Mark Tungate
Mark Tungate
Journalist and author at Adforum
Paris, France
Edit

Mark Tungate Publications

International dishes with a French touch

24 March 2025
International dishes with a French touch
The Good Company’s Mangez Français (“Eat French”) campaign for Monoprix encouraged consumers to use French ingredients, even when cooking dishes from around the world. How was the idea cooked up? We spoke with the agency’s Managing Director Jeanne Neuschwander and Executive Creative Director Nicolas Gadesaude.

When brands urge us to get busy

19 March 2025
When brands urge us to get busy
We’ve selected some gardening and home improvement campaigns to help shake off that winter sluggishness and get cracking on new projects.

A tragedy becomes a call for help

19 March 2025
A tragedy becomes a call for help
VML Belgium and Child Focus did something that might seem unthinkable. They reactivated the phone of a boy who'd taken his own life. But the cause was a good one...

Learn (and earn) while you play

17 March 2025
Learn (and earn) while you play
The mission was to address the UK’s labour shortage, attracting job candidates while showing that IKEA “does careers differently.” Alongside Weber Shandwick, Rapp, The Gang – and of course IKEA’s own marketing team – Mother London came up with a brilliant solution.

When clients mess with Vincent and Frida

12 March 2025
When clients mess with Vincent and Frida
Creating great art is hard enough as it is, without outsiders giving their “feedback”. And yet that’s the situation creatives in any commercial environment face every day. BBDO NY’s “Museum Worthy” imagines what might have happened if Vincent van Gogh and Frida Kahlo made art to order.

In tune with the soul of Milan

10 March 2025
In tune with the soul of Milan
In business as in music, overtures are important. When the Milan Symphony Orchestra first contacted Landor, the ensemble had a recognition problem. Previously, the orchestra was named “La Verdi”. As classical music enthusiasts know, Giuseppe Verdi was born near Parma. So the initial brief was clear: to strengthen the orchestra’s connection to the city of Milan.

Serviceplan’s canine seismologists

06 March 2025
Serviceplan’s canine seismologists
Dogs have a number of gifts that resemble superpowers, from their absurdly powerful sense of smell to the ability to detect changes in air pressure, as well as low-frequency sounds. Turns out they can also predict earthquakes – a talent that inspired Serviceplan to create a potentially life-saving innovation.

The brand that may outlast us all

24 February 2025
The brand that may outlast us all
Beko’s pitch was simple: it wanted to communicate the reliability of its domestic appliances, and challenged VML to come up with the ultimate idea. The brief was global and open to the entire network.

Photographing a witness of the Holocaust

20 February 2025
Photographing a witness of the Holocaust
The powerful photograph of this admirable woman – taken by Wim Wenders, no less – was the latest in a long line. Scholz & Friends launched the campaign in 1995. Inspired by an even earlier illustration, from the 1950s, it features a famous person hidden behind a newspaper. The full slogan is: “There’s always a brilliant mind behind it.”

VML: Creativity through collaboration

19 February 2025
VML: Creativity through collaboration
Creativity is sometimes associated with small, agile agencies – we called them “hot shops” back in the day – rather than city-sized networks. So how do you foster creativity across so many agencies and countries?

Hitting the Nazis in their merch

13 February 2025
Hitting the Nazis in their merch
Of all the ideas that have ever surfaced in an advertising agency, one of the most unexpected must be: “We’re going to fight the neo-Nazis – but using intellectual property rights.” It’s a bit like the Chicago cops deciding to bust Capone by charging him with tax evasion. Even if it sounds counter-intuitive, it’s effective.

Escape required? Dive into the Super Bowl

10 February 2025
Escape required? Dive into the Super Bowl
It’s early days in an already turbulent new presidency, but the Super Bowl will always be the Super Bowl, at least from an advertising point of view. The writer David Mamet once described it as a legitimate national holiday, along with the Oscars. The event is escapist.

Using a famous lens to condemn war

04 February 2025
Using a famous lens to condemn war
The campaign, which recently won an Epica Award, puts Robert Capa’s images in a modern context to ask why the kind of wars he photographed are still being waged.

30 years of BETC: “We’re still a very young agency”

03 February 2025
30 years of BETC: “We’re still a very young agency”
Anyone who cares about advertising no doubt has a favourite BETC campaign...In any case, you’ll have plenty of opportunity to review BETC’s greatest hits over the coming months, because the French creative powerhouse is celebrating its 30th birthday this year.

