PDF Ebook Ogilvy on Advertising in the Digital Age, by Miles Young

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Ogilvy on Advertising in the Digital Age, by Miles Young

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About the Author

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 Dean of New College, Oxford and remains Non-Executive Chairman of Ogilvy & Mather.

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Product details

Hardcover: 288 pages

Publisher: Bloomsbury USA (January 9, 2018)

Language: English

ISBN-10: 1635571464

ISBN-13: 978-1635571462

Product Dimensions:

7.7 x 0.9 x 10.1 inches

Shipping Weight: 2.2 pounds (View shipping rates and policies)

Average Customer Review:

3.4 out of 5 stars

12 customer reviews

Amazon Best Sellers Rank:

#88,017 in Books (See Top 100 in Books)

This book should not be called Ogilvy On Advertising. It should be called Miles Young on Advertising. When Ogilvy wrote the original book, he had a way of writing that made it seem like the two of you were chatting it up in a café; like he was speaking directly to you. This book reads like a college textbook, inundated with trivial vocabulary and irrelevant research. On the latter, Ogilvy stressed the importance of research, but this is just overkill. Does anyone in advertising need a history of the internet, let alone mini-biographies of the original founders?It's also hard to distinguish who this book is for, because it does an awful job at defining lingo. Anyone not in advertising won't know what a USP is. For anyone with a more traditional background, Young does define acronyms, but says little else about what they mean in terms of the bigger picture. And for a social/digital native like myself, it reads like a stale science history book, complete with bare-bones diagrams that do little else but exist. I try to read a chapter a day, but it's been a struggle even doing that.To sum up, Miles Young does a very surface-level job of defining the information age we live in today, the behaviors of Millenials and Centennials, case studies from brands like Dove, etc. But he never digs deep enough for any of it to matter. Don't let the name fool you. Ogilvy would not have written a book like this were he alive today.

If you've read the original by David Ogilvy, then be prepared to be in for a lose.It's long-winded, stuffy and the author is trying to impress you.I couldn't stand it and put it down 1/4 of the way in.

Miles Young is an excellent writer who gives a lot of great insight into the future of marketing.Something to know is that this book is more of a sequel or follow up to the original “Ogilvy On Advertising.”If you want a foundational look at advertising, the original book will be a better read for you.

Great read!

Really amazing loved the book had a lot of good information

Very good material quality

Love the book

Throughout the ad industry, and in many university lecture halls, David Ogilvy is held up as the wise scion of advertising. To this day, his signature still adorns the walls of agency lobbies around the world. There is no more worthy a successor to take on the task of modernizing the thoughts -if not the principles- in David's classic book than Miles Young.In all of my interactions with Miles over the past 20 years he has always been both the most brilliant AND the most humble man in the room. His decades of experience, combined with his astute perspective on where the industry is going in the future creates a rare no BS, measured understanding of how David's principles of the idea, the craft of capturing attention and the skill of turning that into persuasion can be applied in today's programmatic, influencer driven, social networked world. I can think of no better mentor in our industry than Miles, and if you do not have the privilege of experiencing his joyful laugh in person, then this book is certainly a great second-best substitute.

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Ogilvy on Advertising in the Digital Age, by Miles Young PDF

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Product details

File Size: 2648 KB

Print Length: 272 pages

Publisher: Shambhala; New Ed edition (May 23, 2017)

Publication Date: May 23, 2017

Sold by: Amazon Digital Services LLC

Language: English

ASIN: B01N2XEBHU

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Amazon Best Sellers Rank:

#260,860 Paid in Kindle Store (See Top 100 Paid in Kindle Store)

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Product details

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Audible Audiobook

Listening Length: 9 hours and 58 minutes

Program Type: Audiobook

Version: Unabridged

Publisher: Listening Library

Audible.com Release Date: February 20, 2007

Whispersync for Voice: Ready

Language: English, English

ASIN: B000OCXL0A

Amazon Best Sellers Rank:

