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The neoliberals: Creating the new American politics

ROTHENBERG, Randall

Simon&Schuster

From the moment Subaru of America - in an effort to counter flagging car sales - set out to select a new agency, throwing its $75 million account open to competition, Randall Rothenberg, formerly advertising columnist of the New York Times, was there. Out of his unprecedented access to the car company and the agency it ultimately chose - Wieden &amp; Kennedy - Rothenberg brilliantly details the people, passions, politics and processes of advertising. He takes us into a world composed equally of chaos and comedy, terror and triumph, a world where sober M.B.A.'s clash with Hollywood egos, creative mavericks with research pundits - all of them in pursuit of the Holy Grail: an image that will live as long as Volkswagen's "Lemon" ad, a slogan as memorable as "Please don't squeeze the Charmin." In a narrative alive with authenticity and genuine color, Rothenberg takes us inside Subaru - the darling of Wall Street in the early eighties but ravaged in the recession of the early nineties. He enters as well the inner sanctums of the six major agencies that competed to top Subaru's once-successful slogan, "Inexpensive, and built to stay that way." He watches and listens as the Subaru executives argue about the proposals submitted. And once the winning agency is chosen, he describes every crucial twist and turn of its frenetic, all-out efforts to invent and then recharge a campaign - TV commercials, print ads, slogans - that will win the approval of Subaru executives and disgruntled car dealers.

Where The Suckers Moon: An Advertising Story

Business & Money

Marketing & Sales

KNOPF

"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign. One can read Rothenberg's book as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden &amp; Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.

Where the Suckers Moon: The Life and Death of an Advertising Campaign

Knopf Doubleday Publishing Group

Pentagram is an international design consultancy founded in 1972 with offices in New York, London, San Francisco, and Austin, Texas. Pentagram Book Five is the company's fifth monograph, highlighting 50 case studies of its projects from the last five years -- 1993 through 1998 -- across the fields of graphic design, industrial design, and architecture. Pentagram Book Five is both a celebration of the creativity and a testimony to the collaboration of Pentagram's partners, each of whom brings an individual voice to the firm's idea-based design. From the start, Pentagram's partners balked at the common practice of designing in the vacuum of specialization, choosing instead to bring together a broad range of designers, disciplines and backgrounds to collaborate on projects. The combined efforts of these architects, product designers, and graphic designers have landed them coveted work with such diverse clients as the American Institute of Architects, Coca-Cola, Swatch, and Toshiba, who chose Pentagram for the unique perspective this collaboration brings. Edited and introduced by communications journalist Randall Rothenberg, Pentagram Book Five is also a how-to, giving insights to the way Pentagram's partners approach the problems given them by their clients: How to bring new audiences to a struggling theater? How to make computers a natural part of the kitchen? How to sell the Bible to readers of contemporary fiction? How to create a feeling of "heritage" in a manufactured town? Each case study takes the reader through the designers' and clients' thought processes and shows why the project is successful, in terms of both business and design requirements. Pentagram partners represented in the book include: Lorenzo Apicella, James Biber, Michael Bierut, Robert Brunner, Michael Gericke, Kenneth Grange, David Hillman, Kit Hinrichs, Angus Hyland, John McConnell, Justus Oehler, Woody Pirtle, John Rushworth, Paula Scher, Daniel Weil, and Lowell Williams.

Pentagram

Arts & Photography

History & Criticism

Monacelli

See the best price to sell, buy, or rent books by ROTHENBERG, Randall. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by ROTHENBERG, Randall

See the best price to sell, buy, or rent books by ROTHENBERG, Randall. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

The neoliberals: Creating the new American politics

Where The Suckers Moon: An Advertising Story

Where the Suckers Moon: The Life and Death of an Advertising Campaign

Pentagram