The core message in this compelling new book is that ‘everything communicates.’ Advertising, once the realm of marketers and agencies is now a core business strategy, requiring fluid and silo-busting orchestration of innovation, customer service, corporate reputation management and more. The authors effectively argue that brand equity today is in continuous flux. And if there is any daylight between what a brand says and does, customers will short it like a poorly performing stock. The only answer is to put customers at the center of the organization and ‘Beyond Advertising’ will teach you how.

— John Gerzema, Chairman & CEO, BAV Consulting

Rarely can you find such a comprehensive, cogent, and compelling look at how to market in the future. For those of you open to new models, new media, new ways of managing brands, you'll find innovative and lively thinking from an all-star list of people who are living and breathing the changes every day.

— David Sable, Global CEO, Y&R

Beyond Advertising is a must read for any Business person because it is like a good whack to our existing mental models waking us up to think a new.

­— Rishad Tobaccowala, Chief Strategist, Publicis Groupe

The traditional form of mass marketing is mass suicide. Beyond Advertising charts a clear pathway to engaging the empowered and hyper-connected consumer through a thoughtful and holistic approach that recognizes the many ways we experience brands, companies, people in our social spheres of influence, the media, and the incredible power of predictive data.”

— Jim Speros, EVP, Corporate Communications Services, Fidelity Investments

Beyond Advertising sets the scene and provides valuable practical help for all in the industry who are grappling with the challenges ahead.

— Kate Sirkin, President, Global Digital, Data and Analytics, SMV Group

A comprehensive and diverse look at a world where what we used to call advertising is evolving into something far more personal & ubiquitous. You may not like it, but you'd better be ready for it.

— Chuck Porter, Chairman, CP+B

The book is enriched with easy to understand frameworks and many examples. The authors stress the importance of storytelling and use it through the book to illustrate the key points, making this an easy to follow primer for anyone in the marketing space who wishes to have a chance to stay ahead of the technological waves confronting us.

— Saul Berman, Chief Strategist, VP & Interactive Experience Partner, IBM

What we are experiencing now is arguably the biggest change in the history of advertising and marketing. This book offers a superb guide to the changes every marketing practitioner, every advertising/PR professional, and of course every CXO needs to understand.

— Akihiko Kubo, Chairman, Group Representative, Ogilvy & Mather Japan

Finally, a comprehensive view into the future of how brands will grow. The Wharton Future of Advertising Program has already been tremendously influential in the industry, and this book synthesizes years of learning into an enjoyable and immensely valuable read.

— Barry Wacksman, Global Chief Strategy Officer, R/GA

Virtually all aspects of consumer behavior that are important to businesses are being impacted, causing companies to have to rethink their entire approach to marketing. Fortunately, a roadmap needed to safely navigate a seemingly ever-changing and challenging new terrain is contained in this truly impressive book.

— Gian Fulgoni, Co-Founder & Chairman Emeritus, comScore

For the first time Jerry Wind and team tell us why and how we must change our mental models to see the future of what we used to know as marketing. They make sense of all the digital changes and provide a holistic framework to enable future marketers to redefine their role and see how they can be successful in the future.

— Shelly Palmer, Managing Director, Digital Media Group, Landmark|Shelly Palmer

As our industry's pace of change accelerates, this book provides a terrific road map for embracing the myriad opportunities ahead.

— David Moore, Chairman, Xaxis; President, WPP Digital

In the middle of the media industry's greatest crisis since Gutenberg put all the scribes out of business, Wharton's Jerry Wind and Catharine Hays have written the best marketing book of the decade, analyzing the serious problems of the ad business and, more impressively, explaining how to fix them.

— Kirk Cheyfitz, Co-CEO & Chief Storyteller, Story Worldwide

Change is happening all around us, and both the complexity and pace of change are accelerating. For those of us on this Advertising journey it is well worth getting the advice and guidance of a sage like Jerry, a strategist like Catharine, and from 200 thoughtful fellow travelers.

