Try an Audible book on us

Frenemies

The Epic Disruption of the Ad Business (And Everything Else)
Narrated by: Jonathan Todd Ross
Length: 12 hrs and 3 mins
4.5 out of 5 stars (80 ratings)
$14.95/month after 30 days. Cancel anytime.

Publisher's Summary

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

What members say

Average Customer Ratings

Overall

  • 4.5 out of 5 stars
  • 5 Stars
    41
  • 4 Stars
    27
  • 3 Stars
    6
  • 2 Stars
    4
  • 1 Stars
    2

Performance

  • 4.5 out of 5 stars
  • 5 Stars
    43
  • 4 Stars
    16
  • 3 Stars
    7
  • 2 Stars
    3
  • 1 Stars
    1

Story

  • 4 out of 5 stars
  • 5 Stars
    34
  • 4 Stars
    22
  • 3 Stars
    8
  • 2 Stars
    5
  • 1 Stars
    2
Sort by:
  • Overall
    4 out of 5 stars
  • Performance
    5 out of 5 stars
  • Story
    4 out of 5 stars
  • DV
  • 10-05-18

Good; not for beginners

I wanted to learn more about the advertising business. I got some things from this book but it was very detailed with lots of name dropping and I’m not sure I could tell you the difference between an ad agency and a media agency after having read the entire thing.

  • Overall
    1 out of 5 stars
  • Performance
    2 out of 5 stars
  • Story
    1 out of 5 stars
  • MT
  • Chicago, IL
  • 10-03-18

SOOOOOO Boring.

The most interesting part of this book is how Auletta took an interesting topic in a storied, fast-changing industry and made it painfully dull. It’s like Ross is reading the organizational chart from the appendix of a business school case study, written by a b-grade airport novelist.
UPDATE: Read several more chapters. Still terrible.

  • Overall
    4 out of 5 stars
  • Performance
    4 out of 5 stars
  • Story
    4 out of 5 stars

Are you in traditional media? Start planning your exit strategy

GreAt fantastic book for the gym. I’m in advertising director or print publication of course branching out into the world of digital knowing that in a very short time all they can go away however I’ve known her for the past 10 years and been getting ready happy exit strategy everyone.