Overview

Full Product Details

Author:   Miles Young
Publisher:   Headline Publishing Group
Imprint:   Headline Welbeck Non-Fiction
Dimensions:   Width: 19.40cm , Height: 3.00cm , Length: 25.60cm
Weight:   1.220kg
ISBN:  

9781847960870

ISBN 10:   1847960871
Pages:   288
Publication Date:   05 October 2017
Audience:   College/higher education ,  Professional and scholarly ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Not yet available  
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Table of Contents

Overture • Section I Content and the New World: The Digital Revolution, Pervasive Creativity, The Post-Modern Brand, Globalization 3.0, Today's Brand • Section II The Faces of Content/How to Bring Content to Life: Storytelling, The Taxonomy of Content, Creativity and Technology, Distribution Systems of Content, Creating Content • Section III The Fuel of Content Data: Levers of Content • Section IV Clients, Culture and Courage • Epilogue: Agility and the Agency of the Future.

Reviews

In this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet … Publishers Weekly

In this stylish textbook for students of advertising, Ogilvy & Mather nonexecutive chairman Young offers a smart take on the current state of advertising and how his storied firm has evolved as society has been transformed by the internet ... Publishers Weekly

Author Information

Miles Young became the worldwide chairman and CEO of Ogilvy & Mather in 2009. He started working in advertising immediately after graduating from Oxford, where he read modern history. He joined Ogilvy & Mather in 1983 and was appointed to the board in 1986. In 1995, Miles joined the worldwide board and became chairman of Ogilvy & Mather Asia Pacific in Hong Kong. In September 2016 he became Warden of New College, Oxford and remains Non-Executive Chairman of Ogilvy & Mather.

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