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@OgilvyCTLearn, Unlearn, Relearn
@OgilvyCT“The illiterates of the 21st centurywill not be those who cannot readand write, but those who cannotlearn, unlear...
@OgilvyCT“IT’S NOT THESTRONGEST OF THESPECIES THATSURVIVE, NOR THEMOSTINTELLIGENT, BUTTHOSEMOST ADAPTIVE TOCHANGE.”CHARLES...
@OgilvyCT“Advertising is a form of communication for marketingand used to encourage, persuade, or manipulate anaudience to...
@OgilvyCTLEARN
@OgilvyCT40,000BCArtA history of advertising in 5 minutes
@OgilvyCT40,000BC - Chauvet Cave Painting
@OgilvyCT40,000BCArt30,000BCAnimationThe beginning of advertising
@OgilvyCT30,000 BC - Animation(See http://tinyurl.com/caveanimation )
@OgilvyCT40,000BCArt30,000BCAnimation2000BCOutdoorThe beginning of advertising
@OgilvyCT2000 BC – Outdoor ads from Egypt
@OgilvyCT40,000BCArt30,000BCAnimation2000BCOutdoor750 BCSoundThe beginning of advertising
@OgilvyCT750BC – Audio messagesGreek ladies of the night tap nails into their shoes to produce “come hither” sound effects
@OgilvyCTNot much happened for a while in ad land
@OgilvyCT1140Printing PressA brief history of advertising as we know it
@OgilvyCT1140 - Gutenberg Printing Press
@OgilvyCT1140Printing Press1661BrandingA brief history of advertising as we know it
@OgilvyCT1661 – 1st Branding (for a very early Toothpaste)
@OgilvyCT1140Printing Press1661BrandingA brief history of advertising as we know itIndustrial Revolution
@OgilvyCT1750-1850 - Industrial Revolution3 key Shifts• Physical Link between buyer and sellerbreaks• Manufactures market ...
@OgilvyCT1140Printing Press1661Branding1786First AgencyA brief history of advertising as we know itIndustrial Revolution
@OgilvyCT1786 1st Agency Born - William Taylor
@OgilvyCT1140Printing Press1661Branding1786First Agency1941First TVCA brief history of advertising as we know itIndustrial...
@OgilvyCT1941 – TV advertising
@OgilvyCT1140Printing Press1661Branding1786First Agency1941First TVCA brief history of advertising as we know itIndustrial...
@OgilvyCT50s & 60s Mad MenBill Bernbach David Ogilvy
@OgilvyCT1961 - Lemon
@OgilvyCT1964 - SnowploughVolkswagen Snowplough
@OgilvyCT1970 - RabbitsVolkswagen Two Bunnies(How to tell a story in 10 seconds)
@OgilvyCTNothing much changed for the next 40 years
@OgilvyCTUNLEARN
@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-informationInformation sources over time
@OgilvyCT Source: http://www.baekdal.com/analysis/market-of-informationInformation sources over time (linear)
@OgilvyCTThought Leaders – The RebelsSir Tim Berners Lee invented the www
@OgilvyCTThe rise of the digital brandSeptember 4, 1998May 27, 2003February 2005February 2004March 2006
@OgilvyCTExponential growth in content / data
@OgilvyCT
@OgilvyCTDanceHave funLive the experienceCheck inTweetShareCapture the experience
@OgilvyCTThings have changed forever
@OgilvyCTRELEARN
@OgilvyCT“Every day is a School day”
@OgilvyCTTo gear Ogilvy for anincreasingly digital futureby inspiring, educating andupskilling our staff in theways of the...
@OgilvyCTOLD NEWAdvertise to many Intervene with a few.Amplify to many.Positioning Take a positionMarketers have power Con...
@OgilvyCTBe Interesting, People are just not that into you.
@OgilvyCTBe Interesting, People are just not that into you.No one is waiting for your brand post. If you want it to work b...
@OgilvyCTWTF is big data?
@OgilvyCTData is the new oil
@OgilvyCTActs Not Ads
@OgilvyCTWrite the press release not the ad
@OgilvyCTSmall moments matter
@OgilvyCTContext is everything“Contextual marketing is about deliveringthe right message to the right person,via the right...
@OgilvyCTCreate ecosystems, not campaigns
@OgilvyCTStories are still stories, ideas are still ideas
@OgilvyCT
@OgilvyCTThanks@ChrisRawlinson / @Gallarelli@MrChristiffa / @OgilvyCT
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Learn, Unlearn, Relearn

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Above is a talk I made for the Integrated Marketing Conference in Cape Town, entitled Learn, Unlearn, Relearn.

The talk takes you through a brief history of advertising showing what has changed, what is new, and what has fundamentally remained the same.
It then shares some tips and advice on how to help make sure your work remains relevant in today’s ever evolving world.

I gave the talk with Chris Gotz and Luca Gallarelli, both from Ogilvy Cape Town.

