Changing the World Is the Only Fit Work for a Grown Man

This is the story of a ‘sixties adman who harnessed the big ideas of his age and set out to reinvent advertising – and then change the world. In so doing he introduced interactive, PR-generating stunts, and social media – way back in the 1960s. Then he used them to save the Grand Canyon, kick-start the Green Movement, free a Caribbean island and launch Wired magazine’s ‘patron saint’, Marshall McLuhan. And he did it all with a flamboyance that inspired the likes of Tom Wolfe, John Steinbeck and the makers of the counterculture. His name was Howard Luck Gossage. These are his life and times.