Marketing Magazine | Fuel Industries

by Rob Gerlsbeck

Deep in Ottawa, the most unlikely of agencies plots to dominate the world of branded entertainment

The 30-second spot is dead. So is the 60-second. People just don’t have the attention span anymore. So how come Brady Gilchrist is going around telling everyone the future of advertising lies in something much longer-the 600-second spot?

Gilchrist, the executive vice-president in charge of strategy at Ottawa-based Fuel Industries, gets pumped just talking about it. “We’re conditioned to think of :30s and :60s, but imagine what can be done with 600 seconds of brand engagement?”

(Full Story: Marketing Magazine | Fuel Industries)