The Future is Back

16 January 2025
The Future is Back
It’s time for our annual round-up of predictions for the year ahead. Stand by for healthier living, sustainable AI and a social media backlash.

When the press rewards creative prowess

16 December 2024
When the press rewards creative prowess
The 2024 Epica Awards once again allowed a jury of leading journalists to celebrate creativity. Here are some of their choices.

Claire Young, Girl&Bear: “Any opportunity to elevate the makers, and I'm there.”

28 November 2024
Claire Young, Girl&Bear: “Any opportunity to elevate the makers, and I'm there.”
Girl&Bear has grown year on year since it launched in 2021, and its skilled team of “makers” has recently expanded to new outposts in Prague and Madrid.

Christmas done differently

21 November 2024
Christmas done differently
This year’s festive ads are falling like early snow, with many joyful films among them. But is there another way of capturing the Christmas spirit?

Lucas Peon, The Gate London: “I would love for people not to be able to guess what we’re going to do next.”

18 November 2024
Lucas Peon, The Gate London: “I would love for people not to be able to guess what we’re going to do next.”
Creativity doesn’t have a geographical location, but it may be that the more places, people and cultures you experience in life, the more inspiration you have to draw on. If that’s the case, then Lucas Peon has an advantage.

Robyn D’Arcy, AMV BBDO: Data, but make it emotional

04 November 2024
Robyn D’Arcy, AMV BBDO: Data, but make it emotional
AMV BBDO’s approach to data is “data with a soul”, or data as a form of storytelling. Both sound reassuring, but what do they mean in practice?

Giving imprisoned journalists a voice

31 October 2024
Giving imprisoned journalists a voice
Many journalists around the world are behind bars simply for doing their job. The Paris-based agency BETC, along with Reporters Without Borders and the French magazine Society, found a way of enabling them to express themselves. Not just beyond borders, but beyond prison walls.

Campaigns for the scariest season

18 October 2024
Campaigns for the scariest season
Halloween is just around the corner, so it’s time to gather around the cauldron and see what creative campaigns bubble up.

A new era for Herezie

10 October 2024
A new era for Herezie
The four newcomers are likely to have a strong influence on the agency’s future direction.

During Pink October, a French insurer acts on breast cancer discrimination

09 October 2024
During Pink October, a French insurer acts on breast cancer discrimination
French insurer CNP Assurances and the agency The Good Company are using real estate billboards marked “Not For Sale” to make a point during breast cancer awareness month, known as “Octobre Rose” in France.

Frédéric Raillard on [Ai]magination: “We want to keep humans at the core”

07 October 2024
Frédéric Raillard on [Ai]magination: “We want to keep humans at the core”
Currently [Ai]magination has around 35 people across all FRED & FARID offices and has already worked with a number of clients, including LVMH, L’Oréal, Valentino, Ferrero, Heineken and Fox Studios, to name a few.

Andrew Dimitriou on his new role at DEPT: “I need to tell the world what I’ve discovered here.”

27 September 2024
Andrew Dimitriou on his new role at DEPT: “I need to tell the world what I’ve discovered here.”
After 25 years at various iterations of Young & Rubicam – now VML, of course – he has joined DEPT as its first Global Chief Client and Growth Officer.

WE ARE Pi's Nike-backed sports blockbuster

26 September 2024
WE ARE Pi's Nike-backed sports blockbuster
Nike is famous for 30 or 60-second ads that capture in a kinetic flash the essence of how it feels to be an athlete. The brand’s latest film – created by Amsterdam agency WE ARE Pi – is an entirely different beast.

The French army throws down the gauntlet

18 September 2024
The French army throws down the gauntlet
Young people are asked if they’re up to the challenge of serving their country in a new recruitment campaign from Dentsu Creative.

When campaigns go back to school

06 September 2024
When campaigns go back to school
Yep, it’s that time of the year again, which means we can take a look at some campaigns that deserve top marks.

Claire Atkinson, Epica Awards 2024 Jury President: “I’m fascinated by commercial messaging and the way companies speak to us.”

03 September 2024
Claire Atkinson, Epica Awards 2024 Jury President: “I’m fascinated by commercial messaging and the way companies speak to us.”
Her impressive career has included stints at the New York Post, where she spent seven years covering media, then NBC News, where she was senior media editor.

