IF INTERNET ADMAKERS LISTEN, OGILVY HAS SOMETHING TO SAY.(Column)

Advertising Age, September, 1999 by Rothenberg, Randall

Among the silver paeans that flowed through David Ogilvy's memorial service at Lincoln Center two weeks ago, none was more eloquent than one offered privately by a man who had never worked for the late founder of the Ogilvy & Mather federation.

``Look at all the old people here,'' Michael Schrage, the writer and M.I.T. new media scholar, observed. ``This place should be crawling with young people trying to make their way in interactive advertising. David Ogilvy had more to tell them about their craft than any of the new Internet gurus.''

Schrage was correct. Internet advertising is in dire straits. A half century after the founding of his agency and several months after his passing, the late Mr. Ogilvy still owns the compass that points the way out....

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