The End of Advertising As We Know It 3333 SERGIO ZYMAN with ARMIN BROTT John Wiley & Sons, Inc 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page i The End of Advertising As We Know It 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page ii 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page iii The End of Advertising As We Know It 3333 SERGIO ZYMAN with ARMIN BROTT John Wiley & Sons, Inc 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page iv Copyright © 2002 by Sergio Zyman All rights reserved Published by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 750-4470, or on the web at www.copyright.com Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, e-mail: permcoordinator@wiley.com Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose No warranty may be created or extended by sales representatives or written sales materials The advice and strategies contained herein may not be suitable for your situation The publisher is not engaged in rendering professional services, and you should consult a professional where appropriate Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages For general information on our other products and services please contact our Customer Care Department within the U.S at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002 Wiley also publishes its books in a variety of electronic formats Some content that appears in print may not be available in electronic books ISBN 0-471-22581-9 Printed in the United States of America 10 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page v ACKNOWLEDGMENTS I’d like to thank the many people without whose help you wouldn’t be reading this book: Ric Alvarez and everyone at ZMG who contributed their time, expertise, and suggestions to this project Terry Aronof for keeping it all legal Tracy Costen for making sure everything was where it was supposed to be when it was supposed to be there All my Coke direct reports for showing me the right way Gene Kummel, who gave me my start in advertising My agent, Jim Levine of James Levine Communications, Inc., for getting it all started Chris Malone for his wisdom on sponsorships Airié Stuart and her team at Wiley for keeping the wheels turning Kim Nir and her crew of editors and proofreaders, for the fine tuning David Ogilvy and Lester Wunderman, who really got that advertising is about selling Dave Singleton for his research assistance David Wheldon and Ian Rowden for their little books of wisdom My incredible team at Z-Marketing for their proofreading skills Armin Brott for not dying in Thailand and for keeping me sane by asking “Why, why, why?” And finally, my mom, Jenny, and Jessy always 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page vi 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page vii To all the advertising executives and advertising agencies who, after reading this book, will join in the revolution and evolve advertising to its proper place—helping sell —SZ To Lulu, Roodle Pie, Little Zippy, and, of course, Ma and Pa —AB 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page viii ... Page i The End of Advertising As We Know It 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page ii 9436_Zyman_fm.r.qxd 7/24/02 9:36 AM Page iii The End of Advertising As We Know It 3333 SERGIO ZYMAN with ARMIN... some of the biggest brands in the world, and I’ve helped a number of other companies develop their brands as well, largely through the strategic use of advertising I know what works THE END OF ADVERTISING. .. writing The result was my first book, The End of Marketing As We Know It, which was published in 2000 The message of that book was fairly simple: Marketing isn’t about trinkets and trash; it? ??s