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 Рand 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.