Miles Young – Ogilvy On Advertising In The Digital Age (2017)
Het boek zou niet misstaan op de koffietafel, er staan prachtige illustraties in. Daarnaast past de auteur de tijdloze wijsheden van David Ogilvy over de marketing/advertentiewereld toe op het heden.
The shelves in the study contain a range of books, which testify to his belief that the most productive people read the most widely.
Curators are information brokers who, through learned and creative interpretation, create meaningful experience for people.
That is how Beowulf came into being: not the work of one copywriter and one visualizer, but of many minds, hearts, and tongues over time.
A measurement culture is obsessed by process; while an effectiveness culture is obsessed by results. A measurement culture focuses on ticking the right boxes; while an effectiveness culture focuses on doing the right things. Measure cultures look to the past (i.e., “How well did we work?”). Effectiveness cultures look to the future (i.e., “How can we do better next time?”).
At the end of the, though, data is political, however much purists may not like to admit it. It can be ignored. It can be manipulated. It can be used to score points. Its impact can be disguised.
Our feelings give rise to our beliefs, not the other way around. We do not rationalize and then form feelings – we feel and then we post-rationalize (or ‘confabulate’).
If the story is not great or if the story is not human, no technology will save you.
Three qualities for someone who aspires to run an agency:
- Simplifier, ask “Is it really necessary?” each waking minute;
- Collaborator, harness the skills and assets of others, profiting from but actually enjoying ambiguity is what makes you great; and
- Curious, the best are not driven by status or money, but by insatiable curiosity.