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In this edition of AdVison, our very own Mel Carson looks into the crystal ball with Y&R’s David Sable on what to expect for 2012.
“Storytelling is getting much more important,” Sable said. With the increasing number of advertising channels entering the market so rapidly, advertisers must now carefully consider how to captivate their audiences without getting lost in the shuffle.
Listen in on what Sable has to say on the return to great storytelling and how you can begin penning your own great brand narrative destined for a happy ending:
Also, be sure to bring your storytelling magic to the first ever Microsoft Advertising Story Awards, where you can win a VIP trip to the Cannes Lions Festival of Creativity. Need even more inspiration? Be sure to visit our brand new advertising site chock full of case stories, research and more!
Stay Curious, Storytellers!
Shelby Healy – Microsoft Advertising
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Very interesting to hear his POV and insight. Loving AdVision
I agree with what your company has to say about storytelling as a marketing strategy Shelby. But my question is, how can you determine the authenticity of the story? I mean it's really easy to concoct a fictitious or leading story and make it seem realistic right? How do you build credibility especially if you are just starting in the business? Thanks for your help!
The wonderful thing about digital is that it gives brands an opportunity to be transparent and authentic. If you've done the right research about who you're trying to connect with, you can build a story that not only resonates with your audience, but will build your credibility. Anyone trying to push the envelope will get found out pretty quickly.
Thank you for reading!