David Ogilvy is a big name in traditional advertising. Those of you who are into direct marketing or direct response marketing might associate his name to one of the biggest advertising agency in the world.
What many don't know is that Ogilvy is the number one antagonist of a traditional advertising. In this 7-minute video, Ogilvy pours out his "secret weapon" that made him a superstar in advertising, that secret weapon is direct mail. He insists that getting the product direct to the consumer is a far more cost efficient way of marketing. He insists that "creativity" and "originality" is the most dangerous word in advertising and marketing. He insists that creativity is a nothing more than an excuse to veer away from the necessity of measuring campaigns because it is in the measuring that you can really unlock what can sell a product.
