If You're Curious About These Questions...
You should listen to this audiobook
- Did you know that the legendary 'Mad Men' era of advertising has been completely disrupted by a new breed of 'Math Men'—and what that means for your business?
- Have you ever wondered why the world’s biggest tech giants are now the 'frenemies' that could either save or destroy traditional marketing agencies?
- What’s the secret to capturing consumer attention in an age where algorithms and hyper-customization have fundamentally changed the rules of the game?
Listen to Frenemies — Free Audiobook
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Key Takeaways from Frenemies
- Discover how the advertising industry transformed from a creative art of persuasion into a highly customized, data-driven science.
- Understand why smartphones have ousted traditional media like print and television by allowing marketers to track user behavior and target consumers in real time.
- Learn how the 2008 financial crisis and tighter corporate budgets destroyed the lucrative, high-commission business models once enjoyed by mid-century ad agencies.
- Find out how big data and digital cookies have empowered media planning agencies over traditional creative firms by providing accurate, measurable campaign results.
- Explore how the modern marketing landscape's shift toward online tracking has profoundly impacted everything from corporate public relations to American political campaigns.
Learning Tools
Reinforce what you learned from Frenemies
Mind Map
Frenemies
Evolution of Advertising+
The Big Data Revolution+
The Smartphone Era+
Privacy and 'Frenemies'+
Political Impact: 2016 Election+
Quiz — Test Your Understanding
Question 1 of 7
What major shift in the advertising industry is highlighted in the book?
Question 2 of 7
Why did the lucrative commission structure for advertising agencies begin to collapse in the early twenty-first century?
Question 3 of 7
According to the text, why are media agencies encroaching on the traditional territory of creative agencies?
Question 4 of 7
What makes 'first-party data' uniquely valuable to advertisers?
Question 5 of 7
Why does the author refer to tech companies like Facebook, Google, and Amazon as 'frenemies'?
Question 6 of 7
What lesson did the advertising industry learn from Donald Trump's 2016 presidential victory?
Question 7 of 7
How does the Chinese corporation Tencent demonstrate the awesome potential of smartphones for advertisers?
Frenemies — Full Chapter Overview
- 1Recommendation
- 2Today’s marketing pros are multi-skilled and recognize just how vital smartphones have become.
- 3The ad business used to be lucrative, but shrinking budgets now leave many executives anxious.
- 4Big data has weakened traditional creative agencies while elevating the prospects and overall power of media agencies.
- 5Big data appears in many different forms, yet the most valuable kinds remain notoriously difficult for marketers to obtain.
- 6Internet giants, through relentless data collection, are endangering our fundamental right to privacy.
- 7Donald Trump’s win was aided by his grasp of today’s new advertising reality.
Frenemies Summary & Overview
Frenemies (2018) explores the forces that are currently disrupting the traditional advertising and marketing industries. It looks at how the internet age has forced the advertising industry to change and adapt, specifically how technology, science and customization have revolutionized the role of the traditional advertising agency.
Who Should Listen to Frenemies?
- Advertising and marketing professionals seeking outside perspective on their industry
- Corporate marketing executives trying to connect with their audience
- Curious readers interested in the disruptive effect of technology on traditional industries
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