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Pioneers of Digital

Success Stories from Leaders in Advertising, Marketing, Search and Social Media

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.
EAN: 9780749466046
Edition: 1
Format: 234x154
232 pages

About the book

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

The pioneers:
Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign
June Cohen Hotwired and
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 and the UK government's digital champion
Kyle MacDonald One Red Paperclip
Jess Greenwood Contagious Magazine and R/GA
Zhang Minhui
Stephen Fry

About the authors

Mel Carson

Mel Carson is Founder & Principal Strategist at Delightful Communications - an award-winning Seattle-based Modern Marketing and Digital PR agency. His mission is to help businesses and people be more discoverable, shareable and memorable, by applying branding strategies that focus on Content Marketing, Social Media, Digital PR and Personal Branding with a strong emphasis on people, not just pixels.Before starting Delightful Communications, Carson spent 7 years as Digital Marketing Evangelist at Microsoft where he supported and educated customers through the Microsoft Advertising Blog, evangelizing through social media, writing, and speaking about digital marketing at conferences and trade shows globally. He is the author of the critically-acclaimed Pioneers of Digital (published by Kogan Page) and Introduction to Personal Branding.

More about Mel Carson

Paul Springer

Paul Springer is Head of Research for Design, Media & Management and a communications Prof 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).

More about Paul Springer

These very insightful stories are perfect for those fascinated by the history of digital.

Sir Martin Sorrell, CEO, WPP