Land;
    • Chapter - 10: Alex Bogusky, Bob Cianfrone - Burger King's Subservient Chicken;
    • Chapter - 11: Avinash Kaushik - Digital marketing evangelist, Google;
    • Chapter - 12: Carolyn Everson - MTV Networks and Facebook;
    • Chapter - 13: Malcolm Poynton - Dove Campaign for Real Beauty;
    • Chapter - 14: Qi Lu - Yahoo!, Microsoft and Bing;
    • Chapter - 15: Ajaz Ahmed - AKQA;
    • Chapter - 16: Martha Lane Fox - Lastminute.com and the UK government's digital champion;
    • Chapter - 17: Kyle MacDonald - One Red Paperclip;
    • Chapter - 18: Jess Greenwood - Contagious Magazine and R/GA;
    • Chapter - 19: Zhang Minhui - Sohu.com.cn;
    • Chapter - 20: Stephen Fry;
    • Chapter - 21: Pioneering places;
    • Chapter - 22: Lessons from pioneers

About the Author

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.


"These very insightful stories are perfect for those fascinated by the history of digital." * Sir Martin Sorrell, CEO, WPP *
"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day...These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter...Readers will feel like kids in a digital candy shop." * Publishers Weekly *
"The 20 tech stars [Spring and Carson] feature in the book emphasize simplicity - solving everyday problems with easy-to-grasp solutions." * Investor's Business Daily *
"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." * USA Today *
"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. "Our aim with this book is to inspire," write the authors. Most readers will find Pioneers of Digital does exactly that." * ForeWord Reviews *
"Readers interested in social media or seeking interesting business people for professional inspiration will be more that satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field." * SmallBizTrends *
"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." * Contagious Magazine *
"...an excellent book to dip into and pick up lessons and inspiration from some of the greatest digital marketeers the world has to offer. It's also beautifully laid out, features neat summaries and handy hints to take away from each profile [...] an excellent reference tool and an encyclopaedia of tech know-how." * Elite Business Magazine *
"...explains many secrets of the digital sphere that even the newest marketer can understand and apply [...] It incorporates a fantastic breakdown of the digital sphere which is important to understand the marketing success seen in the case studies [...] a book which you should not be without when new campaigns are being coined. The right path to reach your audience is out there and this book will help you get there faster than before. (5* review)" * B2B Marketing Magazine *
"An inspiring read, and a good introduction to digital approaches and the broader digital market landscape." * Ninder Takhar, Head of Marketing North East Asia, BT Global Services - The Marketing Society *

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