Connecting in a new ad world
If there is a recipe to success in today’s ad world, it is to embrace change, do something different every day and make emotional connections, says Ogilvy SA’s Mariana O’Kelly
In a constrained economy, and to remain relevant and keep ahead of the game, advertising agencies need to do things out of the ordinary. That’s the opinion of Mariana O’Kelly, executive creative director at Ogilvy SA, the recent winner of the Sunday Times Top Brands awards’ Robin Putter prize. It’s not about making sudden changes, says O’Kelly. “Do one thing today that you didn’t do yesterday, and keep at it. This is what makes the change achievable,” are her words for 2018’s world of advertising. At a Redzone breakfast event facilitated by Arye Kellman, the chief creative officer at Tilt, O’Kelly spoke about the industry, the agency and life in an era when advertising is not what it used to be. She said one has to reinvent yourself every day, be open to change and admit that no-one has all the answers. O’Kelly modestly describes herself as “the sesame seed on the bun that holds a giant dagwood together”. The agency’s success, she maintains, is thanks to a group of talented people. ...
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