Ogilvy wants to maintain its thought leadership position in the German agency market. To that end, the agency developed the “Ogilvy HowTo” publication format – a high quality, limited edition magazine format, combining the best in design, illustration and original thinking. Every edition offers a wide rage of topics for debate and discussion. In every issue we shed light on one current topic of the industry, having experts look at it from all perspectives, explaining facts, and voicing – if necessary – uncomfortable truths. HowTo No. 4 is the fourth edition in a row. The topic of the new publication: “Stop advertising. Start entertaining.”

In HowTo No. 4 we discuss how to successfully lead brands in an ever more fractal media landscape – and how brands can find new, strong and exciting forms of orchestration. As we do not aim to present mere theory, the focus of the magazine is on practical experience. The authors are coming from different areas of communication e.g. TV, direction, eGaming or YouTube – and they are sharing their insights with the audience.

The many complex and versatile illustrations in the magazine by renowned illustrators, by newcomer illustrators as well as Ogilvy inhouse-Creatives, are distinctive eye catchers and an extraordinary flagship for the agency. They unfold a very different effect compared to purely commercial work examples that are usually used for an agency’s public image. The magazine catches the reader’s eye by a diversified design.

Numerous requests and orders for the fourth issue prove the popularity of the format – still ongoing. For the first time, we offered the magazine to people interested in receiving a copy of HowTo 4 for a fee of 29 Euro – although this increased the hurdle, we didn’t observe any decrease in ordering.The HowTo Magazine is considered to be one of the top publications in the agency business. The magazine has been featured in the advertising trade press, and we got a lot of positive feedback from marketers, opinion leaders and readers all around. Some promising new business activities can be traced back to HowTo No. 4. The magazine is a very valuable instrument for attracting future employees as well.