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Description: Pioneers of Digital showcases the stories behind key people who 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.
Twenty digital entrepreneurs revealed in the book span the globe including the United States, the United Kingdom, India, China and New Zealand. Many performed their ground-breaking work in environments such as Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while some performed digital miracles on their own.
These stories expose secrets of success from pioneers who each suggest how best to learn from their experiences - such as how to integrate digital media with other advertising and marketing strategies and what disciplines are necessary to excel in such a fast-paced industry.
Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. Find out more at www.pioneersofdigital.com
Contents: Acknowledgements • Introduction
Chapter 1 : Thomas Gensemer- MyBO and Obama’s 2008 Presidential Campaign
Chapter 2 : June Cohen- Hotwired and TED.com
Chapter 3 : Denzyl Feigelson- iTunes Advisor and Artists • Without A Label
Chapter 4 : Vanessa Fox- Google and Nine By Blue
Chapter 5 : Gurbaksh Chahal- ClickAgents and BlueLithium
Chapter 6 : Jaron Lanier- Virtual reality and Microsoft Research
Chapter 7 : Angel Chen- OgilvyOne China
Chapter 8 : john Winsor- Victors & Spoils
Chapter 9 : 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 • China • India • Middle East
Chapter 22 : Lessons from pioneers • Not being original • Pioneering commercial models • Repositioning creativity • Skills convergence • All platforms and no content • Running in real time (not being ahead of the game) • Create something useful and never assume • Enjoy what you do! • Ten steps to becoming a digital pioneer, from the people who got thereISBN - 9780749466046
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Pages : 272
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