— Phil Cowdell, CEO, Mediacom North America

This book will force you to rethink the way you run your company, how you motivate and energize your work force to take risks and change process, and most importantly how to ensure that you are connecting with this new generation of consumers that are used to getting things when they want and the way they want.

— Steven Rosenblatt, Chief Revenue Officer, Foursquare

What a breath of fresh air! This book isn't a warning to advertisers to adapt or die, but rather a confident and optimistic overview of the growing opportunities and diversity within the industry.

— Cheryl Burgess, CEO & CMO, Blue Focus Marketing

With the rise of digital democracy the advertising industry has been lost. Fortunately, there's a new day dawning with Beyond Advertising. It's a map for the future.

— John Winsor, CEO, Victors & Spoils

Beyond Advertising is a much overdue, clear-eyed look at how advertising is being disrupted and how our industry can avoid getting Ubered. The insights constitute a hard-nosed playbook for the new brand-customer relationship.

— Kip Voytek, CEO, Rumble Fox

In Beyond Advertising, authors Jerry Wind, Catharine Hays, and the rest of the Wharton team don't merely offer us a vision of the bright future awaiting us; they also lay out a clear and actionable path on how to get there.

— Mark Burgess, President, Blue Focus Marketing

Advertising and marketing is in a state of chaos and everyone knows it. Beyond Advertising lays out the primary obstacles to transforming organizations and marketing practices but more importantly, the book's prescription is visionary and yet practical.

— Richard Smith, VP Digital Agency Partnerships, Kitewheel

Jerry Wind and Catharine Hays of the Wharton Future of Advertising Program have found the pathway to the future of marketing in their new book, Beyond Advertising: find out what now are the secrets and the winning strategy when devising breakout marketing plans.

— Scott Goodson, CEO & Founder, StrawberryFrog

Marketing as we know it comes to an end. But as always: the end is a new beginning as well. And this books is THE resource to understand how the future of Marketing, beyond advertising, will be and how we all can tackle it.

— Martin Nitsche, Managing Partner, Solveta GmbH; President, DDV

Building a brand that tells its story in every touchpoint authentically is a new art and science. This book provides a very good framework to go about it.

— Georgia Garinois-Melenikiotou, SVP, Corporate Marketing, Estée Lauder

‘We've always done it that way' is the most dangerous phrase in any language. Jerry Wind and Catharine Hays provide a roadmap into the future to help marketers (and agencies) change from selling to serving and creating meaningful relationships with brands.

— Lisa Colantuono, Co-President, AAR Partners

No other moment in history has produced such remarkable times in a rapidly changing world. Whether you're charting a new course or growing what you have in the pages that unfold ideas are shared, objectives are set and future strategies are discovered that will get the reader excited around something new with many iterations.

— Dean Crutchfield, Advisor, Amy J Wiener LLC

This is the most profound and comprehensive book explaining how the role of an advertiser has fundamentally changed, and explaining in detail how to define a brand's purpose and relevancy, create content, engage with people, interact through all media, shifting from hard sell to shared values, to create bonding experiences and long-term relationship equity.

— Bill Harvey, Co-Founder & Strategic Advisor, TRA

In this important and timely book, Professor Jerry Wind and Executive Director Catharine Hays document why and how the future of advertising is beyond advertising to encompass all aspects of customers' interactions with companies.

— Earl Taylor, CMO, Marketing Science Institute

Jerry and Catharine provide a guide for dealing with turbulent market forces and a framework for how to take action.

— Brian Shin, Founder & CEO, Visible Measures

It is a must read, providing both valuable global context for the transformative changes challenging business today, while identifying specific actions to capitalize on new opportunities. Foremost among the abundant insights is the recognition that our industry has a huge opportunity to improve and change our world through inspiring purpose-driven initiatives.

