Pioneers of Digital (Paperback)

Success Stories from Leaders in Advertising, Marketing, Search and Social Media

By Paul Springer, Mel Carson

Kogan Page, 9780749466046, 224pp.

Publication Date: November 28, 2012

List Price: 24.95*
* Individual store prices may vary.


Pioneers of Digital
showcases the stories behind key people who have fundamentally influenced the way advertising, marketing, search and social media have evolved during the internet era.

Springer and Carson have tracked down and documented behind-the-scenes insight, decisions and opinions that inspired digital phenomena such as Virtual Reality, Dove's "Real Beauty" campaign, Obama's 2008 presidential campaign, celebrity take-up of Twitter and Artists Without a Label, a free digital music distribution service for independent artists.

The 20 digital entrepreneurs profiled span the globe; some performed their ground-breaking work in environments like Google, Facebook, Microsoft, Victors & Spoils, OgilvyOne, R/GA, AKQA, Sapient Nitro and Apple, while others performed digital miracles all on their own. Together these stories expose the secrets of success from pioneers that everyone can learn from. Packed full of unique insight, Pioneers of Digital provides advice and inspiration for readers interested in twenty-first century commercial online thinking. More at

The pioneers:

Thomas Gensemer MyBO and Obama's 2008 Presidential Campaign

June Cohen Hotwired and

Denzyl Feigelson iTunes Advisor and Artists Without A Label

Vanessa Fox Google and Nine By Blue

Gurbaksh Chahal ClickAgents and BlueLithium

Jaron Lanier Virtual reality and Microsoft Research

Angel Chen OgilvyOne China

John Winsor Victors & Spoils

Danny Sullivan Search Engine Land

Alex Bogusky, Bob Cianfrone Burger King's Subservient Chicken

Avinash Kaushik Digital marketing evangelist, Google

Carolyn Everson MTV Networks and Facebook

Malcolm Poynton Dove Campaign for Real Beauty

Qi Lu Yahoo , Microsoft and Bing

Ajaz Ahmed AKQA

Martha Lane Fox and the UK government's digital champion

Kyle MacDonald One Red Paperclip

Jess Greenwood Contagious Magazine and R/GA

Zhang Minhui

Stephen Fry

About the Author

Mel Carson is founder of Delightful Communications, a Seattle-based Social Media Strategy, Digital PR & Personal Branding consultancy. An industry veteran, his most notable role has been a seven year stint as Microsoft Advertising's Digital Marketing Evangelist where he built his reputation as an accomplished blogger and conference speaker on search marketing, social media and online advertising. Originally from London, he's also lectured on MBA and MSc courses at Birkbeck College and Cranfield University in the UK. Paul Springer is Head of Research for Design, Media & Management and a communications Professor at Buckinghamshire New University (UK). He is an advisor to the China Advertising Association and Chairs the Research committee of the European Foundation of Commercial Communications Education. Springer has written for Admap, Brand Strategy and China Advertising. He is the author of Ads to Icons, (published by Kogan Page, 2009).

Praise For Pioneers of Digital: Success Stories from Leaders in Advertising, Marketing, Search and Social Media

"These very insightful stories are perfect for those fascinated by the history of digital." --Sir Martin Sorrell, CEO, WPP

"If you embrace new media and the spell it has cast over advertising and the world in general, this may be your lucky day…These concise profiles makes for quick reading, with useful 'sound bytes' at the end of each chapter…Readers will feel like kids in a digital candy shop." --Publishers Weekly 

"The 20 tech stars [Springer and Carson] feature in the book emphasize simplicity — solving everyday problems with easy-to-grasp solutions." --Investor's Business Daily

"Pioneers of Digital makes for compelling reading about fascinating innovators. Their curiosity, passion, drive and enthusiasm for using technology in creative ways to help people connect and interact is both contagious and inspirational." --USA Today 

"Springer and Carson have done a commendable job of collecting diverse examples representing a wide array of fascinating applications while drawing general conclusions about digital innovation. 'Our aim with this book is to inspire,' write the authors. Most readers will find Pioneers of Digital does exactly that." --ForeWord Reviews

"[A] treasure trove of concepts that guide the reader into the direction of becoming a future pioneer. The various stories have both a standard framework, and a unique sense of the individuals and their vision. The opportunity to learn from the successes of the pioneers, and how to learn from their experiences, transforms the book into a powerful teaching and learning tool for the aspiring digital innovator...I highly recommend the insightful and success oriented anyone seeking an anthology of informative and idea filled profiles of successful pioneers in the digital world." --Blog Business World 

"Great book.  Easy read.  Each chapter is stand alone so it is an easy book to put down and pick up again." --Jim Estill

"The book provides an interesting series of anecdotes focusing on excellent work and success stories along with the lessons that can be learned to have an impact on the digital industry and the wider world." --Contagious Magazine

"Readers interested in social media or seeking interesting business people for professional inspiration will be more than satisfied. Ultimately read Pioneers of Digital to know what it takes to truly stand out in your field." --SmallBizTrends