Highway to Hell or Stairway to Heaven?

OgilvyOne Worldwide Chairman & CEO, Brian Fetherstonhaugh, explains how one-off unconnected digital projects can lead marketers down a “Highway to Hell” and instead advocates a distinctive “Stairway to Heaven” solution.

“It’s a different approach where your actions today lead you to a better tomorrow. You build something that matters and something that lasts. Here’s what it takes.

  • A different mindset -one that is more holistic and customer-centric.
  • A deliberate pathway – a goal with broad phases that can be anticipated from the outset.
  • It consciously builds around platform choices – brand platforms and technology platforms that have a chance to endure.
  • And it relies on the discipline of continuous testing and a business case for Marketing ROI. “

Click here to view the presentation or download a PDF from SlideShare.

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Posted in Great Selling Examples, The Future of Selling

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