YORAM (JERRY) WIND is the Lauder Professor and Professor of Marketing at The Wharton School and the founding Director of the Wharton SEI Center for Advanced Studies in Management, the Wharton Fellows program and co-founder of the Wharton Future of Advertising Program. He led the development of the Wharton globalization strategy, the creation of the Wharton Executive MBA program, as well as the reinvention of its curriculum. He has received numerous marketing awards, including the Buck Weaver Award (2007), the Charles Coolidge Parlin Award (1985), AMA/ Irwin Distinguished Educator Award (1993), and the Paul D. Converse Award (1996). CATHARINE FINDIESEN HAYS is the founding Executive Director of the Wharton Future of Advertising Program, a leading research center bridging practitioners and academia. She earned her graduate degrees at Wharton and Penn as a Lauder Fellow and led pioneering marketing, strategy and sales teams during a 15-year career at AT&T. She can be heard on air as a host of “Marketing Matters” on Business Radio Powered by the Wharton School on Sirius XM 111. THE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK is the influential and growing global community of forward-thinking collaborators from across industry and academia committed to advancing the scope, value, and impact of “advertising”. WFOA.WHARTON.UPENN.EDU

• Acknowledgements xvPreface: Who Should Read This Book? xxiPart I: The Motivation for Change 1Chapter 1: The Five Forces Driving the Need for Change 5Chapter 2: Challenging Entrenched Mindsets about “Advertising” 25Part II: Toward a New Model Beyond Advertising 45Chapter 3: Aligning for Win-Win-Win Impact 51Chapter 4: Orchestrating Value Creation across All Touchpoints 73Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85Chapter 6: The Expanded Power of Context: M.A.D.E.s 109Part III: What to Do Now to Get Ready for—and Co-create—the Future 125Chapter 7: Embrace Adaptive Experimentation 131Chapter 8: Leverage Organizational Architecture 147Chapter 9: Transcend Silos and Barriers 173Chapter 10: A Global Movement toward a More Desirable Future 193Appendix 1: The Backstory The Wharton Future of AdvertisingProgram and the Advertising 2020 Project 197Appendix 2: Advertising 2020 Contributors 203Appendix 3: WFoA Global Advisory Board 215Appendix 4: Planning and Conducting an Experiment 219References 223Index 237