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

Invited by publishers Kogan-Page to appraise post-2007 global developments in digital advertising, Springer approached Mel Carson (Seattle-based Microsoft Community Manager) to collaborate on work investigating creative commercial communications online. The remit encompassed advertisers operating through marketing, search and social networks. Springer incorporated communications ranging from political campaigning; personal and cause branding; search design; social networks and data-marketing alongside the most far-reaching worldwide campaigns. This was the first study to appraise ideas behind globally influential communications formats, with primary research generated through interviews with the initiators. It introduced innovative search and mobile advertising from China to Western contexts for the first time; revealed globally significant decisions behind Obama’s online advertising strategy, iTunes store’s formation, and the advertising viral attracting the largest global footfall.

Keynote presentations followed included ‘SocialMediaWeek’ for Google Campus [http://new.livestream.com/SMWADV/events/1574824 ]; The European Foundation of Commercial Communications 2013, Lisbon; the Sri Lanka Institute of Marketing International Conference 2013; Cheung Kong Forum, Beijing and ExactTarget Global forum, London, involving participants from 15 countries. In addition to the 10 primary studies, Springer included original analysis of the emerging digital economies in India, China and the Middle East. He also reappraised creative advertising work in an age of co-design: crowdsourcing and ‘constant-beta’ campaigns (always on, iterative) a theme attracting further debate in academic (eg. ProMediaTech, Moscow 2009), commercial (Social Media Week) and public (USA Today) arenas. The book became a reference point, capturing the zeitgeist of mass communications in the Web 2.0 era. Described by Martin Sorrell as ‘original’ and ‘insightful’ and receiving over 100 reviews, endorsements ranged from the International Advertising Bureau, Facebook to Stephen Fry. It was cited in the UK Government Policy Report on Digital Giving in the Arts (Bowcock 2012) and ‘Commended’ by Orange Libraries of America (2013). It is now published in South Korean, Chinese and Arabic.