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Ogilvy on Advertising in the Digital Age:
…we learn about brands without being consciously aware that we are learning…
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106 |
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Ogilvy on Advertising in the Digital Age:
…for agencies who do take an integrated approach, and who think of digital not as something apart but as just a part of advertising, the complementarity of artistic, emotional messaging with scientific, rational arguments starts to become real.
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107 |
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Ogilvy on Advertising in the Digital Age:
Creative fragmentation follows on from industry fragmentation as a host of players and partners each struggle to find their own place in the sun.
|
107 |
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Ogilvy on Advertising in the Digital Age:
…the digital age allows us to take mainstream something of the philosophy of graffiti. We can introduce messages in startling ways…
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108 |
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Ogilvy on Advertising in the Digital Age:
The boundary between creative and gimmicky is… narrow…
|
109 |
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Ogilvy on Advertising in the Digital Age:
…an advert is only valuable if it attracts attention.
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111 |
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Ogilvy on Advertising in the Digital Age:
Ideas are precious things, and in the digital world it is clear that it is strong ideas alone that will defeat the noise, the fragmentation and the clutter.
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112 |
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Ogilvy on Advertising in the Digital Age:
There are two new roles that advertising ideas play in the digital age… 1) they have become systems of management, and 2) they are connectors to others ideas, in other disciplines, which are undergoing redefinition.
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113 |
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Ogilvy on Advertising in the Digital Age:
More than developing an identity or creating an advertisement, brands are a tool to shape business – not something to build to, but something to build from.
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113 |
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Ogilvy on Advertising in the Digital Age:
…brands live in four places – culture, environment, products, and the mind – and give us a blueprint to design systems that connect those spaces.
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114 |
