Pitch Black - by Mark S Robinson (Paperback)

About the Book

Discover how visionary creators used the power of branding to transform identity into a cultural force, turning advertising into a revolutionary tool for social change and visibility.

Book Synopsis

What if the most influential architects of modern American pop culture weren't the ad men of Mad Men, but the unsung Black creatives who built their own ad agencies in the shadows of Jim Crow?

"Pitch Black: The best Black ads of the past 50+ years, " a new book by author and advertising luminary, Mark Robinson, is destined to challenge what you think you know about American business, fashion and culture. "Pitch Black," chronicles a pivotal chapter in America's Civil Rights movement.

"Pitch Black" reveals how advertising created by Black people and for Black people became one of the most effective tools - and weapons - of the Civil Rights movement, changing the world's perception of Black America. Advertising enabled America to get to know Black people in ways that would have been impossible otherwise.

"Pitch Black" is a remarkable collection that cannot be found in any other book, library, or museum. Interspersed between chapters of historical narration, the book showcases the advertising images for each of the five decades of the past 50 years and chronicles a previously unrecorded chapter of the history of American business, fashion and culture. They reveal how Black identity, in all its freshness and different beauty, turned Blackness into a "brand" that America wanted to buy.

The book examines the history of Black America from a previously unexplored perspective.

Review Quotes

Mark Robinson has done it again. In Pitch Black he gives us an engaging picture of advertising done by and for Black folks. He's brought together a wide range of advertisements with a bunch that you'll remember and some that you've overlooked.And alongside the ads, he's brought sharp analysis written in his trademark style. And his is no mere surface analysis, Mark goes deep into the history to uncover the stories behind the creation and intention of the ads and their impact on society and Black culture. Pitch Black is a book that you should definitely buy and add to your collection.- Jason P. Chambers, Ph.D. Author, Associate Dean for DEIAssociate Professor, Advertising

"Mark S. Robinson's Pitch Black is a fantastic archive of American advertising and Black identity across decades. Overall, this is a brilliant read, and those interested in media and Black history branding, and American pop culture will enjoy it."- Asher Sayed / Reader's Favorite"Finally, someone said it out loud.I've worked in and around marketing long enough to know that Black creativity has always driven culture while rarely getting the credit. Mark Robinson changes that with this book. Flipping through decades of groundbreaking Black advertising is both a celebration and a gut punch, you see the brilliance, but you also feel the weight of how much was overlooked or co-opted. Robinson knows this world from the inside out, and it shows. This isn't just a collection of great ads; it's a cultural record that needed to exist."- Crystal G. Robert / Goodreads

Pitch Black is essential reading, a curated archive that preserves what must be included in the advertising canon. Mark Robinson and his distinguished panel of creative directors have created more than a retrospective; they've assembled evidence of creative brilliance that shaped American culture and deserves permanent recognition in our collective narrative. For students, practitioners, and anyone committed to understanding the full story of American visual culture, Robinson has given us an indispensable resource.

Robin Landa

Distinguished Professor, Kean University

Pitch Black serves as both record and remedy-a self-portrait of a people who moved from being used to sell products to mastering the art of storytelling that sells culture itself.

Robinson tells the story of Black advertising as being inseparable from the story of America-a journey from invisibility, from reflection to creation, from the era of enslavement and caricature to the rise of Black-owned agencies and the global power of Black culture as a driver of commerce.

Carol H. Williams

CEO & CCO, Carol H. Williams Advertising

Advertising Hall of Fame, Class of 2017

About the Author

Mark Robinson has spent the past 45 years in advertising at some of the industry's most prestigious agencies. Mark has been featured in Fortune magazine, The New York Times, The Wall Street Journal and Advertising Age.

Mark is a past member of the American Advertising Federation's Multicultural Marketing Leadership Council, a national touring lecturer for the Advertising Educational Foundation, and an ongoing mentor for MAIP (Minority Advertising Internship Program) for the American Association of Advertising Agencies.

Mark was chosen by filmmaker Spike Lee to co-found and manage his new agency, Spike/DDB. In 1998, Mark launched Heritage Apparel, an internet-based clothing company that celebrated African American history and heroes. In 2001, he was recognized as the Entrepreneur of the Year for the successful launch of his next company, S/R Communications Alliance; the first 100% minority-owned network of 10 multicultural advertising companies, with combined business of $225 million.

Mark's 1st book, "Place of Privilege," tells the story of the first young Black men to integrate the gilded halls of New York's ultra-exclusive and most prestigious private school, The Dalton School.

Mark's 2nd book, "Black On Madison Avenue," winner of an astounding 9 literary book awards, is part deeply personal memoir and part explosive history of what he calls "America's most un-diverse white collar profession."

Mark Robinson is the recipient of the 2023 Paragon Award from the 4A's Society of Excellence, and the 1970's Diamond of the Decade Award from the 4A's Foundation.

Mark lives in Connecticut and is a highly sought-after strategist and advisor to various clients, including political campaigns and community organizations. In 2000, Mark was appointed by the Governor to serve (as Vice Chairman) on the State's Martin Luther King Commission. He also serves on the board of directors of The Connecticut Mirror newspaper.