David Ogilvy is remembered as one of the most influential and iconic 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. However, the book was written before the digital revolution. In this new book, 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 creatively and effectively to the possibilities the digital world has to offer, counselling against leaping on the bandwagon of the latest fad. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and the enduring appeal of storytelling, to cautions about big data, harnessing the power of creative technologies and what we can learn from the latest neuroscience and emerging markets. Rounding off the book with 13 predictions for the future, miles skilfully cuts through the cacophony of our post-truth era, to outline some essential truths and sound practical advice.
|Number Of Pages||288|