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Excerpt from 'Confessions of an Advertising Man'

01 Oct 2004 | by David Ogilvy

Confessions of an Advertising Man, the standard introduction to advertising, is being reissued by Southbank Publishing with a new foreword by Sir Alan Parker. This seminal business classic distills all the successful Ogilvy concepts, tactics and techniques. Read a sample free of charge here on Think.

Better rewards for hotel loyalty

16 Sep 2004 | by The McKinsey Quarterly

How to stop hotel customers from sleeping around. Article from the McKinsey Quarterly.

Slogans as trademarks: "It does exactly what it says on the tin"

08 Sep 2004 | by James Mitchell

Is it possible to register slogans in the same way you can register other marks, giving you exclusive rights of usage? If so, how do you do it and are there problems in doing so? By intellectual property and technology lawyer James Mitchell.

Brand momentum: speed can kill

01 Jul 2004 | by Bret Kinsella and Joseph Benson

Joseph Benson and Bret Kinsella argue that unmanaged brand momentum inevitably leads to brand dilution.

2003 Hit Products in Japan

08 Jun 2004 | by Dentsu

Japanese agency, Dentsu, looks into the hit products of 2003 in Japan, giving an in-depth picture of lifestyles and consumer thinking. This report also includes a consumer trend forecast for 2004.

Children's Advertising Code: review of adult submissions received

01 Jun 2004 | by Dr. Ruth-Blandina M. Quinn

On 19 April 2004, the Broadcasting Commission of Ireland (BCI) launched its Children's Advertising Code - Phase 3 Consultation Document.

Delivering real growth through innovation

01 Jun 2004 | by Chris Wood, Corporate Edge

Today, with the bottom line tightly under control, CEOs are being asked for their top line growth strategies. The question of how to fill the empty innovation pipelines is echoing down the corridors, and through marketing departments short on experience and expertise.

How UK organisations can conquer US vertical industries effectively

05 Apr 2004 | by Flora Iacchia

It has become increasingly difficult for UK companies to sell to the US if they lack Stateside customers who can act as local references. US-based marketing and PR consultant Flora Iacchia explains how marketers can overcome this hurdle.

Case Study: The National Trust - direct marketing as brand leader

01 Apr 2004 | by Professor Angus Jenkinson and Branko Sain

Direct marketing is extremely important to the development of the National Trust and is instrumental in developing a brand strategy.

Agenda of a shareholder activist

25 Mar 2004 | by The McKinsey Quarterly

Fund managers should be good owners, not just traders, believes the head of Europe's leading shareholder-activist fund, David Pitt-Watson.

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