Frenemies: The Epic Disruption of the Ad Business (and Everything Else) (38 page)

BOOK: Frenemies: The Epic Disruption of the Ad Business (and Everything Else)
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INDEX

The page numbers in this index refer to the printed version of this book. The link provided will take you to the beginning of that print page. You may need to scroll forward from that location to find the corresponding reference on your e-reader.

ABC,
3

Abraham, Jordana,
220
–22

Accenture,
209
,
212
–13,
254

Acxiom,
163

Ad Age,
262
–63

Adams, Charles,
121

ad blockers,
32
,
47
,
81
,
171
–75

AdBlock Plus,
173
–74

Apple's inclusion of, in Phones and iPads,
171
–72

Kassan on,
174
,
176

legality of,
174
–75

native ads as response to,
81
–82,
175

number of consumers using, study on,
173

Samsung's addition of, for Android phones,
172
–73

AdBlock Plus,
173
–74

ad campaigns,
41
–42

Bernbach's philosophy on,
42

Ogilvy's philosophy on,
42

Reeves's philosophy on,
41

addressable advertising,
160
–61

Adobe,
213
–14

Advertising, The Uneasy Persuasion
(Schudson),
183
–84

Advertising Age,
127
,
254

advertising agencies

advertisers, power wielded by,
42
–43

agency reviews,
13
–15,
18
–22,
44
,
79
–80

ANA report (K2 transparency report) and,
239
–45,
319

changes in agency/client relationship,
16
,
17
,
20

client concerns and,
9
,
20
–22,
31
–35

client mistrust of,
35
–36,
48
–49,
76
,
144
,
244
,
245

client's moving work in-house and,
79
–81,
219
–20

CMOs, erosion of power of,
43
–44,
77
–78

compensation system (
See
compensation system
)

consulting companies as competitors,
208
–13

consumer choices brought about by new technologies and,
33
–34,
45
–47

creative agencies, threats to,
205
–6

data and (
See
data
)

digital fraud and,
77
–78

gender equality and,
232
–3

holding company business model and,
10
–11,
104
–5

influencer marketing and,
220
–22

Kassan on challenges facing,
48
–50,
99
–100

kickbacks or rebates and (
See
kickbacks/rebates by advertising agencies
)

lack of new leadership at,
99
–100

Mandel's allegations of kickback/rebate schemes,
7
–11

media agencies bought by,
143

MediaLink's intermediary role and,
12
–14,
31
,
39

professionals leaving agencies, survey on,
235
–36

public relations firms as competitors,
80
–81,
216
–19

publishers as disruptors,
206
–8

publishing platforms performing creative functions of,
81
–82

reaction of agencies to kickback allegations,
14
–16

salaries at,
236

sexual harassment and,
230
–34

single agency model,
279
–82

tech companies as competitors,
213
–16

advertising and marketing,
1
–5

advertising fatigue, evidence of,
47

agencies (
See
advertising agencies
)

clients (
See
advertising clients
)

consumer economy, role in,
4
,
23
–25

criticisms of,
182
–86

disruption threat to,
30
–31

economic impact of,
3
,
24

existential threats to industry,
299
–304

flight of advertisers to new media,
3

governmental regulation of,
168
–69

history of,
27
–28

inflection points for new waves of,
27
–28

number or persons employed in,
29

scope of services meeting definition of,
28
–29

size of industry,
2
,
10

as subsidy for media and Internet,
10
,
25

technology and,
31
–37,
45
–47

Trump election, implications of,
294
–99

advertising clients

agency reviews,
13
–15,
18
–22,
44

fears and concerns of,
9
,
20
–22,
31
–35

mistrust of advertising agencies,
35
–36,
48
–49,
76
,
144
,
244
,
245

moving work in-house,
79
–81

new technologies and digital platform choices and,
76
–77

power wielded by,
42
–43

procurement officers, use of,
43
–44,
78

advertising holding companies,
10
–11,
104
–5

AI (artificial intelligence),
262
,
266
–69,
302
–4

Airbnb,
47

Alexa,
33
,
159
,
262
,
302
–3

Alibaba,
146

Alvio,
287

Amazon,
33
,
95
,
137

Alexa,
33
,
159
,
262
,
302
–3

data, refusal to share,
126

data collection,
159

Kindle,
46

Prime,
313

threat to advertising and marketing industry posed by,
262
–63,
300

American Association of Advertising Agencies (4A's)

ANA report denounced by,
242
–43

professionals leaving agency jobs, survey on,
235
–36

Transformation 2016 conference,
229
–37

transparency guidelines issued by,
229
–30

ANA.
See
Association of National Advertisers (ANA)

