It is certainly interesting to draw up recommendations as to how the advertising industry should abandon its current role in favour of a socially useful one." Dr. Noam Chomsky a thoroughly captivating look into marketing, the history, strategic frameworks and the changes that are happening to the industry, along with insightful recommendations on how to move forward. Peppered with delightful anecdotes, psychology insight and case studies, this is a must-read book to anyone interested in marketing. It is the art of how 60 seconds can still transform a business and society., , " Muna Abusulayman, international development expert and a prominent media personality "we are in an industry that lost its way. An industry that is exchanging the power of affecting culture, for short-term profits. Ahmad, in his book, reminds us-the intellectual prowess the ad industry once enjoyed. In the process, he's debating the most intellectual human alive! George maktabi, group CEO, webedia Arabia. In simple, personal yet powerful terms, Ahmad Abu zannad takes a stand, deconstructing cliches and confronting harsh truths to proudly reclaim advertising's unique place in the world. " . This is where the industry is heading, unless the advice in this book is pursued. What an insightful read and what an inspiring effort! " Samer showery, chief digital officer, publicist communications