Jonathan Emmins, Amplify: “Just because something’s difficult, doesn’t mean you shouldn’t do it.”

31 July 2024
Jonathan Emmins, Amplify: “Just because something’s difficult, doesn’t mean you shouldn’t do it.”
It’s always interesting to see to what extent the founder of an agency resembles their business. Jonathan Emmins, founder and Global CEO of Amplify, seems energetic, curious and forward-looking. What could be better for a buoyant indie agency that’s somewhat outside the mainstream?

Why sport still scores with brands

30 July 2024
Why sport still scores with brands
People – and brands – can’t get enough of sport. Even in today’s media environment, where streaming and social media draw millions of eyeballs, events like the Olympic Games have the power to stir up a fervor over broadcasting rights and sponsorship deals.

Brave Spark: Erasing the gap between thinkers and makers

29 July 2024
Brave Spark: Erasing the gap between thinkers and makers
It’s sometimes a good idea to create something out of frustration: to solve a problem nobody else seems willing to address. That’s what happened with Brave Spark, founded by Rob Drake and Robin Shek in 2010. They felt that production and creativity were working too far apart. Their creative studio – which fused the two – was the result.

Amélie Ebongue: playing a role in a global conversation

18 July 2024
Amélie Ebongue: playing a role in a global conversation
A unique experience of understanding various cultural insights from all over the world, but also learning from brands' standpoints and concrete positions via powerful campaigns with meaningful messages.

Why The Gate is doing more than OK

17 July 2024
Why The Gate is doing more than OK
It's been two years since we last sat down in Cannes with Jamie Elliott, CEO of The Gate. So what’s new at this compact but ambitious UK agency?

Teemu Suviala, Landor: “When there’s an atmosphere of trust, you loosen up, have fun and take more risks.”

10 July 2024
Teemu Suviala, Landor: “When there’s an atmosphere of trust, you loosen up, have fun and take more risks.”
Teemu Suviala is passionate about all forms of design. Experimentation is part of his job description – and maybe even his mission in life.

When advertising is in Olympic form

08 July 2024
When advertising is in Olympic form
As France gears up for the Olympic Games, we take a look at some of the campaigns inspired by the event.

PJ Pereira: A novel vision of creativity

01 July 2024
PJ Pereira: A novel vision of creativity
Most people think there’s a difference between art and technology. PJ Pereira doesn’t see a space between them. More accurately, he sees the space – and he lives in it.

Severine Vauleon: How LUX puts a brave face on beauty

27 June 2024
Severine Vauleon: How LUX puts a brave face on beauty
It’s not uncommon for a person who works for a brand to express admiration and loyalty for it – but in Severine Vauleon’s case it rings true. After all, with a gap in between, she’s worked for LUX for a total of almost ten years.

Awards are skewed male – why?

20 June 2024
Awards are skewed male – why?
During OHFG this Wednesday, for the first time, a panel was opened to the public in the Palais des Festivals. Here are some insights from the session.

Innovative expressions of Pride

11 June 2024
Innovative expressions of Pride
As June is Pride month, we decided to explore campaigns supporting the LGBTQIA+ community.

Louis-Philippe Trépanier: Making A Good Move

07 June 2024
Louis-Philippe Trépanier: Making A Good Move
The subject of cause-related communications was on Louis-Philippe Trépanier’s mind long before he became The Good Company’s latest recruit.

When the press takes a stand

15 May 2024
When the press takes a stand
With fake news still undermining facts and AI worming its way into newsrooms, the press faces more challenges than ever. Following World Press Freedom Day on May 3, we find out how journalism is fighting back.

Roisin Keown: Running an advertising hit factory in Ireland

08 May 2024
Roisin Keown: Running an advertising hit factory in Ireland
Pop music is a theme of the first part of our interview, mostly because the agency is called The Brill Building. Sound familiar? In fact, it’s a building in Manhattan that became a vital component of the music industry.

For young talent, advertising still has the power of attraction

19 April 2024
For young talent, advertising still has the power of attraction
In partnership with the IAA France, we discuss the perception of advertising among young people, and find out what efforts are being made to attract young talent to the industry. Here are some key points from the interviews.

