Ogilvy on Advertising in the Digital Age
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Overview
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a follow-up to David Ogilvy’s bestselling advertising handbook featuring essential strategies for the digital age.
In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future.
This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today’s ever-expanding technological marketplace.
From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a follow-up to David Ogilvy’s bestselling advertising handbook featuring essential strategies for the digital age.
While the original book focused on selling to a print and TV driven world, this brand new sequel takes the same philosophies and tenants of how to connect with the customer on an emotional, narrative, and factual level and applies them to digital strategies using today’s trends and technologies, social media, and personalized messaging to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.). The book also includes all-new visuals and modern day examples of current, successful brand campaigns (Chipotle, Under Armour, Tiffany) and goes behind the scenes of classic mega-brands such as American Express whose marketing approach has evolved to align with shifts in culture and to address a more “instant” global market.
Ogilvy & Mather is the world’s premier advertising agency with 450 offices in 120 countries.
An indispensable handbook for anyone in the business, and an invaluable introduction for students and graduates who want to pursue a career in advertising.
Ogilvy & Mather has created world-famous campaigns for many high-profile brands, including Coca Cola, IBM, and American Express. Miles Young uses examples from such campaigns to show how to succeed in advertising in the twenty-first century.
The instructive tome is also a call to action for creative people to read or reread the original Ogilvy on Advertising. Young argues that for all the changes, digital media is not unlike the arrival of the big disrupter of the 1950s, TV, and that a lot of Ogilvy’s advice for creating ads that persuade and, ultimately, sell still stands up.
Young’s take on advertising in the digital age is a terrific book and an accessible text on the state of digital marketing beyond advertising … [He] has created a substantial book that stands on its own.
The book is a testament to Ogilvy’s Next Chapter strategy, which is focused on how to make brands matter in today’s modern marketing era.
A smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet . . .The case studies of campaigns for brands such as Dove, Old Spice, and Coke combined with a discussion of advertising philosophy and tactics make this book more than an extended sales pitch . . . Ogilvy would be proud, with Young achieving his stated goal of convincing a new generation to look back at Ogilvy’s classic work, while also adding his own canny take on the contemporary advertising game.
Young dives deep into many areas, from the digital ecosystem and millennials to culture and courage … This guide is a must-have for those in the advertising profession, including marketers, public-relations experts, entrepreneurs, and anyone who wants to be competitive in today’s business world.
Richly illustrated, well-argued … Of interest to anyone seeking to understand how advertisers seek to capture hearts and minds are Young’s concluding predictions for the near-term future … A new bible for a new generation of pitchmen and -women.
- Title: Ogilvy on Advertising in the Digital Age
- Author: M. Young
- Publisher: Bloomsbury USA
- Print Publication Date: 2018
- Logos Release Date: 2024
- Pages: 288
- Language: English
- Resources: 1
- Format: Digital › Ebook
- ISBNs: 9781635571479, 9781635571462, 1635571464, 1635571472
- Resource ID: LLS:9781635571479
- Resource Type: Monograph
- Metadata Last Updated: 2025-04-22T15:28:28Z
Miles Young became the worldwide chairman and CEO of Ogilvy & Mather in 2009. He 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. In September 2016, he became Dean of New College, Oxford and remains Non-Executive Chairman of Ogilvy & Mather.