Nothing Has Changed, Everything Has Changed
Shelly Lazarus, Chairman Emeritus, Ogilvy & Mather
Shelly Lazarus, the Ogilvy & Mather advertising veteran, believes that despite the challenges posed by new media, "it has possibilities that we never dreamed about when I first came into this industry." Still, no amount of new media can beat the basics of solid brand positioning and differentiation. "And that will never change," she says during an interview at IESE's New York Center.