This book was the first novel published by Barry Lyga and it is the first of four in the Brookdale High series, which I just happened to read in reverse order. The strength of Lyga's writing is evident from this first novel and gets better with every book he writes. Lyga has an incredible gift as a storyteller. He captures life in and around high school in this series in a wonderful way. His stories are about real people with real problems and real life. Each of his books has something the reader can take away and it will help them be better at being. But I think the greatest testament to Lyga's craft as a writer is that even though I just finished this book, I am already planning to reread it.Brookdale High or South Brook High is an interesting school. Not the worst school and not the best. There are cliques, and jocks, and geeks - all the usual groups you would find in and around a high school. And like most high schools, some of them get it and some do not. For Kyra Sellers and Fanboy (aka Donnie) it is just putting in time. Both want to be somewhere else. Both need things to change. Kyra witnesses Fanboy being punched repeatedly in gym class and wonders why he allows it to happen. Soon they have a strange friendship developing. They both have a love of Graphic Novels but prefer different styles. Fanboy is working on one and Goth Girl wants to help make it better. But as we all know, life in high school or life in general is usually not easy and things often go wrong or at least not the way we expect, and in this story that is definitely the case.There are a number of strengths that make this novel so good. First, there are the characters. Readers cannot help but become fans of Kyra and Fanboy; they are so well written and capture much of the spirit of being an outsider in high school you can't help but root for them. Second is the story itself. It has a sinister darkness to it, but at the same time provides some hope. It is not a fast-paced novel but it will definitely keep your attention and interest turning the pages. Third is the essence of both high school and life that Lyga has managed to capture. This was an amazing novel to read and after reading it I now plan to go back and reread the whole series!

"I'm telling you, my friend, that I'll get you, I'll get you in the end, yes I will, I'll get you, oh yeah..." -- Beatles, 1963Donnie, aka "Fanboy" is 15 and trying to survive the tough social life at South Brook High in Maryland. He has challenges on the home front as well with his stepfather Tony, whom he calls "Step-fascist" and a baby sister on the way (half-sister, as he reminds them). Fanboy keeps a List of people he'd like to see taken out. These are the "Jock Jerks" and everybody else who has ever bullied and hounded him. A comic/graphic novel and computer expert, Fanboy's big dream is to have his graphic novel, brilliantly titled "Schemata" join the pantheon of famous illustrated characters and be reviewed by his idol, Brian Michael Bendis (Bendis).Fanboy has one good friend, a lacrosse player named Cal. Cal is smart, funny and shares Fanboy's love for comics. Fanboy feels let down when Cal cannot attend a comic convention with him as he has a lacrosse game ("the playoffs," as Cal tried to explain to Fanboy were just as important to him and because he made a commitment to the team, he feels he has to honor that).Fanboy has a very unusual security blanket. He has a lone bullet, filched from his stepfather's supply that he carries in his pocket. When he is at home, he stores it in his computer. For him, just knowing that he has it has a palliative effect.Gym is Fanboy's personal hell. A Neanderthal-like boy named Mitchell Frampton uses Fanboy as his own personal punching bag and target during dodgeball. Their coach and gym teacher stand aside and do nothing to protect Fanboy from his nemesis' daily torture. A girl, dressed all in black with a spiky haircut photographs the Neanderthal making pulverized steak out of Fanboy and from there, a friendship of sorts blossoms.The girl, Kyra Sellers (whom readers will get to know even better in "Goth Girl Rising") is a very interesting and complex character. She insists that Fanboy stand up for himself; she worms her way into his confidence and even critiques his magnum opus, Schemata. It is Kyra who bestows the nickname of Fanboy on Donnie.Kyra encourages Fanboy to explore beyond the boundaries of his creative genius; she draws Fanboy into her chaotic life of danger and intrigue.Indeed, Kyra's influence is so prevalent that Fanboy takes a personal interest in her welfare. He even helps save her from being arrested after she acted a fool at the comic/graphic novel convention by making a spectacle of herself. Her public scene was done on Fanboy's behalf, her misguided effort to defend him from what she saw as an outright rejection by Bendis.An excellent, cutting edge book. Kyra makes one think of the John Lennon with the Beatles' classic, "I'll Get You in the End" as she will bulldoze her way over anything and anybody who crosses her.Barry Lyga is a genius. His novels and cast of characters are cutting edge, diamond-sharp and precise. It is almost as if he has drafting skills in the precision and life he gives his characters and stories. He, like Chris Crutcher deals head on with some very serious topics in an intelligent and plausible way. Be sure to read his other works. The man is brilliant!

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