OgilvyOne Viewpoint #11 - Brand journalism and storytelling
Chris Wall
The march of technology may have changed the way we consume media, but the ancient art of storytelling is as alive and relevant today as it ever was.
IN THE OLD DAYS OF ADVERTISING, before advertising schools came into vogue, one of the things people looked for in potential copywriters was a background in journalism.
Journalists know how to tell a story. They know how to organize it - headlining the most newsworthy point, putting the most important information in the first paragraph, the second most important information in the...