Shilpa Sinha, McCann: “The industry is attractive because it openly welcomes people from diverse backgrounds”

18 April 2024
Shilpa Sinha, McCann: “The industry is attractive because it openly welcomes people from diverse backgrounds”
In a series of interviews in partnership with the IAA France, we discuss the perception of advertising among young people, and find out what efforts are being made to attract young talent to the industry. In the last of our four articles, we hear from Shilpa Sinha, Chief Strategy Officer APAC, McCann Worldgroup Asia Pacific.

Mary Hargreaves, Lancaster University: “Our students feel that advertising is a career they will enjoy”

17 April 2024
Mary Hargreaves, Lancaster University: “Our students feel that advertising is a career they will enjoy”
In a series of interviews in partnership with the IAA France, we discuss the perception of advertising among young people, and find out what efforts are being made to attract young talent to the industry. This time it's the turn of a teacher: Mary Hargreaves, Teaching Fellow, Advertising & Marketing degree (BA Hons), Lancaster University, UK.

Bringing people back to books

16 April 2024
Bringing people back to books
April 23 is World Book Day, so we decided to take another dive into campaigns promoting literacy and a love of books.

Bas Korsten, VML: “The ability to make a real world impact through advertising is bigger than it’s ever been”

16 April 2024
Bas Korsten, VML: “The ability to make a real world impact through advertising is bigger than it’s ever been”
In a series of interviews in partnership with the IAA France, we discuss the perception of advertising among young people, and find out what efforts are being made to attract young talent to the industry. In this article we talk to Bas Korsten, Global Chief Creative Officer, Innovation and Co-Chief Creative Officer, EMEA, VML.

Inside a new Franco-Italian agency: the story of 777

15 April 2024
Inside a new Franco-Italian agency: the story of 777
The new agency 777, created by Herezie and Armando Testa, is already handling two major accounts for automotive giant Stellantis: legendary auto brand Lancia and – as announced last week – the group’s second-hand vehicles brand, SPOTICAR.

The Escape Industry: How Iconic and Innovative Brands Built the Travel Business

October 2017
The Escape Industry: How Iconic and Innovative Brands Built the Travel Business www.koganpage.com
The Escape Industry takes readers on a journey through the evolution of this fascinating industry, from 19th century trailblazers such as Thomas Cook and The Ritz, to today's innovators such as TripAdvisor and Airbnb. A lively read full of incidents, anecdotes and unexpected encounters.

Adland: A Global History of Advertising (Second Edition)

July 2013
Adland: A Global History of Advertising (Second Edition) www.koganpage.com
Adland is a ground-breaking examination of modern advertising, from its origins and evolution to the current advertising landscape. Bestselling author Mark Tungate examines key developments in the industry, from the first print ads, to the emergence of radio and TV and the opportunities afforded by the explosion of digital media. All backed up by exclusive interviews with adland luminaries including Jean-Marie Dru, Sir Alan Parker, Sir John Hegarty, Sir Martin Sorrell and George Lois.

Fashion Brands: Branding Style from Armani to Zara (3rd Edition)

October 2012
Fashion Brands: Branding Style from Armani to Zara (3rd Edition) www.koganpage.com
Fashion Brands takes you 'behind the seams' to expose how the use of advertising, store design and the media can transform a mere piece of clothing into something with an almost mystical allure. Packed with first-hand interviews with fashion brand gurus and industry insiders.

Branded Beauty: How Marketing Changed The Way We Look

October 2011
Branded Beauty: How Marketing Changed The Way We Look www.koganpage.com
Beauty is a multi-billion dollar global industry embracing make-up, skincare, hair care, fragrances, cosmetic surgery - even tattooing and piercing. Over the years it has used flattery, seduction, science and shame to persuade consumers that they'll have to invest if they want to look their best. In Branded Beauty, Mark Tungate delves into the history and evolution of the beauty business.

Luxury World: The Past, Present and Future of Luxury Brands

October 2009
Luxury World: The Past, Present and Future of Luxury Brands www.koganpage.com
With wit, accuracy and insatiable curiosity, Luxury World takes us on a voyage around the luxury universe, slipping behind the façades of the world's most sophisticated businesses to show the reader how they function.

Branded Male: Marketing to Men

February 2008
Branded Male: Marketing to Men www.koganpage.com
Branded Male paints a portrait of the male consumer. From razor blades to beer, from aftershave to hotels, author Mark Tungate finds out which marketing messages have the most impact on male wallets. Men's bank balances may never be the same again.