Miles Young – Ogilvy on Advertising in the Digital Age (2018)
English | Size: 104.94 MB
Category: Business
The late David Ogilvy, founder of the Ogilvy & Mather advertising agency, maintained that the supreme purpose of advertising was to SELL THE PRODUCT. He believed in treating the propective customer with respect: “The customer is not a moron. She is your wife.”
The “digital revolution”, as it has been called, was supposed to change the entire face of marketing. But has it? David Ogilvy died in 1999, and never anticipated digital–but if he had, he would have treated it not as a separate discipline, but as another channel, and he would again emphasize content over form. What makes an ad (or ad campaign) successful is, first and foremost, the content.
1 Codetta
2 The Digital Revolution
3 The Short March
4 The Digital Ecosystem
5 To Be, or Not to Be, a Millennial
6 The Post-Modern Brand
7 Content is King; But What Does It Mean?
8 Creativity in the Digital Age
9 Data: The Currency of the Digital Age
10 “Only Connect”
11 Creative Technology: The Sweet Spot
12 The Three Battlegrounds
13 Digital Transformations
14 Five Giants of Advertising in the Digital Age
15 My Brain Hurts
16 The New Shape of the World
17 Culture, Courage, Clients and Castanets
18 Epilogue
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