A contemporary take on the David Ogilvie letter to his team.

There’s an important rule in marketing, “It’s not about being louder but more relevant.” This emphasises the importance of creating meaningful, targeted connections with your audience rather than relying on sheer volume or noise to gain attention. In today’s oversaturated media and social media landscape, consumers value content that speaks directly to their needs, preferences, and aspirations. Their short attention spans mean you also have to be to the point in the first sentence or two.

Relevance is achieved through personalised messaging, understanding customer pain points while delivering value at the right time and place. Instead of competing for attention by shouting louder, successful marketing focuses on resonating with the audience by being authentic, timely, and aligned with their expectations, ultimately fostering trust and loyalty.