“Start experimenting with mobile, test, refine, repeat,” was the advice offered by Sir Martin Sorrell, chief executive at WPP, at the Mobile Entertainment and Advertising Summit held by the GSM Association.
Well there you have it; ‘experiment, test, refine, repeat’. Ogilvy and Sorrell may not have seen eye to eye when the new boy was buying up O&M, but D.O. may be very proud to see how the young lad Sorrell has come along. Ogilvy himself was a big proponent of testing - a habit he picked up from Claude Hopkins (see post below).
In case anyone is wondering, Ogilvy too was a direct marketer before he was an adman. He referred to DM as, “my first love, and later, my secret weapon.”
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