Randall Rothenberg

"For all the right reasons." "Cars that can." "What to Drive." "The perfect Car for an Imperfect World." Only one of these slogans would be chosen by Subaru of America to sell its cars in the recession year of 1991. As six advertising agencies scrambled for the account and the winner tried to churn out the Big Idea that would install Subaru in the collective national unconscious, Randall Rothenberg was there, observing every nuance of the chaos, comedy, creativity, and egotism that made up an ad campaign.One can read Rothenberg's book as the behind-the-scenes chronicle of the brief and very troubled marriage between a beleaguered automobile company and Wieden & Kennedy, an aggressively hip ad agency whose creative director despised cars. One can read it as a history of advertising's journey from the conventionally upbeat slogan "Helps Build Strong Bodies 12 Ways" to the supercool nineties minimalism of "Bo Knows." Either way, Where the Suckers Moon is a face-paced, insightful, and occasionally appalling look at an industry whose obsession with image has affected our entireculture.

The former advertising columnist for the New York Times provides a close-up look at the advertising industry, following Subaru of America as the company selects a new ad agency and tracing the history of American advertising. 25,000 first printing. Tour.

Book by Rothenberg, Randall

Pentagram is an international design consultancy founded in 1972 with offices in New York, London, San Francisco, and Austin, Texas. Pentagram Book Five is the company's fifth monograph, highlighting 50 case studies of its projects from the last five years -- 1993 through 1998 -- across the fields of graphic design, industrial design, and architecture. Pentagram Book Five is both a celebration of the creativity and a testimony to the collaboration of Pentagram's partners, each of whom brings an individual voice to the firm's idea-based design. From the start, Pentagram's partners balked at the common practice of designing in the vacuum of specialization, choosing instead to bring together a broad range of designers, disciplines and backgrounds to collaborate on projects. The combined efforts of these architects, product designers, and graphic designers have landed them coveted work with such diverse clients as the American Institute of Architects, Coca-Cola, Swatch, and Toshiba, who chose Pentagram for the unique perspective this collaboration brings. Edited and introduced by communications journalist Randall Rothenberg, Pentagram Book Five is also a how-to, giving insights to the way Pentagram's partners approach the problems given them by their How to bring new audiences to a struggling theater? How to make computers a natural part of the kitchen? How to sell the Bible to readers of contemporary fiction? How to create a feeling of "heritage" in a manufactured town? Each case study takes the reader through the designers' and clients' thought processes and shows why the project is successful, in terms of both business and design requirements. Pentagram partners represented in the book Lorenzo Apicella, James Biber, Michael Bierut, Robert Brunner, Michael Gericke, Kenneth Grange, David Hillman, Kit Hinrichs, Angus Hyland, John McConnell, Justus Oehler, Woody Pirtle, John Rushworth, Paula Scher, Daniel Weil, and Lowell Williams.

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