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The death of long-form has been greatly exaggerated…

Lovely piece here from the gang at LikeMinds (interview with a VP at Ogilvy) on the value of long-form in advertising. The idea that we have the attention span of a goldfish is simply not true - and particularly in B2B, there is immense value in the consultative sell. Bespoking, relationship-building and value generation all take time, especially when the product or service is not a commodity. Twitter and Vine are certainly fine And quick hits are surely engaging But when you take time (as I have with this rhyme) You'll find that despite the lack of scansion and use of second rate poetic devices that the results for your brand of a richer and more explanatory process can be better buy-in, which is amazing. I thank you.

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