OGILVY ON AD­VER­TIS­ING IN THE DIG­I­TAL AGE

ArabAd - - BOOKS - BY MILES YOUNG

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.

Newspapers in English

Newspapers from Bahrain

© PressReader. All rights reserved.