Point of view: Ogilvy on efficacy

This article uses an old video of David Ogilvy giving a talk about direct marketing to create a not-quite-Socratic dialogue about the way forward for brand advertising, and what it can learn from its direct-marketing cousins.

Point of view: Ogilvy on efficacy

Faris YakobGenius Steals

"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,...

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