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Innovation and Best Practice
for Business Success

Established 1967



Pioneers of Digital

Pioneers of Digital

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

Mel Carson, Paul Springer

£19.99

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.

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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 www.PioneersOfDigital.com

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


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


Reviews

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



Book Details

  • EAN: 9780749466046
  • Edition: 1
  • Published: 3rd October 2012
  • Paperback
  • Dimensions: 234x156
  • 232 pages

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.


Mel Carson


Paul Springer