— Gillian Graham, CEO, Institute of Communication Agencies, Toronto

What I love about Beyond Advertising is the profoundly pragmatic and actionable nature of the findings. Technology has allowed the world to see all the fractures in a brand's construction. This text gives marketers a way to heal those fractures, not just photoshop the x-ray.

— MT Carney, CEO & Founding Partner, Untitled Worldwide

Beyond Advertising presents a compelling call to action for marketers to lead the way in identifying emerging dynamics and effectively engage the public in adaptive and innovative ways in order to create sustainable success.

— Bob Kantor, Chief Marketing & Business Development Officer, MDC Partners

Part masterclass, part meditation, and all meaningful, Beyond Advertising distills the collective wisdom from hundreds of marketing professionals comprising thousands of years of experience into clean and compelling action plans for the next generation of marketers.

— Eric Porres, CMO, Sailthru

In a world where technology changes fast and provides even faster opportunities for disruption, advertising and brands have come full-circle, entering a new, more personal era that seeks to re-imagine, re-engage and re-envision intrinsic value to each person. This book demonstrates the fundamental need for every business to work cohesively across all functions in order to establish value at every touchpoint.

— Sandy Howe, SVP of Marketing, ARRIS

In clear and vivid form, and by relying on experts from each discipline, authors Wind and Hays provides a much needed contribution to facilitate not only understanding and insights in these times, but also what may be considered a much needed safe harbor and common reference for ongoing and future change in advertising and marketing.

— Thomas Ramsøy, CEO & Founder, Neurons Inc.

The simultaneous forces of increased globalization, localization, and personalization now buffet our business landscape. This book is about the need for dramatic new mindsets. This new approach must be required reading.

— Larry Light, CEO, Arcature

Finally a book that examines the true depth and breadth of change affecting all organizations through the lens of communications! Catharine and Jerry have beautifully articulated that reaching people now requires holistic thinking and elastic structures.

— Michael Lebowitz, Founder & CEO, Big Spaceship

This book represents a milestone in a years-long collaborative process, both between us as co-founders of the Wharton Future of Advertising (WFoA) Program, as well as with all those who have helped develop, participate in, and contribute to the projects, initiatives, and gatherings reflected in these pages.

Focusing on the future of advertising was the brain child of Mark Morris, Joe Plummer, and Jerry, when they identified the revolution that was fomenting in the advertising world and the need to establish an independent, respected, academic endeavor to bring together forward-thinking practitioners, researchers, and academics to collectively chart the way forward. Since then, many individuals around the world have been inspired by our mission to become de facto members of the Wharton Future of Advertising Innovation Network – our co-authors. We are grateful for the opportunity to thank the many people and their organizations who have contributed and lent support of all kinds to make this profoundly collaborative book and initiative take shape.

For the actual book and ebook, we thank Richard Narramore at Wiley, with the wonderful team of Tiffany Colon, Peter Knox, and Suganya Babu, who provided the support, encouragement, feedback, and patience we needed to marshal the manuscript through production and to market.

We are grateful to those who took the time to provide early, honest and constructive feedback on the manuscript including Lisa Colantuono, Neal Davies, Vaasu Gavarasana, Tom Morton, George Musi, Joe Plummer, Jenny Rooney, Pierre Soued, and John Winsor.

We especially thank each of our brave Advertising 2020 Contributors (listed in Appendix 2) who took the time to craft their unique visions of the future. We'd also like to offer a special thanks to a few individuals who reached deep into their personal professional networks to expand and enrich the project scope. Kamini Banga interviewed eight industry luminaries to capture and reflect their insights. Neal Davies and Denise McDevitt curated their Effie Award-winning community to find relevant examples for the book and for subsequent, interactive material we'll be offering. Matthew Godfrey enlisted Jun Lee to tap the Z Apprentices in Y & R and Wunderman's Global Talent Program to ensure we heard from the next generation. Gillian Graham enlisted thought leaders from Canada's Institute of Communications Agencies. Bob Greenberg personally invited all of the tech innovators whom he and Greg Harper selected for the inaugural Advertising Week Experience in 2012. Bruce Crawford and Thomas Harrison brought us innovators from across their network. John Philip Jones reached out to his star alumni from the Newhouse School at Syracuse University. Mark Morris, who had tapped his Bates alumni network to ensure executive representation from each continent to form the original membership of our Global Advisory Board, then made sure that each of them contributed their points of view for the 2020 Project.

