A new book says it may be time to recognize Bono as one of the geniuses of marketing.

In Campaigns that Shook the World: The Evolution of Public Relations, author Danny Rogers writes that the U2 singer's Product (RED) campaign, which was launched about a decade ago, "is one of only a dozen or so marketing campaigns that have genuinely 'shaken the world' over the past four decades." He points out that the campaign has raised more than $300 million for The Global Fund to Fight AIDS, Tuberculosis and Malaria and that its mix of celebrities and corporations "has created a new model for corporate social responsibility campaigns."

Rogers explains that, "(RED) encourages consumers to buy certain products on the basis that a percentage of their purchase fee would go directly to a specified good cause. The mechanics are upfront and honest and the charity delivery process is set up to be transparent and first class." He says "this complex coalition between brands, celebrities, politicians and consumers that has changed the thinking of marketing departments around the globe, both within corporations and NGOs."

Rogers quotes Bono's own PR adviser Matthew Freud calling him, "One of the great global marketeers and the world’s greatest popular communicator." (Irish Times)