During my most recent trip to Ottawa, I read a very interesting piece of vintage.
Over 20 years ago, David Ogilvy (of Ogilvy & Mather) worte a book titled ‘Ogilvy on Advertising’. At the end of his book, David Ogilvy, one of the most influential people in the advertising world until his passing in 1999, made 13 predictions about how he foresaw the future of advertising.
20+ years later, did Ogilvy’s prophecies come true? You be the judge.
1. Research quality will improve and creative people will use it to improve sales
2. A print advertising renaissance
3. More info, less “hot air” 
4. Billboards will be abolished
5. Commercials cluttering TV and radio will be controlled
6. Increased government advertising for education and health
7. Population control through advertising
8. Candidates for political office will stop using dishonest advertising
9. Overseas advertising will improve
10. Foreign agencies will come to the US and prosper
11. Multinational agencies will respect cultural differences
12. Direct response will fold into general advertising
13. TV commercials will cost less
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