Mark Rukman: Translating History Into Advertising

Mark Rukman: Translating History Into Advertising

I chatted with brand planner Mark Rukman about his quest to translate historical ways of thinking into advertising. Mark likes to joke that, as a historically obsessed, private-sector strategist, he thinks of himself as a nineteenth-century gentleman scholar working in the "Department of Analogies." We discuss Mark's journey from a childhood in the USSR to the lifeblood of capitalism: the advertising industry. Along the way, we explore the nonlinearity of life choices, historical rhythms and events, and even a few unresolved differential equations. Throughout our conversation, we return to history as a surprisingly powerful source of order and clarity in a chaotic world—and as an underused source of insight for brand strategy. Last but not least, we talk about Mark's witty new show, "Old Takes," in which he tackles the hottest cultural trends and historicizes them, showing that if we look back far enough, we've often seen them before. Learn more about your ad choices. Visit megaphone.fm/adchoices Support our show by becoming a premium member! https://newbooksnetwork.supportingcast.fm/new-books-network

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L. L. Madrid, "My Lips, Her Voice" (Creature Publishing, 2025)

L. L. Madrid, "My Lips, Her Voice" (Creature Publishing, 2025)

L.L. Madrid's My Lips, Her Voice (Creature Publishing, 2025) takes place in Copper City, a town who's bloody history is steeped in ghost stories and whispers of serial killers, but three girls have ca...

4 Heinä 35min

Sadiah Qureshi, "Vanished: An Unnatural History of Extinction" (Penguin, 2025)

Sadiah Qureshi, "Vanished: An Unnatural History of Extinction" (Penguin, 2025)

Anyone alive today is among a tiny fraction of the once living: over 90% of species that ever existed are now extinct. How did we come to think of ourselves as survivors in a world where species ca...

4 Heinä 39min

Jonathan L. Friedmann, "Chai Noon: Jews and the Cinematic Wild West" (U Wisconsin Press, 2025)

Jonathan L. Friedmann, "Chai Noon: Jews and the Cinematic Wild West" (U Wisconsin Press, 2025)

Only a few Westerns contain explicitly Jewish stories or themes, and very rarely do Old West tales involve identifiably Jewish characters. Yet Jewish contributors have shaped the Western—once Hollyw...

4 Heinä 1h 11min

Tyler Girard, "Financial Inclusion: How an Idea Became a Global Agenda" (Stanford UP, 2026)

Tyler Girard, "Financial Inclusion: How an Idea Became a Global Agenda" (Stanford UP, 2026)

The number of people in the world with a bank account or money service provider increased by 2 billion over the past decade. This phenomenon reflects what Dr. Tyler Girard calls the global financia...

4 Heinä 39min

How “They” See “Us” with editor Madeleine Schwartz

How “They” See “Us” with editor Madeleine Schwartz

The remarkable political ascent of Donald J. Trump and his sustained grip on a certain segment of American society have given fresh life to a question as old as Tocqueville’s visit to Jacksonian Ameri...

4 Heinä 39min

Rachel Silveri, "The Art of Living in Avant-Garde Paris: Ethics and Self-Making in Dada, Simultanism, and Surrealism" (U Chicago Press, 2026)

Rachel Silveri, "The Art of Living in Avant-Garde Paris: Ethics and Self-Making in Dada, Simultanism, and Surrealism" (U Chicago Press, 2026)

With The Art of Living in Avant-Garde Paris: Ethics and Self-Making in Dada, Simultanism, and Surrealism (University of Chicago Press, 2026), Rachel Silveri takes a fresh look at the desire to unify...

4 Heinä 58min

Carrie LeVan, "Neighborhoods Matter: How Place and People Affect Political Participation" (NYU Press, 2026)

Carrie LeVan, "Neighborhoods Matter: How Place and People Affect Political Participation" (NYU Press, 2026)

Participation in official governmental institutions and activities has declined dramatically. Americans are less inclined to express trust in, or cooperate with, political leaders and each other t...

4 Heinä 1h 1min

Gajendran Ayyathurai, "Tamil Buddhism and Brahminism in Modern India: Deep Resistance Against Caste" (Oxford UP, 2026)

Gajendran Ayyathurai, "Tamil Buddhism and Brahminism in Modern India: Deep Resistance Against Caste" (Oxford UP, 2026)

Tamil Buddhism and Brahminism in Modern India: Deep Resistance Against Caste (Oxford University Press, 2026) explores Tamil Buddhism in modern India, focusing on its emergence as a response to caste...

4 Heinä 1h 36min

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