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    An intimate and profound reckoning with the changes buffeting the $2 trillion global advertising and marketing business from the perspective of its most powerful players, by the best-selling author of Googled.

    Advertising and marketing touches on every corner of our lives, and is the invisible fuel powering almost all media. Complain about it though we might, without it the world would be a darker place. And of all the industries wracked by change in the digital age, few have been turned on its head as dramatically as this one has. We are a long way from the days of Don Draper; as Mad Men is turned into Math Men (and women - though too few), as an instinctual art is transformed into a science, the old lions and their kingdoms are feeling real fear, however bravely they might roar.  

    Frenemies is Ken Auletta's reckoning with an industry under existential assault. He enters the rooms of the ad world's most important players, some of them business partners, some adversaries, many "frenemies," a term whose ubiquitous use in this industry reveals the level of anxiety, as former allies become competitors, and accusations of kickbacks and corruption swirl. We meet the old guard, including Sir Martin Sorrell, the legendary head of WPP, the world's largest ad agency holding company; while others play nice with Facebook and Google, he rants, some say Lear-like, out on the heath. There is Irwin Gotlieb, maestro of the media agency GroupM, the most powerful media agency, but like all media agencies it is staring into the headlights as ad buying is more and more done by machine in the age of Oracle and IBM. We see the world from the vantage of its new powers, like Carolyn Everson, Facebook's head of Sales, and other brash and scrappy creatives who are driving change, as millennials and others who disdain ads as an interruption employ technology to zap them. We also peer into the future, looking at what is replacing traditional advertising. And throughout we follow the industry's peerless matchmaker, Michael Kassan, whose company, MediaLink, connects all these players together, serving as the industry's foremost power broker, a position which feasts on times of fear and change.  

    Frenemies is an essential audiobook, not simply because of what it says about this world, but because of the potential consequences: the survival of media as we know it depends on the money generated by advertising and marketing - revenue that is in peril in the face of technological changes and the fraying trust between the industry's key players.

    ©2018 Ken Auletta (P)2018 Penguin Audio

    Kritikerstimmen

    “A brightly readable, cinematic tour through the seismic changes currently altering the face and the very nature of the marketing and advertising professions...the most vivid account to date of what may be the most crucial moment in advertising history - the moment when data went from servant to master.” (Christian Science Monitor)

    “[A] timely dive into an industry in tumult.... Auletta, a veteran New York writer who has covered both Wall Street and the media for decades, does a remarkable job of digging into the personalities and the covert deals.” (Financial Times)

    “Auletta masterfully maps the rapidly evolving topography of the advertising industry.... Perhaps most prescient is Auletta’s spot-on analysis of the interplay between traditional and social media.... Other fascinating topics include how efforts such as Citibank’s Citi Bike bike-sharing program in New York City and YouTube Red represent new forms of advertising; how Facebook fell prey to Russian attempts to influence the 2016 US presidential election; and how smartphones have revolutionized advertising. Intelligent and well researched, Auletta’s lively survey serves as an excellent primer to a brave new world.” (Publishers Weekly)

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