Ogilvy on Advertising in the Digital Age by Miles Young (English) Hardcover Book

Description: Ogilvy on Advertising in the Digital Age by Miles Young An indispensible handbook for anyone who already works in advertising and a glimpse into the secrets of the world of advertising for outsiders, updated for the digital age. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description David Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook. Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of "digital". He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the "noise" surrounding digital to outline some essential truths and offer sound practical advice. Notes With over 450 offices in 120 countries throughout the world, it looks at how advertising has developed over the last three decades. Author Biography Miles Young became the worldwide chairman and CEO of Ogilvy & Mather in 2009. He started working in advertising immediately after graduating from Oxford, where he read modern history. He joined Ogilvy & Mather in 1983 and was appointed to the board in 1986. In 1995, Miles joined the worldwide board and became chairman of Ogilvy & Mather Asia Pacific in Hong Kong. In September 2016 he became Warden of New College, Oxford and remains Non-Executive Chairman of Ogilvy & Mather. Table of Contents Overture • Section I Content and the New World: The Digital Revolution, Pervasive Creativity, The Post-Modern Brand, Globalization 3.0, Todays Brand • Section II The Faces of Content/How to Bring Content to Life: Storytelling, The Taxonomy of Content, Creativity and Technology, Distribution Systems of Content, Creating Content • Section III The Fuel of Content Data: Levers of Content • Section IV Clients, Culture and Courage • Epilogue: Agility and the Agency of the Future. Review In this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet …Publishers Weekly Promotional Looks at how advertising has developed over the last 30 years, making it the perfect guide for those wanting to get started in the industry. Long Description David Ogilvy is remembered as one of the most influential admen of all time. His bestselling book Ogilvy on Advertising gave no-nonsense, essential advice to those in marketing, PR, advertising and other related industries wanting to improve their success rate. It has become the industry handbook. Ogilvy wrote his book before the Digital Revolution, and in this sequel, Miles Young brings the same erudite scrutiny to advertising in the digital age as he examines the challenges that agencies and their clients have faced with the arrival of digital. He demonstrates how to respond astutely and successfully to the myriad possibilities the digital world has to offer. The book is comprehensive in its reach, touching on all areas, from brand response to social media, pervasive creativity, smart content and good storytelling, to cautions about the power of big data, and what we can learn from the latest neuroscience findings and emerging markets. Backed up by sound research and an illustrious career working out of offices in the UK, US and Hong Kong, Young cuts through the noise surrounding digital to outline some essential truths and offer sound practical advice. Promotional "Headline" Looks at how advertising has developed over the last 30 years, making it the perfect guide for those wanting to get started in the industry. Details ISBN1847960871 Author Miles Young ISBN-10 1847960871 ISBN-13 9781847960870 Format Hardcover Place of Publication London Country of Publication United Kingdom DEWEY 659.144 Media Book Year 2017 Pages 288 Publication Date 2017-10-05 Language English UK Release Date 2017-10-05 Illustrations 160 clr and b&w photos and illus Audience Tertiary & Higher Education Publisher Headline Publishing Group Imprint Headline Welbeck Non-Fiction AU Release Date 2017-10-04 NZ Release Date 2017-10-04 We've got this At The Nile, if you're looking for it, we've got it. With fast shipping, low prices, friendly service and well over a million items - you're bound to find what you want, at a price you'll love! TheNile_Item_ID:116956477;

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