Point of view: Ogilvy on efficacy
"I wish I could be with you today, in the flesh as they say, but I'm in India. Ever been in India? Very hot. If you don't mind, I'm going to take off my coat."
So begins a remarkable seven-minute video which the late David Ogilvy made in his eminently imitable style and delivered in absentia to a direct marketing conference. I'm reminded of it because we're in India, exploring, speaking and learning. It is indeed hot, but Ogilvy says lots of other things too, which seem just as simple, but conceal a lot of complexity. To explore that, I've created this not-quite-Socratic dialogue from his words.
Faris Yakob: David, let's start with your thoughts about the advertising industry.