- David Ogilvy: "NEW ADVERTISING. TWENTY-ONE SUCCESSFUL CAMPAIGNS FROM AVIS TO VOLKSWAGEN by Robert Glatzer. Citadel Press, NJ 1970" source ↗
A 1970 survey of 21 of the most successful advertising campaigns of the 1960s, the decade that transformed advertising from a sales discipline into a creative one. Glatzer covers Avis ('We Try Harder'), Volkswagen ('Think Small'), and other campaigns that became case studies in business schools.
Ogilvy listed The New Advertising in the "Recommended Reading" appendix of Ogilvy on Advertising. The 1960s were the decade when advertising became a subject of cultural fascination, and Glatzer's book captures the campaigns that defined it.
For a founder, these 21 campaigns are a portable case-study library. Each one solved a specific business problem with a specific creative idea. Studying them teaches pattern recognition for how positioning, messaging, and media work together when they are done at the highest level.