Anderson, Dana,
70

Andree, Tim,
71

Anheuser-Busch,
44

AOL,
137
,
263

Apple,
137

ad blockers and,
171
–72

Apple Store,
304

App Store,
313

data collection by,
159

“I'm a Mac” campaign,
85

iPhone,
46

privacy protections in Safari,
325
–26

Siri,
159
,
262

TV shows and movies, spending on,
322

Ariel's “Share the Load” campaign,
96
–97,
185
–86

Armstrong, Tim,
34
–35,
137
,
263

Arthur Andersen,
120
–121

artificial intelligence (AI),
262
,
266
–69,
302
–4

Art of the Deal, The
(Trump),
186

Ascential Holdings,
251
,
252
,
327

Association of National Advertisers (ANA),
7
–8,
17
–18,
80

report on industry rebates (K2 transparency report),
239
–45,
319

transparency guidelines and,
229
–30

2017 report,
319

Atlas,
33
,
111

AT&T,
160

single agency approach of,
279
–82

Time Warner acquisition of,
297
,
299

Attention Merchants, The
(Wu),
24
,
172
,
311

Audi,
185

Australian
,
326

automobiles,
27
–28

Avis,
40

AwesomenessTV,
180

Axel Springer,
174
–75

Axios,
312

Baer, Donald,
93
,
218
–219

Baidu,
146

Ballmer, Steve,
223

Bank, David,
197

Bank of America,
76
,
79
,
91
–97

data collected by,
159
–60

empathy in marketing of,
95
–96

financial crisis of 2008 and,
92

Fleet Financial takeover by,
91
–92

gaining trust of consumers and,
97

June 2016 marketing meeting at,
92
–96,
97

one-to-one marketing and,
94
–95

videos explaining financial topics offered by,
96

Bankoff, Jim,
199

BBDO,
85
,
86

beacons,
157

Beers, Charlotte,
13
,
109
,
115

Benenson, Joel,
93
–94

Benton & Bowles,
142

Berg, Peter,
305

Bernays, Edward,
28
,
218

Bernbach, Bill,
39
,
40
,
42

Bevel,
270

Biondi, Frank,
61

Boff, Linda,
83
,
84
,
85
,
86
,
266
,
267
,
282

Bolloré, Yannick,
71
,
101

Boorstin, Daniel J.,
186

Bourkoff, Aryeh,
258
–59,
317
,
318
,
326
–27

branded content,
175
–76,
180
–82

Brandeis, Louis,
166

Breakthrough
(TV show),
84
,
305

Brin, Sergey,
130

“Brought to you by” advertising approach,
305

Brown, Tina,
3

Buddy Media,
66
–67

Bud Light,
185

Buffett, Warren,
104

Bullmore, Jeremy,
107
,
113
,
293
–94

on commission system,
45

on role of advertising,
29
–30

Busch, August,
44

Bush, Jeb,
295

Business Insider,
233

BuzzFeed,
207

Cable Act,
188

cable companies,
188
,
191
–93

Cambridge Analytica,
296

Campari America,
220

Campbell Soup Company,
212

Cannes Lions Festival,
247
–59,
336
–39

awards at,
251
–53

criticisms of,
256
–57,
336
–38

economics of,
251
–52

Kassan/MediaLink at,
247
–50,
258

origins and growth of,
250
–51

Carat,
143

Cardozo, Nate,
163
–64

Carter, Fiona,
281

CBS,
3
,
185
,
187
–98,
305
–6,
320
,
333
–35

cable revenues of,
188
,
191
–93

digital competition and other perils facing,
191
–98

Moonves as CEO of,
189
–91

number of viewers, 2015–2017,
193
–96,
200

programmatic advertising and,
198

ratings standing of,
187
–88

revenue sources of,
188

streaming service of,
321
–22

targeted ads, inability to offer,
197
–98

2016 Upfronts and,
201
,
202
–3

celebrity endorsements,
296

Cerberus Capital,
113

CES,
223
–29

buzz manufactured at,
228
–29

Facebook at,
227
–28

Kassan/MediaLink at,
223
–27

Chase Bank,
87
,
89

Chen, Julie,
190

chief marketing officers (CMOs),
43
–44,
77
–78

China,
32
,
145
–46,
326

Chowdhuri, Arpita,
294

Chupka, Karen,
224

Citibank's Citi Bike program,
310

Clark, Wendy,
43
,
70
,
122
–23,
232
,
233
,
275

Clinton, Hillary,
295
,
296
,
312

Coca-Cola,
184
–85

Cohen, Alan,
86

Cole, Jeffrey,
313

Colgate,
41
,
184

Comcast,
160

compensation system

end of 15% commission rate,
44

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