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Patrick T. Davis
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Wednesday, 07 November 2007 |
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Marketers are talking nonstop about “content” these days: how it can help companies “be the media,” how it may be more credible than news, how it more closely connects readers and sellers, how it is the key to successful social media. Fine. All true. But is any of it new?
As I think about these questions,
I can’t help but go back to the Master and his classics: David
Ogilvy.
Weren’t his famous long-form ads
– whether touting Guinness or a Rolls – the first “content plays” in the
industry? With all the troubles on Mad Ave. these days, I say one way for the
big agencies to compete in the current meltdown environment is to bring back the
long-form. Do it genuinely and openly, and it might just work. Good stories,
after all, are good stories, no matter who tells them.
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