Street-fighter in bespoke suit
Big campaigns made by big agencies for big products are still binding more human beings to brands
(For one, I am still becoming more aware of products by tv ads or outdoor advertising than through the internet, which I am consumed by most of the day.)
With a tendency to whatever I perceive as greatness, I have read O’Leary’s long copy introduction to Miles Young, the Ogilvy CEO and architect of the reinvented traditional agency.
From a client’s viewpoint it is just as explicable as it is wrong on the agency’s side to allow disruption from new media and new technologies.
Cobbler, stick to your last! This for one hasn’t changed, it can’t be all to wrong to keep doing what one does best. With Ogilvy it is the consistent care across multiple channels and continents of international clients in accordance to applied intellectuality.
— Noreen O’Leary (@NoreenOLeary) March 4, 2013
Double fistet integrated marketing
It gets done in the fashion Young does it, from inside out, from bottom to top, as much as in reversed order. Young’s global role makes it inevitable to also work it top down and outside in. Integrated marketing can’t get done any other way, it requires hands-on local activity as much as organisational assertiveness from a more distant stand point.
A drama of keeping a distance in close proximity
A global player, as the article desribes Young, no member of the American ad club, by which the later is due to change with the won awards and successful new business acquisitions being recognised in the North American ad industry.
On the inside, Young took on the all to common helplessness of other global agency CEO’s, he merged the operations of Ogilvy One with Ogilvy’s advertising offerings, aiming at improving integrated marketing. Momentum is unfolding from successes for Ogilvy and Young with executing rather detailed pitches, his personal involvement, the resulting energy behind it and the wide acceptance in the Asian markets. That much I get from O’Leary’s 4 pages.
World class return of classic advertising
The Mrs. Carter Show poster nodding at husband JayZ who’s real name is Carter, is not Ogilvy work, however it contributed to Beyoncé’s concerts being sold out and makes print look glamorous for a brief moment in local time.
Let’s make new media look old with the means of traditional advertisement, patience and resilience.
The rebirth of classic advertisement may hold some of the best new media has to offer:
- Rescue from cognitive surplus abuse
- Return of personal time available to the people