ADVERTISING WORLD has been published to celebrate 50 years of the World Federation of Advertisers and reviews the important role that advertising has played over the last half century. The publication compares the effectiveness and creativity of campaigns now with those 50 years ago and also highlights some of the powerful newcomers to the advertising stage.

Developments in new technology and new media have made an enormous impact on the advertising industry by introducing new ways of communicating. ADVERTISING WORLD examines how these changes have afforded advertisers the ability to communicate with their audience in a more sophisticated way and reach global audiences more effectively than ever before. The book addresses the advertising opportunities presented by the digital era and new markets and examines the important strategic role that advertising has to play in the future as well as reflecting on the successes of the past.

Created originally in 1953 as The International Union of Advertisers Associations (IUAA), the World Federation of Advertisers today comprises nearly 50 National Associations of Advertisers from five continents and around 30 Corporate Members.

Indirectly, through the members of its National Advertisers Associations, and directly with its corporate members, the WFA represents US$ 370 billion of annual advertising investment and represents more than 5000 companies in national and multinational environments. Via its members, the WFA covers around 85 percent of global advertising expenditure. WFA is the only global organisation representing the common interests of advertisers.

The Consultant Editor for this official publication is Dianna Rienstra, who has considerable experience in working with the European Commission on a number of projects. These include the editing of various papers and newsletters, project managing international publications and writing major reports and conference proceedings. She has also worked with the World Federation of Advertisers, The International Labour Organisation and Reuter’s Foundation as well as a number of leading international companies including Levi Strauss Europe, Philip Morris Institute and Hill and Knowlton International in Brussels.