Ogilvy on Advertising in the Digital Age

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. In this must-have sequel to the bestselling Ogilvy On Advertising , Ogilvy chairman Miles Young 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.

Genres: Nonfiction, Business, Design

288 pages, Hardcover

Published January 1, 2019

Reviews

[James · Rating 2 out of 5]

The purpose of this book as stated by the author is to entice the reader to read the original Ogilvy on Advertising, it is not an update. Its an assortment of advertising history trivia, case studies and whatever other items the author felt like throwing in. It has a helter skelter feel to it, it was hard for me to extract any real basics from this book. An OK look at the profession of smoke and mirrors but not really useful for anyone trying to learn about advertising.

[Mad Hapa · Rating 3 out of 5]

This wasn't what I expected. It's written by a guy who worked at Ogilvy's agency and only touches on Ogilvy's philosophies here and there. If you are a beginner to barely intermediate marketer there maybe some good nuggets, but if anyone with even a year or two of experience in marketing won't find much of value beyond reviewing marketing/advertising's greatest hits of the past 15 years.

[Fero · Rating 2 out of 5]

Asi jedna z najzbytocnejsich knih o marketingu, co som cital.

[Em Holmes · Rating 2 out of 5]

Honestly, I was primarily bored. I had hoped to learn strategy, and most I learned how many corrupt companies and men in power came to be.. as if hearing their stories would be inspiring somehow (spoiler: it was not inspiring).

Anyway. A good start I suppose. I am looking forward to reading more relevant content about advertising in the future. It’s still hard to get over how outdated a 7 year old book is, and how much has happened and changed since 2017.

[Lukáš · Rating 1 out of 5]

Returned it. Czech translation is unreadable.

[Chantel A Kemp · Rating 2 out of 5]

One of the things that stands out the most about this book is that it’s trying a little too hard in its prose to be impressive. Sometimes you have to make it simple, that’s a rule in marketing/advertising copy right? lol. Once you get past all of that, it’s not saying much about what someone would want to read when they pick up this book. Also from a design standpoint, I can see it’s trying to be perceived as complex and intellectual by visuals alone but it doesn’t nail it. It’s not very legible and the various graphics that are littered across the page to describe complex topics (that are virtually irrelevant to the topic) don’t really make sense either. There are easily ten infographics in the first 50 pages that don’t visually make sense and are likely just there to make the pages cute, it’s only impressive if it’s meaningful.
That said, there is some information to be gleaned from reading this but I can’t say it’s imperative if you’re in the field of marketing and advertising lol. I wanted to be impressed but I’m not.

[Kevin O'Keefe · Rating 3 out of 5]

The two companion books you'll need for this book: the original Ogilvy on Advertising and a dictionary. Miles Young's flowery writing style makes the book feel daunting at first but you eventually get used to it.

The edition I read was published in 2017 and felt simultaneously expectedly out of date and surprisingly contemporary.

Young knows advertising and this book showcases his expertise on a variety of subjects but it almost felt a bit too expert on almost too many subjects. It left me wondering if there were some ghost writers involved with some of the chapters.

Overall I'd recommend giving this book a read. It reminded me of reading a text book for an Advertising 101 college course. The content is interesting, though at times dated and Young is a great writer, though I found myself counting down the pages to the finish line at the end.

[Ali Galan · Rating 5 out of 5]

Love this book!
Miles Young really did a fantastic job providing a great contrast between traditional advertising all the way to the digital age. Within each segment of the book, he breaks down key methodologies and frameworks into bite-sizeable pieces of information that is easily digestible and applicable to anyone interested in marketing.

If you don't have a solid grasp on advertising and how we ended up in a digital world, then I highly suggest you pick up this book.

[Felix Arris · Rating 4 out of 5]

As many of the other reviews have been quick to point out, this isn’t an update on Ogilvy’s original work. It lacks the certainty and idealism of Ogilvy on Advertising. That being said it’s a great overview of how advertising has shifted online. Full of anecdotes, case studies, and future predictions, I’d recommend it to those beginning to look into the online world.

[Nancy · Rating 4 out of 5]

The content was great and informative. It was really interesting to read examples on how this iconic advertising firm navigates this world of big data and distraction. I deducted a star because of the typos.

[Alvin Leong · Rating 3 out of 5]

Enjoyed this much less than Ogilvy's original book.

Still useful though, gives a broad lens on how Ogilvy (the agency) is tackling advertising in the digital age, rather than David's deeper look into specific aspects of the business and copywriting.

[Neil Zhao · Rating 2 out of 5]

honestly to write a purely advertising book is a very risky move at a digital age. To try to write a sequel to the great David Ogilvy’s book is even riskier.

[Steven · Rating 1 out of 5]

Cancer.

[Ted Montoia · Rating 3 out of 5]

Coffee table book. Lots of illustrations. A difficult read.

[Richard · Rating 3 out of 5]

It was an interesting read. I found it ironic that such a book was not available on kindle at the time I bought it

[Aditya · Rating 3 out of 5]

3.5 stars

[Max Getuba · Rating 4 out of 5]

The most important rule of marketing in the digital age is: content is king. Great follow up to Ogilvy's classic.

[Khoa · Rating 5 out of 5]

Insightful.

[Martin Bihl · Rating 3 out of 5]

For my review, please visit: https://the-agency-review.com/ogilvy-...

[Dusan Tatransky · Rating 4 out of 5]

The history of the digital world gave for an interesting reading. As for the marketing, there were good points to keep in mind, and a few nuggets of wisdom as would be expected from an ad agency which builds brands on the principles of best advice. In overall I would recommend it to everybody in digital advertising as a mandatory reading.

[Ietrio · Rating 1 out of 5]

Quotes, trivia, ANY kind of fluff and than a lot of pictures to pad small tidbits that are far apart and I doubt their relevance.