The rise of the stupid network effect

The purpose of this paper is to argue that it is time to re-examine the fundamental assumptions that premise our understanding about how the consumer 'works'.

The Rise Of The Stupid Network Effect

Mark Oldridge Ogilvy & Mather Ltd

'Advertising has not yet found it's Newton' Lord Saatchi: The Times February 2002

Leaving aside the delusions of grandeur, if that's really what we are looking for this paper suggests that we are looking in the wrong place and for the wrong thing. This paper will: