商品簡介
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.
Twenty digital entrepreneurs covered in the book span the globe including the USA, UK, India, China and New Zealand. Many performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while some performed digital miracles all on their own.
These stories expose secrets of success from pioneers who each suggest how best to learn from their experiences - such as how to integrate digital media with other advertising and marketing strategies and what disciplines are necessary to excel in such a fast-paced industry.
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
作者簡介
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.
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, 2009).
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