As much as this book has the content from the Advertising 2020 Project at its core, it is also very much informed and inspired by those who have been actively involved with furthering the mission of WFoA since its inception.

We have been privileged to co-host roundtable sessions with top practitioners and academics from around the world to exchange and discuss their initiatives, research, and insights and offer feedback on the emerging models we developed as a result. For these sessions we have been fortunate to work with first-rate collaborators and their colleagues: Byron Sharp, Elke Seretis, Jenni Romaniuk, and Karen Nelson-Field at the Ehrenberg-Bass Institute; Dan Feldstein and Mitchell Reichtgut at Jun Group; Rosemarie Ryan and Ty Montague at co-collective; Nick Primola and Bob Lidoce of the ANA; Bruce Rogers and Jenny Rooney at Forbes; Philip Thomas and Steve Latham and their teams at the Cannes Lions; Phil Cowdell while at Mindshare (and ever since); Rich Guest at Tribal Worldwide; Bob Kantor and the talented people throughout MDC Partners; Jae Goodman and Sylvia Friedel at CAA; Rishad Tobaccowala and Douglas Ryan at VivaKi and DigtasLBi; the late Bob Barocci, Gayle Fuguitt and the dedicated ARF staff; Nancy Hill and Mike Donahue at the 4A's; Randall Rothenberg and Susan Borst at the IAB; Peter Gatscha at the Austrian Trade Commission; Barbara Kahn and Denise Dahlhoff at Wharton's Baker Retail Center; Eric Bradlow and Pete Fader at the Wharton Customer Analytics Initiative; and Vaasu Gavarasana, who while at Bates 141, personally convened a powerhouse group of those at the forefront of advertising, marketing, and media in India for a 2011 roundtable session in New Delhi.

We have learned a tremendous amount through three major collaborations to bring research rigor to new practices just as they were emerging. Laurent Larguinat at Mars worked with us to understand more about the nuances of social media virality while the concept was still nascent in 2011. Vaasu Gavarasana, while at Yahoo! APAC, with leadership and research support from Yvonne Chang and Edwin Wong, led an effort to explore the topic of Native Advertising with agencies and client executives in Singapore in early 2013 when the term was just gaining traction. And in late 2014 we co-created a research project with Facebook to better understand personalization at scale. The core members of the team—Hamdan Azhar, Neha Bhargava, Gabrielle Gibbs, and Daniel Slotwiner—are collaborators of the highest caliber, as we work to understand not only the rigorous analytics, but the needed new collaborative alignment among clients, agencies, and platforms, to chart these uncharted waters.

Thanks to the efforts of Karl Ulrich and Brandon Lodriguss, Wharton launched Business Radio Powered by the Wharton School on Sirius XM Channel 111 in January 2014, and we became early collaborators to form the Marketing Matters show on Wednesday evenings. This has become a wonderful opportunity to hold live, on-air conversations with three or four astute executives during each two-hour show and we are extremely grateful for the time each of them has taken to share their insights. We also want to give a special shout-out to Jenny Rooney, editor at Forbes CMO Network, for co-creating the CMO Spotlight show once a month. We are thankful to all of the coaching and support provided by the unflappable and ever-positive Michelle Stucker, our producer, and to each of the student research assistants who provide us with first-rate background information on the guests and the topics to keep the conversations meaningful.

The foundation of our Program is the growing network of our active and generous Global Advisory Board members and other inspiring invited guests who have carved time out to participate in our annual meetings, to share with the WFoA and each other their successes, challenges, and insights over the years. At the very first session it became infinitely clear that it was valuable to both the Program and to the participants to take a step back, look ahead to the future, hear what others from across the ecosystem had to say about the most current approaches and findings as well as how to best prepare for the challenges and opportunities of the next 12 to 18 months, even while considering what we should be aiming for, and using our influence and resources to make happen, in 3–5 years.

