Twenty years ago an advertiser could reach eighty percent of the American population with just three television commercials. Today it takes 150. Advertising is suffering because of the lack of innovation within the traditional advertising formats and the power that media fragmentation and technology give to consumers to tune out the noise.

The new buzzwords are guerrilla, stealth, ambush, buzz, viral, grassroots, wildfire, and ambient, and Tom Himpe is the first to harness them into an integrated communications approach. There is no longer one route to grab consumer attention, and Advertising is Dead is the only complete survey of this global shift.

Tom Himpe is a European strategic planner on key brands. Will Collin is founding partner of the award-winning UK agency Naked Communications.