Tag: Storytelling + Media

While “try-hard” content is costly, it’s also not always effective—so leave it behind. Lean into that holiday joy.

Respectfully wander through the New Jersey Pine Barrens’ forests to find a surprising variety of scenery, habitats and species in this island of biodiversity, but you won’t encounter the Jersey Devil.

To explore the future impact of transformational changes in the creative realm, Google is partnering with Contagious, Benedict Evans, Bain & Company, and 25 industry trailblazers on the Open Creative Project

So, let’s stop where I started. Customers are hungry – starving in fact – for new kinds of experiences from the brands that they interact with, but instead of hearing “I want my MTV”, we should all hear “I want relevant content now, ASAP, immediately, please”.

Watch Danielle Dardashti, Founder of .dash Branded Content giving an AWLearn Masterclass on reaching business goals through the science, art and craft of strategic storytelling.

Brands are waking up to the power of podcasting to reach new customers and create more leads. The sheer quantity of frequent listeners is a major factor.

There’s a new way to look at influencer marketing that we see in the data, and it starts with recognizing the difference between ‘influentials’ and ‘influencers.

For brands, emotions present an important opportunity to engage the audience, and creating an emotional connection is vital to attracting both customers and employees.

At a time of unprecedented disruption, publishers face many challenges; but they also hold the trump card of storytelling par excellence.

Digital has changed the publishing industry but there is still an important place for print.

Someone somewhere in your personal or business network is an engineer.  Have a chat with them about what they’re working on. Compare notes on how they get stuff done.  Ask them what they think the metaverse will be for. 

These are only two examples of how today’s global brands have been met with a timely and difficult marketing decision – with each choosing a path that led them to either cheers or jeers on social media.

The action on the field during the big game between the L.A. Rams and Cincinnati Bengals was matched only by the advertising contests that played out during the commercial breaks.

Talk to any mobile app marketer who has run a launch plan and you’ll hear stories of one-day surges and topping the App Store charts, only to be left with the disappointing reality that such a surge of users is rarely—if ever—sustainable. That appears to be the case for Coinbase, as well.

There is a unique opportunity for marketers to connect with their customers and drive greater engagement this Winter, as sport is a topic that resonates with so many – whether you’re watching, participating, or attending events.

Decisions based on insight and understanding of consumers the brand wants to connect with – consistently asking, “Will this execution work for them?” – reduces subjectivity and ultimately builds efficiency into the creative process.