Ogilvy on advertising in the digital age / Miles Young

Includes bibliographical references and index.

Codetta -- The digital revolution -- The short march -- The digital ecosystem -- To be or not to be a millennial -- The post-modern brand -- Content is king, but what does it mean? -- Creativity in the digital age : "Give me gold" ; Art or science? ; Pervasive creativity -- Data : the currency of the digital age -- "Only connect" -- Creative technology : the sweet spot -- The three battlegrounds : Putting the social back into social media ; The joy of mobility ; Continuous commerce -- Digital transformations : Digital politics ; Digital government ; Digital tourism ; Digital social responsibility -- Five giants of advertising in the digital age : Bob Greenberg ; Akira Kagami ; Martin Nisenholtz ; Matias Palm-Jensen ; Chuck Porter -- My brain hurts -- The new shape of the world -- Culture, courage, clients and castanets -- Epilogue.

Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data--the currency of the digital age--to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future