Creating systems of content

MILES Young, the worldwide chairman of Ogilvy & Mather (O&M), the New York-based advertising, marketing and public relations giant, is nearing the end of a long and distinguished career in an industry where one needs to constantly find new ways to communicate ideas and vision. He will be stepping down on Sept 1, 2016 from his current position but will remain non-executive chairman of O&M.

Reflecting on his long association with the company, Mr Young says that digitalisation has completely changed how his industry works. Digitalisation has ushered in an age of transparency and this has had a profound impact on how companies work and behave, he notes. "People are looking for performance in brands. It is no longer enough for brands to say something, they need to do something." This is because people want "authenticity" and in a sense "behaviour" from a brand.

"They want brands to do something. I think this is a change. Brands that say one thing and do another will not be tolerated. That means companies have to spend a lot of time analysing closely what they really are, where they came from and what they are expected to do."