Marketing
Long Copy in Advertising: Why It Still Works in 2026
Long copy outlasted every declaration of its death. Ogilvy's reader split, the four situations that demand long copy, and why AI engines now reward depth.
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David Ogilvy
Entertainment & Media
Ogilvy Entertainment and the Branded Entertainment Assessment Model
Ogilvy Entertainment launched the Branded Entertainment Assessment Model at MIPTV in April 2012. Doug Scott led the rollout. Ogilvy is now a top-3 WPP brand under CEO Devika Bulchandani.