Ogilvy on Advertising in the Digital Age
(Hardback)
Publishing Details
Ogilvy on Advertising in the Digital Age
By (Author) Miles Young
Headline Publishing Group
Headline Welbeck Non-Fiction
5th October 2017
5th October 2017
United Kingdom
Classifications
Tertiary Education
Non Fiction
Media studies: advertising and society
Media studies: internet, digital media and society
Digital Lifestyle and online world: consumer and user guides
Other graphic or visual art forms
Business communication and presentation
659.144
Physical Properties
Hardback
288
Width 194mm, Height 250mm, Spine 28mm
1220g
Description
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.
Reviews
In this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet
Publishers Weekly
Author Bio
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.
