David Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook.
Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of "digital". He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the "noise" surrounding digital to outline some essential truths and offer sound practical advice.
Miles Young has been the worldwide chief executive and CEO of Ogilvy & Mather since 2009. Young started working in advertising immediately after graduating from Oxford where he read modern history. He joined Ogilvy & Mather in 1983 and was appointed to the board in 1986. In 1995 Miles joined the worldwide board and became chairman of Ogilvy & Mather Asia Pacific in Hong Kong.
Overture; Section I Content and the New World: The Digital Revolution, Pervasive Creativity, The Post-Modern Brand, Globalization 3.0, Today's Brand; Section II The Faces of Content/How to Bring Content to Life: Storytelling, The Taxonomy of Content, Creativity and Technology, Distribution Systems of Content, Creating Content; Section III The Fuel of Content Data: Levers of Content; Section IV Clients, Culture and Courage; Epilogue: Agility and the Agency of the Future.