Saturday April 4, 2020

Ad expert gives industry a dressing down over digital misadventures

As digital marketing agencies chase statistics on clickthroughs and brand exposure, advertising expert and vice-chairman of Ogilvy UK Rory Sutherland warns that digital’s impact could be overrated

12th November, 2017
Rory Sutherland, vice-chairman of Ogilvy UK

When Rory Sutherland, the vice-chairman of Ogilvy UK and world-renowned advertising expert, says marketers are getting it wrong, there is a problem.

Despite all the strides the industry has made in digital and data analytics, Sutherland said marketing agencies were focusing too much attention on justifying why they bought the media rather than actually creating value.

“When the digital age came along, digital advertising hit us. It suddenly ran into the problem that no one...

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