"How to" Ogilvy on Advertising

Ralph Poser, Delle Krause, Helmut Meyer, Thomas Strerath and Stephan Vogel

This article, from "How to" Ogilvy on Advertising, is translated from the original German, which can be found on the Ogilvy & Mather Deutschland website.

“How to” Ogilvy on Advertising

Ralph Poser, Delle Krause, Helmut Meyer, Thomas Strerath and Stephan Vogel

This article, from “How to” Ogilvy on Advertising, is translated from the original German and can be found on the Ogilvy & Mather Deutschland website.

The end of Sit! Fetch! Buy!

Why we need a new understanding of target audiences.

By Ralph Poser, Chief Planning Officer at Ogilvy

For a long time, we've treated consumers like dogs. We've tried to train them – condition them – through constant repetition of a message. And, with the help of a great deal...

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