• Marketing Week, Friday, September 23, 2011 11:30 AM

Brands marketing in the UK are increasingly turning to long-copy ads to gain better traction with consumers, say industry experts.

British Airways, Volkswagen, and London 2012 are using text-heavy ads in the press and outdoors. According to Mark Goodwin, creative director at advertising agency M&C Saatchi, the format is no longer considered old-fashioned because of its ability to engage.

"There's been a reluctance to use long-copy over the years, as the perception from both clients and agencies has been that it's an old-fashioned technique," says Goodwin. "Brands want to try something different to engage consumers, especially young people. Long-copy feels like the radical solution to achieving this."

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