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Olgivy's Ghost Haunts Adbumb Party
By Bruce Prokopets
If you're director, George Romero, the ghosts you raise are
nightmarish, flesh-dripping creatures of darkness with
consuming, cannibalistic passion. If you're the Pace Media
Group and Asa Bailey, you may be empowered to raise a more
delightful specter of the living. Over a thousand advertising
professionals witnessed the raising of the uncannily believable
ghost of advertising icon, David Ogilvy at the recent ADBUMb
after-party at Show Nightclub.
Lines extended to 7th Avenue as advertising mavens from every
part of the cyberspace marketing galaxy clamored to walk the
red carpet, pose for the paparazzi, and make their own
spectacular entrance into the club. Though cramped, Show, with
its Moulin Rouge-style decor, was the perfect, turn-of-the-
century backdrop for the ghostly apparition of one of the
greatest ad men that ever lived.
David Olgivy, one of the fathers of in twentieth century
advertising, created one of the first public advertising agencies.
His bestsellers, Confessions of an Advertising Man (1963) and
Ogilvy on Advertising (1983), helped shaped the world of
advertising. His reliance on customized ad copy based on
demographic research was an inspiration to those who helped
him form the first interactive ad agency, Olgivy Interactive in
1983, which laid the foundations for future Internet-based
advertising. Little did he realize that the demons of the Internet
would not let him rest in peace when they raised him from the
dead for Advertising Week's biggest soiree.
There, dominating the big screen, the undisputed giant of
advertising, sashayed before the breathless crowd of
advertising professionals and spoke his wisdom for post
posterity. As the dual theater screens rolled, the video created
by viral marketing authority, Asa Bailey, the nonchalant pipe-
smoking ghost wandered around his country resting place,
announcing plainly, "Hello from New York. I'm David Ogilvy. Just
like to say a huge thank you for coming to the ADBUMb party.
Now, as you know, I've been dead for a while now. But I've had
time to see what the future holds¡"
In his vision, Ogilvy's ghost prognosticates about a choice-
based advertising where consumers trade out their
entertainment for advertising messages pouring out from a
billion channels. It characterizes future advertising as "a utopia
of an unobtrusive user-centered media." Having now given his
audience a warning to stay on top of the exciting new direction
in advertising, to ponder it and be ready- he tells them that, for
him, he is content to focus on "getting on with being dead" and
being funky, ending his clarion call to the faithful by cutting loose
to the disco beat of Bee Gee's "Staying Alive."
Interested parties are invited to enjoy the apparition
themselves on a slightly small screen! Why not? It's almost
Halloween.
ADBUMb is a free, online advertising newsletter, released
Wednesdays, with over 30,000 subscribers. Its readership
includes the industry's highest percentage of media buyers. Its
parent company, the Pace Media Group, publishes the New
Media Report twice weekly and 925M.com, a community forum
for the online advertising industry.
Bruce Prokopets
Executive Editor
Press Direct International
www.pressdirectinternational.org
About the Author
Press Direct International is a global information web site providing indispensable information tailored for professionals in the financial services, media and corporate markets. Our information is trusted and drives decision making across the globe.
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