One quality that OgilvyOne looks for in applicants is an
understanding of IT and, more specifically, new media. To any marketer,
media such as the Internet is useful - not just for what it achieves but
for the way it forces you to think.
If the Internet shut down tomorrow, it would have served a purpose in
challenging established orthodoxy; software marketers are now
successfully ignoring old presumptions about how to launch and sell
brands - presumptions built on years of dependence on a few mass
media.
The advantage of new media lies not only in the markets it allow you to
reach, but the interactive manner in which you can reach them. They
enable the consumer to interact with the advertising and with the
advertiser.
The first is new, and may require many new creative and planning
skills.
But it is the interaction with the advertiser which is arguably more
important.
Anyone familiar with these new media is likely to have an instinctive
understanding of ’advertising to individuals’. Not merely tailoring a
message to different types of people, but to the individual moments at
which they receive them.
Mike Dodds is a management partner at OgilvyOne.
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