Madboy
Subtitle: beyond Mad Men : tales from the mad, mad world of advertising
By: Richard Kirshenbaum
Publisher: Open Road Integrated Media
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 230
ISBN-13: 9781453211410; 9781453211441; 9781453219621
Subjects: Advertising executives; Biography; Marketing executives; BIOGRAPHY & AUTOBIOGRAPHY; Business; General; BUSINESS & ECONOMICS; Industrial Management; Management; Management Science; Organizational Behavior
Description: A thrilling and irreverent memoir about the transformation of the advertising business from the 1980s to today Richard Kirshenbaum was born to sell. Raised in a family of Long Island strivers, this future advertising titan was just a few years old when his grandfather first taught him that a Cadillac is more than a car, and that if you can & rsquo;t have a Trinitron you might as well not watch TV. He had no connections when he came to Madison Avenue, but he possessed an outrageous sense of humor that would make him a millionaire. In 1987, at the age of twenty-six, Richard put his savings on the line to launch his own agency with partner Jonathan Bond, and within a year, had transformed it from a no-name firm into the go-to house for cutting-edge work. Kirshenbaum and Bond pioneered guerilla marketing by purchasing ad space on fruit, spray-painting slogans on the sidewalk, and hiring actors to order the Hennessy martini in nightclubs. They were the bad boys of Madison Avenue & mdash;a firm where a skateboarding employee once bowled over an important client & mdash;but backed up their madness with results. Packed with business insight, marketing wisdom, and a cast of characters ranging from Princess Diana to Ed McMahon, this memoir is as bold, as breathtaking, and as delightful as Richard himself.
Notes: Copyright © Richard Kirshenbaum 2011
Table of contents: title: Cover; Title Page; Dedication; Contents; Introduction by Jerry Della Femina; Prologue; The Competitive Landscape; Chapter One: My Long G'island Accent; Chapter Two: Boy Friday Becomes Adboy; The Strategy; Chapter Three: Big Dreams, Big Personalities, and Andy Warhol; The Pitch; Chapter Four: Our First Real Office, Solid Gold; Chapter Five: My Most Un-Favorite Year; Chapter Six: I Almost Did It My Way; Chapter Seven: Expect the Unexpected!; Chapter Eight: Ad Land, the Place Where Art Meets Commerce; The Campaign; Chapter Nine: Go West, Young Man; title: Chapter Ten: If You Can Make It Here, Buy Prozac!Chapter Eleven: The Best Stuff Doesn't Get Any Better!; Chapter Twelve: The Most Fun You Can Have with Your Clothes On. Or Off!; Chapter Thirteen: Ice, Ice, Baby; Chapter Fourteen: In the Name of Love; Brand Extension; Chapter Fifteen: Innovation Tastes Great; Chapter Sixteen: When You Have a Great Idea-Bottle It!; Chapter Seventeen: If It's Going to Happen, It's Going to Happen in New York; Chapter Eighteen: Pass the Torch; Epilogue; Image Gallery; Special Thanks; Copyright