Wharton and Penn have a host of impressive alumni who are now finding one another in this community of innovators who are redefining the landscape. Thanks so much to those of you who have connected with us. We encourage you to continue to reach out, reconnect, and leverage this community to make a positive impact on the field and on the world.

We also want to acknowledge the students and student organizations with whom we have partnered to create bridges and dialog between the WFoA Innovation Network Community and students across disciplines at Wharton, Penn and beyond, through the open, online courses we'll be creating. You make us all hopeful for the future. Be brave to strive for the triple wins for brands, people, and society in the work you do after graduation. We are just getting started and you are an essential driver for a better future.

All of this would not have been possible without Al West. Through his support of Wharton's SEI Center for Advanced Studies in Management, which he and Jerry founded in 1990 and where we have incubated the WFoA Program since 2008, Al has been our primary visionary and benefactor, continuing his investment is us and in our mission, year after year. Thank you, Al, for enabling what has become so widely and globally valued and appreciated.

We are also grateful to our other early stage funders who individually believed enough in the importance of our mission to champion corporate gifts when they were, and in some cases still are, at these companies: Sanjay Govil at Infinite; Sebastien Lion at Mars Petcare. Laurent Larguinat at Mars Marketing Lab; Andres Siefkin at Daymon; Christopher Lyons at Kodak; Alan Hallberg at Lenovo and at RFMD; Paul Bascobert at Bloomberg Media; and Graham Mudd at Facebook.

We want to give particular mention to the leaders of closely-held organizations who embrace the WFoA vision and have devoted a portion of their budgets to the Program, in addition to their time, over multiple years: Karsten Koed, Gorm Larsen and Zornig; Denise Larson and Gary Reisman, NewMediaMetrics; Kirk Cheyfitz, Story Worldwide; and Mitchell Reichgut and Dan Feldstein, Jun Group. Your personal commitment has been an inspiration and an engine.

Many in our community found other ways to support us along the way. Early on, Chuck Porter tapped the creativity of Mike del Marmol at CP+B to create our first logo and put us in touch with the people on his team and at Dominos to provide information and insights for our first “Insight Report” that we hope will become a model for future case studies. Cindy Goodrich and Sofia Buschmann at Google were the masterminds in co-creating our Fast. Forward Channel on YouTube in 2009 and we had a blast conceiving, launching, and scaling it together. Matt Scheckner and his indomitable, unflappable Advertising Week team welcomed us on very short notice beginning in 2009 to conduct roving interviews with the remarkable set of thought leaders he assembles each year. Scott Goodson, founder of StrawberryFrog, helped conceive and seed our first annual Super Bowl Tweet Meet in early 2011, which continues – thank you to all who have taken time away from the chips and guacamole to be part of this tradition. Celia Berk, our first GAB member from the HR world (how prescient was that!), offered to reach into her Y&R network many times to find hosts for our roundtables (Paris and Beijing), to bring research expertise, and to engage others from the executive ranks. Chris Yeh continues to generously provide us invaluable access to the PBWorks online collaboration platform to help us manage all aspects of the WFoA Program. How fortunate were we that the inimitable Phil Cowdell stepped up to become one of our trusted advisors. Barry Libert introduced us to our website co-creator/partner par excellence, Doug Ward (WatersWard), and underwrote the first year of development to make the WFoA Program, and the Advertising 2020 project in particular, accessible and interactive. Thank you, TED, whom we sought to emulate.

As WFoA was incubating in the SEI Center, we relied extensively on Katherine Rohan Grosh and Chu Hui Cha for their tremendous support in establishing the board, organizing meetings and conferences, and juggling Jerry's time and commitments. Megan Gillespie has taken over as close collaborator in that role while keeping the Center moving forward and developing new initiatives. Thank you for always being there for us.

