OGILVY ON ADVERTISING IN THE DIGITAL AGE

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age.

Back in 1963 David Ogilvy wrote his first book, "Confessions of an Advertising Man." He begins the final chapter by telling us that his elder sister, Lady Henry, a socialist (Shock, horror) invited him to agree with her that advertising should be abolished, to which he replied... "No, my darling, advertising should not be abolished. But it must be reformed." That was more than fifty years ago. Since then, advertising has been reformed after a fashion, being dragged behind the wood shed, carved into small pieces and then reassembled into gargantuan sized holding companies. We survived the dot com implosion that left many agencies with massive unpaid service and media bills. We are now inundated with digital buzzwords, acronyms and exotic titles for senior agency executives that will no doubt have changed by the time you read this.

In 1983, David published his second book, "Ogilvy on Advertising." A masterful treatise on how to create advertising that not only works, but doesn't insult the intelligence of the target audience.

Now Ogilvy chairman Miles Young has done a wonderful sequel... Ogilvy on Adverting in the Digital Age. An exhaustingly researched and masterfully written guide to how we got where we are now, and where we might possibly be going in the future.

Miles 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.