The new edition of Contemporary Advertising and Integrated Marketing Communications brings with it several changes that, in our opinion, greatly enhance the comprehensive coverage that instructors and students have come to expect from the book. One change that we are very proud of is the inclusion of “People behind the Ads.” In “People behind the Ads” we introduce students to some of the important individuals from advertising’s past and present. The group includes historical giants, living legends, and fresh new faces that are helping to change the profession. We are especially excited that many of our featured professionals took time to share their thoughts with readers of Contemporary Advertising and Integrated Marketing Communications.