Ogilvy on Advertising in the Digital Age/ Miles Young

By:

Young, Miles

Publication details: Goodman Book 2017. London:Description: 288 pISBN:

9781847960870

Subject(s):

Internet advertising

DDC classification:

659.144 YOU-O

Contents:

Introduction: View from Touffou -- 1. Codetta -- 2. The digital revolution -- 3. The short march -- 4.The digital ecosystem -- 5. To be or not to be a millenniall -- 6. The post-modern brand -- 7. Content is king; but what does it mean -- 8. Creativity in the digital age -- 9. Data: The currency of the digital age -- 10. "Only connect" -- 11. Creative technology: The sweet spot -- 12. The three battlegrounds -- 13. Digital transformations -- 14. Five giants of advertising in the digital age -- 15. My brain hurts -- 16. The new shape of the world -- 17. Culture, courage, clients and castanets -- 18. Epilogue.

Summary: David Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising gave valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate. However, the book is now 30 years old and much has changed in the advertising industry. Written by current CEO Miles Young, Ogilvy on Advertising in the Digital Age examines all the changes that have taken place, from the digital revolution and the emerging markets of China, Korea and Japan, to the importance of branding and creating content for viewers to interact with. Enriched with examples from previous Ogilvy campaigns for international brands such as Coca-Cola, Louis Vuitton, IBM and American Express, plus anecdotes from Young's own career, this book reveals the secrets of successful advertising in the twenty-first century.

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode	Item holds
Books	Library, SPAB H-1	659.144 YOU-O (Browse shelf(Opens below))	Available		011171

Total holds: 0

Introduction: View from Touffou --
1. Codetta --
2. The digital revolution --
3. The short march --
4.The digital ecosystem --
5. To be or not to be a millenniall --
6. The post-modern brand --
7. Content is king; but what does it mean --
8. Creativity in the digital age --
9. Data: The currency of the digital age --
10. "Only connect" --
11. Creative technology: The sweet spot --
12. The three battlegrounds --
13. Digital transformations --
14. Five giants of advertising in the digital age --
15. My brain hurts --
16. The new shape of the world --
17. Culture, courage, clients and castanets --
18. Epilogue.

David Ogilvy is well known and respected as the most successful adman of all time. His bestselling book, Ogilvy on Advertising gave valuable advice to young hopefuls and veterans of the industry wanting to improve their success rate. However, the book is now 30 years old and much has changed in the advertising industry. Written by current CEO Miles Young, Ogilvy on Advertising in the Digital Age examines all the changes that have taken place, from the digital revolution and the emerging markets of China, Korea and Japan, to the importance of branding and creating content for viewers to interact with. Enriched with examples from previous Ogilvy campaigns for international brands such as Coca-Cola, Louis Vuitton, IBM and American Express, plus anecdotes from Young's own career, this book reveals the secrets of successful advertising in the twenty-first century.

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