A thrilling and irreverent memoir about the transformation of the advertising business from the 1980s to today
Richard Kirshenbaum was born to sell. Raised in a family of Long Island strivers, this future advertising titan was just a few years old when his grandfather first taught him that a Cadillac is more than a car, and that if you cant have a Trinitron you might as well not watch TV. He had no connections when he came to Madison Avenue, but he possessed an outrageous sense of humor that would make him a millionaire.
In 1987, at the age of twenty-six, Richard put his savings on the line to launch his own agency with partner Jonathan Bond, and within a year, had transformed it from a no-name firm into the go-to house for cutting-edge work. Kirshenbaum and Bond pioneered guerilla marketing by purchasing ad space on fruit, spray-painting slogans on the sidewalk, and hiring actors to order the Hennessy martini in nightclubs. They were the bad boys of Madison Avenuea firm where a skateboarding employee once bowled over an important clientbut backed up their madness with results.
Packed with business insight, marketing wisdom, and a cast of characters ranging from Princess Diana to Ed McMahon, this memoir is as bold, as breathtaking, and as delightful as Richard himself.
Recenzijas
"A shimmering piece of work, in which the flash illuminates the creative act." Kirkus Reviews
"With Madboy, Richie Kirshenbaum puts it all together in one great book on advertising. How it should be done. How he did it. And isn't it great fun." Jerry Della Femina
"Madboy is the tell-all story of the modern ad world, crammed full of humor, wit, revealing anecdotes, and accurate portrayals of advertising's most colorful characters. Richard Kirshenbaum is Long G'Island's Don Draper. I am going to get around to reading the parts of the book I'm not in real soon." James Patterson
Papildus informācija
Richard Kirshenbaum is one of the most exciting personalities in New York City advertising.
PrologueTHE COMPETITIVE LANDSCAPE
Chapter One: My Long GIsland Accent ..p.6
Chapter Two: Boy Friday Becomes Ad Boy...p.23
THE STRATEGY
Chapter Three: Big Dreams, Big Personalities and Andy Warhol.p.33
THE PITCH
Chapter Four: Our First Real Office, Solid Gold.p.48
Chapter Five: My Most Un-Favorite Yearp.63
Chapter Six: I Almost Did It My Way..p.76
Chapter Seven: Expect the Unexpected.p.88
Chapter Eight: Adland...p.103
THE CAMPAIGN
Chapter Nine: Go West, Young Man..p.110
Chapter Ten: If You Can Make It Here, Buy Prozac!.............p.133
Chapter Eleven: The Best Stuff Doesnt Get Any Betterp.147
Chapter Twelve: The Most Fun You Can Have with Your
Clothes On.p. 162
Chapter Thirteen: Ice, Ice, Baby.p.185
Chapter Fourteen: In the Name of Love..p. 196
BRAND EXTENSION
Chapter Fifteen: Innovation Tastes Great..p.205
Chapter Sixteen: When You Have a Great Idea- Bottle It!.......p.219
Chapter Seventeen: If Its Going to Happen, Its Going to Happen in New
Yorkp. 225
Chapter Eighteen: Pass the Torch...p. 230
Epilogue
Richard Kirshenbaum (b. 1962) is one of the most exciting personalities in New York City advertising. With partner Jonathan Bond, he founded the Kirshenbaum Bond + Partners agency, which pioneered such innovative marketing concepts as the pop-up store, sidewalk advertising, and other forms of high-visibility guerilla marketing.
Kirshenbaum has lectured at Harvard Business School, appeared on Crains 40 under Forty list, sat on the board of directors of the One Club for Art & Copy, and been named #2 on a list of top 100 entrepreneurs of the United States. His other books include Under the Radar, cowritten with Bond, and Closing the Deal, a book on relationships that has been translated into nine languages. An accomplished playwright, his work has been produced by David Mamets Atlantic Theater Company. He currently writes for Us Weekly, contributing to its regular Fashion Police feature.