Learn, Unlearn, Relearn

  1. @OgilvyCTLearn, Unlearn, Relearn
  2. @OgilvyCT“The illiterates of the 21st centurywill not be those who cannot readand write, but those who cannotlearn, unlearn, and relearn”Alvin Toffler
  3. @OgilvyCT“IT’S NOT THESTRONGEST OF THESPECIES THATSURVIVE, NOR THEMOSTINTELLIGENT, BUTTHOSEMOST ADAPTIVE TOCHANGE.”CHARLES DARWIN
  4. @OgilvyCT“Advertising is a form of communication for marketingand used to encourage, persuade, or manipulate anaudience to continue or take some new action.”Wikipedia
  5. @OgilvyCTLEARN
  6. @OgilvyCT40,000BCArtA history of advertising in 5 minutes
  7. @OgilvyCT40,000BC - Chauvet Cave Painting
  8. @OgilvyCT40,000BCArt30,000BCAnimationThe beginning of advertising
  9. @OgilvyCT30,000 BC - Animation(See http://tinyurl.com/caveanimation )
  10. @OgilvyCT40,000BCArt30,000BCAnimation2000BCOutdoorThe beginning of advertising
  11. @OgilvyCT2000 BC – Outdoor ads from Egypt
  12. @OgilvyCT40,000BCArt30,000BCAnimation2000BCOutdoor750 BCSoundThe beginning of advertising
  13. @OgilvyCT750BC – Audio messagesGreek ladies of the night tap nails into their shoes to produce “come hither” sound effects
  14. @OgilvyCTNot much happened for a while in ad land
  15. @OgilvyCT1140Printing PressA brief history of advertising as we know it
  16. @OgilvyCT1140 - Gutenberg Printing Press
  17. @OgilvyCT1140Printing Press1661BrandingA brief history of advertising as we know it
  18. @OgilvyCT1661 – 1st Branding (for a very early Toothpaste)
  19. @OgilvyCT1140Printing Press1661BrandingA brief history of advertising as we know itIndustrial Revolution
  20. @OgilvyCT1750-1850 - Industrial Revolution3 key Shifts• Physical Link between buyer and sellerbreaks• Manufactures market products longdistances from their factories• Advertising needed
  21. @OgilvyCT1140Printing Press1661Branding1786First AgencyA brief history of advertising as we know itIndustrial Revolution
  22. @OgilvyCT1786 1st Agency Born - William Taylor
  23. @OgilvyCT1140Printing Press1661Branding1786First Agency1941First TVCA brief history of advertising as we know itIndustrial Revolution
  24. @OgilvyCT1941 – TV advertising
  25. @OgilvyCT1140Printing Press1661Branding1786First Agency1941First TVCA brief history of advertising as we know itIndustrial Revolution1st CreativeRevolution1950’s &60’s
  26. @OgilvyCT50s & 60s Mad MenBill Bernbach David Ogilvy
  27. @OgilvyCT1961 - Lemon
  28. @OgilvyCT1964 - SnowploughVolkswagen Snowplough
  29. @OgilvyCT1970 - RabbitsVolkswagen Two Bunnies(How to tell a story in 10 seconds)
  30. @OgilvyCTNothing much changed for the next 40 years
  31. @OgilvyCTUNLEARN
  32. @OgilvyCT Source: http://www.baekdal.com/analysis/market-of-informationInformation sources over time
  33. @OgilvyCT Source: http://www.baekdal.com/analysis/market-of-informationInformation sources over time (linear)
  34. @OgilvyCTThought Leaders – The RebelsSir Tim Berners Lee invented the www
  35. @OgilvyCTThe rise of the digital brandSeptember 4, 1998May 27, 2003February 2005February 2004March 2006
  36. @OgilvyCTExponential growth in content / data
  37. @OgilvyCT
  38. @OgilvyCTDanceHave funLive the experienceCheck inTweetShareCapture the experience
  39. @OgilvyCTThings have changed forever
  40. @OgilvyCTRELEARN
  41. @OgilvyCT“Every day is a School day”
  42. @OgilvyCTTo gear Ogilvy for anincreasingly digital futureby inspiring, educating andupskilling our staff in theways of the social web.
  43. @OgilvyCTOLD NEWAdvertise to many Intervene with a few.Amplify to many.Positioning Take a positionMarketers have power Consumers have powerNotional persuasion New news, Fun, Utility or die.Competing with brands Competing with contentBrands have structure Brands as Cloud
  44. @OgilvyCTBe Interesting, People are just not that into you.
  45. @OgilvyCTBe Interesting, People are just not that into you.No one is waiting for your brand post. If you want it to work be interestingParody of content marketing from The Onion (NSFW Language) http://tinyurl.com/Onioncontent
  46. @OgilvyCTWTF is big data?
  47. @OgilvyCTData is the new oil
  48. @OgilvyCTActs Not Ads
  49. @OgilvyCTWrite the press release not the ad
  50. @OgilvyCTSmall moments matter
  51. @OgilvyCTContext is everything“Contextual marketing is about deliveringthe right message to the right person,via the right medium at the right time.”
  52. @OgilvyCTCreate ecosystems, not campaigns
  53. @OgilvyCTStories are still stories, ideas are still ideas
  54. @OgilvyCT
  55. @OgilvyCTThanks@ChrisRawlinson / @Gallarelli@MrChristiffa / @OgilvyCT

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