David Olgivy Had It Right

Posted in: Creative, Measurement, TV ads

On: November 22, 2013

David Olgivy never ran a Google Adwords campaign or used retargeting to reach consumers – but he would have loved it.

The legendary adman made a video nearly 40 years ago arguing that Direct Response advertising was superior to what he called, derisively, General Advertising. “Direct Response was my first love. It became my secret weapon,” said Olgivy.

Olgivy was more prescient than he could have ever imagined.

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