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By Miles Young
288 pages, hardcover, $30
Published by Bloomsbury USA
bloomsbury.com

Published in 1983, Ogilvy on Advertising is a seminal work by one of the industry’s forefathers. Although a legend of a copywriter he may be (his eyepatch ads for Hathaway shirts are often held up as genius), Ogilvy never had to sell brands on websites, social media feeds, apps, blogs and so on. With Ogilvy on Advertising in The Digital Age, Miles Young, former worldwide chairman and chief executive officer of Ogilvy, aims to be as comprehensive about best practices in the digital age as his mentor was for print and TV. It includes a timeline of the digital revolution, a Risk-like map of digital territory, and six case studies that Young contends have defined the revolution, including from Cadbury, Dove and Nike. He also profiles five giants of the digital ad age, including R/GA chairman and chief executive officer Bob Greenberg and former McCann chief innovation officer Matias Palm-Jensen, who Young contends foresaw the on-demand economy during his early years in his native Sweden. Yet, the instructive tome is also a call to action for creative people to read or reread the original Ogilvy on Advertising. Young argues that for all the changes, digital media is not unlike the arrival of the big disrupter of the 1950s, TV, and that a lot of Ogilvy’s advice for creating ads that persuade and, ultimately, sell still stands up. “The cast has changed, the scenery is different, the plumbing is new,” writes Young, “but the tragic and comic plots, subplots and counterplots of this business remain persistently and defiantly unchanged.” —Chris Daniels

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