Creativity for the Connected Age

View All

03 The Evolution of Branded Storytelling

Consumers have become smarter and more cynical. They don’t want to feel advertised to, and generally loathe advertisements for interrupting what they’re doing. Today’s ad experiences are moving beyond overt product selling, from brands ‘shouting’ at consumers and disrupting their experiences, to making ads people generally want to engage with.

  • 3.1 From Information to Entertainment

  • 3.2 The New Brand-as-Media Company

  • 3.3 Shaping the Narrative Through Social Activation

  • 3.4 Great Stories Must Span Devices

  • 3.5 Getting Screen Specific

  • 3.6 Technology’s Impact on Storytelling

  • 3.7 From Real-Time to Relevant