--- title: Advertising is Dead; Long Live Advertising description: Andrew Essex's new book "The End of Advertising" describes how companies must change what they do and don't consider ads canonical: https://time.com/4828078/advertising-dead-book-review/ author: Sarah Begley article:opinion: true article:content_tier: free article:published_time: 2017-06-22T10:47:32.000Z article:modified_time: 2026-02-23T16:15:49.918Z article:section: Ideas og:title: Advertising Is Dead; Long Live Advertising og:description: The new book "The End of Advertising" details how companies must change og:url: https://time.com/4828078/advertising-dead-book-review/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blta435e8135a316782/6988d2cb0b72e32df66ee58f/citi-bike-new-york.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 og:image:width: 6943 og:image:height: 3905 og:image:alt: 170622_Citi bike riders og:type: article twitter:card: summary_large_image twitter:title: Advertising Is Dead; Long Live Advertising twitter:description: The new book "The End of Advertising" details how companies must change twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blta435e8135a316782/6988d2cb0b72e32df66ee58f/citi-bike-new-york.jpg?branch=production&width=1200&quality=75&auto=webp&crop=16:9 ---  # Advertising Is Dead; Long Live Advertising > Sponsored content. 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Mark Kauzlarich—Bloomberg via Getty Images by [Sarah Begley](https://time.com/author/sarah-begley/) ## Sarah Begley Jun 22, 2017 10:47 AM UTC In the future advertisers will ask not what their customers can do for them, but what they can do for their customers. Or so argues [Andrew Essex](https://twitter.com/AndrewEssex), the former CEO of advertising agency Droga5, in [_The End of Advertising_](https://www.amazon.com/gp/product/0399588515/?tag=timecom-20), which highlights how brands must do more to break through in the age of [ad blockers](http://time.com/4444829/facebook-ad-blocker/) and commercial-free streaming. Consider [Lego](http://www.thedrive.com/watch-this/11174/this-ultimate-lego-crash-test-uses-a-200-mph-pneumatic-cannon) and [American Girl](http://time.com/money/4671074/american-girl-boy-doll-logan-everett/), which sell toys through movies designed to entertain their target audience, or Citibank, whose sponsorship of New York City’s bike-sharing program did wonders for its brand. (During the two years following Citi Bike’s launch in 2013, the number of people who said they would consider giving their business to Citibank rose by 43 percentage points, according to company data.) Eventually, Essex writes, it may even become commonplace for corporations to sponsor [infrastructure](http://time.com/4718089/can-washington-fix-infrastructure/) projects, like highways and bridges, as consumers continue to applaud brands that are “looking to add value to people’s lives rather than annoy them.” ```json [{"@context":"https://schema.org","@type":"OpinionNewsArticle","@id":"https://time.com/4828078/advertising-dead-book-review/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/4828078/advertising-dead-book-review/"},"headline":"Advertising Is Dead; Long Live Advertising","datePublished":"2017-06-22T10:47:32.000Z","dateModified":"2026-02-23T16:15:49.918Z","description":"The new book \"The End of Advertising\" details how companies must change","url":"https://time.com/4828078/advertising-dead-book-review/","keywords":["Books","Advertising","Media"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blta435e8135a316782/6988d2cb0b72e32df66ee58f/citi-bike-new-york.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Sarah Begley","jobTitle":null,"url":"https://time.com/author/sarah-begley/"}],"articleSection":"Ideas","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blta435e8135a316782/6988d2cb0b72e32df66ee58f/citi-bike-new-york.jpg?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"170622_Citi bike riders","caption":"Commuters Use Citi Bikes As Program Expands Into Other Boroughs","creditText":"Mark Kauzlarich—Bloomberg via Getty Images","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/ideas/","name":"Ideas"}},{"@type":"ListItem","position":2,"item":{"@id":"/tag/books/","name":"Books"}},{"@type":"ListItem","position":3,"item":{"@id":"https://time.com/4828078/advertising-dead-book-review/","name":"Advertising Is Dead; Long Live Advertising"}}]}] ```