Since the inception of the Program, and throughout the development of this book, we have been fueled by the intellect, energy, and dedication of the most wonderful team of Penn and Wharton undergraduate student research and administrative assistants. To all of you, we thank you for your contribution. In particular, there are a few who have really gone above and beyond to bring so much extra effort and value to this program and this manuscript including especially Elijah Cory, Imran Cronk, Raina Dhir, Zak Knudson, Carolyn Koh, Nicole Laczewski, Kaitlin Leung, Adam Rawot, Evan Rosenbaum, Hailey (Weiss) Suyumov, Jill Wang, Molly Wang, and Kelly Yao.

In addition, we are grateful to Sanjay Govil, who has supplied us with a wonderful group of high school and college students during the summers to provide research and administrative support while immersing themselves in the ongoing work of the Program.

In the last few years we have been incredibly fortunate to work with part time staff assistants who defy the term. Each came on to help with “administrative support” while pursuing advanced degrees, yet with their intellectual curiosity, creativity, professionalism, talent, and flexibility offered us so much more than we imagined. In succession we are grateful for Maisie Pascual, who helped us get our administrative house in order; Matt Wiegle, who shared his facility with words, graphics, and databases; and most recently, Alexis Rider who took on a tremendous amount of ownership in navigating so many critical aspects of the manuscript in its final stages and who distills the key insights from our live radio show into a highly readable blog. Thank goodness she is willing to stay with us through the rest of her PhD work in the History and Sociology of Science.

Alexa de los Reyes joined in 2010 in what was supposed to be a part-time administrative support role. But she soon emerged as a full-on co-creator and co-owner of the Program. She has been instrumental in expanding the involvement of the community, the student research assistants, the website content, the EG II Conference, the Advertising 2020 Project and pretty much everything else it took to build WFoA. Her sensibilities as an accomplished artist, her talent as a writer, her warmth as a person, and her healthy skepticism of advertising have graced all facets of WFoA. She has contributed so much to the heart and soul of WFoA and to the content development of this book with constancy, honesty, diligence, and laughter. As the book project began to heat up, she moved to focus her energies on helping to create chapters and marshal them to completion, and she still retains the role of resident historian, advisor, and confidant. Our love and thanks to Alexa, and in turn to Gastón, Inigo, and Eliam for their support of her throughout this endeavor.

We are so grateful that when Kelly Rhodes graduated from Penn with high honors in the spring of 2014, she chose to take a full-time position to help run the Program. And what an impact she has made. Her dedication and wisdom, positive, can-do attitude, unbounded enthusiasm, intelligence and resourcefulness has enabled us to more fully support and enable our growing WFoA network to innovate, inspire and learn. Kelly represents the best of what the next generation is bringing to our world. We treasure all that she has to offer and look forward to being part of her growth and life-long success.

We are thankful for the collaboration and friendship between us that began back on campus as we—Jerry as the founding Director and Catharine as a founding Fellow in Wharton's Lauder Institute for Management and International Studies—helped to shape that program as pioneers. And now these many years later, reconnecting to co-create and evolve this Wharton Future of Advertising mission, program, community, and content. We have grown together by working together and celebrate the yin and yang that our different yet complimentary backgrounds and personalities bring to this endeavor. We cherish the closeness that we share and the path that we have forged. And we look forward to continuing to find important and impactful ways, in collaboration with others, to make the future a better place in this particular and important space.

And finally, we thank our families and loved ones, who have been our rock and our inspiration throughout this project and especially as the book deadline loomed … and loomed. John, Lee, Mark, Gavi, and Barbara; Olivia, Lizzy, Stan, Terry, Bill, and David, your sincere understanding, support, encouragement, patience, constancy, and love sustained us through this entire journey, and throughout the personal circumstances we both faced along the way. To the extent that positive change happens as a result of this book, we dedicate it to you.