Ads to Icons

Paul Springer

Customers are besieged by messages. Traditional media such as billboards and TV are now augmented by internet and mobile phone adverts. In such a noisy, cluttered landscape, how can advertising still register with the target customer?

Paul Springer’s book shows how, by adopting more strategic approaches to advertising campaigns, the discipline can be regenerated to make messages stick. Ads to Icons gives examples of 50 advertising campaigns that challenge media conventions – like Dove’s hugely successful ‘Real beauty’ campaign, or Ikea’s ‘everyday street exhibits’ in Japan – to stimulate fresh enthusiasm from customers.

By making the most of the available media, Springer shows that advertising can still be a powerful promotional tool – reports of its demise have been greatly exaggerated. But to succeed, old methods need to be rejuvenated and new media needs to be handled carefully, in order to help customers identify, engage with and remain loyal to brands.