“Our business has become more complex than it ever was”
- Miles Young
Ogilvy’s Non-Executive Chairman, Miles Young, spoke to a packed Amphitheatre of Ogilvy staff and clients about advertising in the digital age earlier this week.
Miles explained how digital has changed our business exponentially. Digital has allowed the creation of numerous new ways to communicate, many of which allude to the idea that any previous forms of communication are no longer relevant. Miles warned against believing the assertion that traditional forms of communication are dead. The idea of “either…or” - either digital or traditional – should be replaced with collaborative thinking - digital and traditional.
The internet has also dramatically changed things for brands. The post-modern brand must behave well, as there is nowhere to hide. Brands today have to be open, well-behaved, inclusive and most importantly, they have to matter to consumers.
In this context, Miles argued it is the content that brands are creating which will make them matter to consumers.
“Content is communication so good you want to spend time with it or share it”
Advertising of the past functioned as an order to consumers to buy something. For Miles, the digital world has transformed the way brands communicate with consumers such that consumers now decide whether they want to engage with a brand’s content. Consumers have more power than ever before and brands need to adapt.
Miles outlined three ways brands can achieve success with their content:
1 – Have a really useful data strategy: We need to recognize the difference between big data and really useful data.
2 – Relative vs pervasive creativity: It’s important to understand how creativity has changed and become more invasive. With the change in the traditional role of advertiser and consumer, creativity has also reformed.
3 – Understand your content: Remember that there is a difference between wasted content and viewed content.
Find out more from Miles on digital in his new book “Ogilvy on advertising in the Digital Age"