Miles Young - Ogilvy on Advertising in the Digital Age (2018)
English | Size: 104.94 MB
The late David Ogilvy, founder of the Ogilvy & Mather advertising agency, maintained that the supreme purpose of advertising was to SELL THE PRODUCT. He believed in treating the propective customer with respect: "The customer is not a moron. She is your wife."
The "digital revolution", as it has been called, was supposed to change the entire face of marketing. But has it? David Ogilvy died in 1999, and never anticipated digital--but if he had, he would have treated it not as a separate discipline, but as another channel, and he would again emphasize content over form. What makes an ad (or ad campaign) successful is, first and foremost, the content.