Modern update to David Ogilvy’s Advertising Bible
View(s):For many people and for many years “Ogilvy on Advertising” was somewhat of a Bible on Advertising. It was, says author Miles Young former CEO and Chairman of Ogilvy Worldwide, a storming success and while it is still relevant “Ogilvy on Advertising in the digital age” launched readers in to 21st century.
Miles Young, currently Warden of New College Oxford University presenting his new book ‘Ogilvy on Advertising in the Digital Age’ to Irvin Weerackody Chairman of Ogilvy Group of Companies Sri Lanka, recently.
Ogilvy on Advertising is widely considered an industry classic. A must-read for anyone interested or pursuing a career in marketing and advertising. But for obvious reasons, not the least of which being the digital revolution, the emergence of social media, and the total fragmentation of media, plenty of the work discussed in the book feels outdated, according to Ogilvy’s Colombo office.
Back then, you could make a TV commercial and reach 80 per cent of people an average of five times in three weeks, and that was it. No Amazon. No Facebook. No Google. Now 34 years later, former Ogilvy chairman and CEO Miles Young has written an updated version, aiming to apply the principles outlined in Ogilvy’s original to the modern era. He cautions those who think digital work and 2017 audiences require dismissing traditional advertising insights.
“The world has changed dramatically, particularly in the last 15 years, and in a sense, some of the things David Ogilvy stood for came under slight attack,” says Young.
“Not in a malicious way, but in a way that put his view of advertising on the defensive. That attack came from people who were strong partisans of digital, and some of it was justified and some wasn’t. The part that wasn’t was really to do with the view that digital replaces everything.”