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Page last updated at 09:53 GMT, Monday, 14 November 2011

Social media 'magnifies' advertising

Confessions of an Advertising Man, the book by the legendary adman David Ogilvy which revolutionised the industry 60 years ago, has been re-published. What is the state of the advertising industry since the book was first published?

Nicola Mendelsohn, President of the Institute of Practitioners in Advertising, believes the UK is very good at "sticking to the power of big ideas" and the advertising industry has a "lot of growth".

Sir John Hegarty, founder of Bartle Bogle Hegarty, says that advertising has always worked in a similar way with a big idea that "gets people talking about it". Social media, he adds, "magnifies" that effect.

Nicola Mendelsohn says that one of the big opportunities is "to be able to talk to consumers at the point of purchase", with mobile phones allowing advertisers to "create personal bespoke messages" for the consumer.

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