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F*ck Storytelling

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Advertising's obsession with storytelling is an overused and limiting cliché. Experience and action trump story. In a post-digital age, technology isn't merely a means to deliver stories, it's an …

Advertising's obsession with storytelling is an overused and limiting cliché. Experience and action trump story. In a post-digital age, technology isn't merely a means to deliver stories, it's an essential element of creative ideas.

Video of the presentation is here: https://www.youtube.com/watch?v=_jMywXG6AWQ

Published in Business , News & Politics
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Transcript

  • 1. FEBRUARY BIG DATA BLOWS MARCH SCREW SOCIAL MEDIA
  • 2. WE STORIES
  • 3. “ADVERTISING IS GREAT STORY-TELLING.” DAVID SABLE, YOUNG & RUBICAM
  • 4. “SIMPLE OR ELABORATE ADS ALWAYS TELL A GREAT STORY.” MARC GIUSTI, LEO BURNETT
  • 5. “THE BRAND IS A STORY.” SETH GODIN
  • 6. “IF YOU AIN’T TELLIN’ STORIES, YOU AIN’T SHIT.” TOM DEMETRIOU, BARKLEY
  • 7. TRENDY AND TRENDING
  • 8. “…DIGITAL STORYTELLING IS AT THE CORE OF ABSOLUTELY EVERYTHING WE DO.”
 STEPHEN GOLDBLATT, BAZILLION “VIA PATCHCHORD.COM: LEE CLOW AND ALEX BOGUSKY: STORYTELLING & THE FUTURE”
 JOHN KREICBERGS, @PATCHCHORD “WE TELL STORIES. THAT’S IT.”
 CHRIS O’CONNOR, LIQUID9 “STORYTELLING IN DIGITAL IS A MUST ACROSS THE BOARD.”
 AARON EVANSON, VML “WE HAVE BEEN DIGITAL STORYTELLERS SINCE THE BEGINNING.”
 TERI ROGERS, HINT “WHEN STORYTELLING BECOMES STORY DOING: THE EMPLOYEES LIVE THE BRAND.”
 JEFF FROMM, BARKLEY
  • 9. “... THE WORLD’S FIRST POST-ADVERTISING
 AGENCY, APPLYING ESTABLISHED STORYTELLING
 TECHNIQUE AND TALENT …”
 ! !
  • 10. EXPERIENCE > STORY
  • 11. “... WHEN WE ACT, WE CREATE OUR OWN REALITY. AND WHILE YOU’RE STUDYING THAT REALITY...WE’LL ACT AGAIN, CREATING NEW REALITIES...AND YOU, ALL OF YOU, WILL BE LEFT TO STUDY WHAT WE DO.” KARL ROVE ACTION > STORY
  • 12. STORY-DOING “TOP 5 RESTAURANT CAMPAIGN 2012” NATIONS RESTAURANT NEWS
  • 13. ART + COPY
  • 14. ART + COPY + CODE
  • 15. ART + COPY + CODE + SOLDER
  • 16. 2013 GRAVITY AWARD
  • 17. 2013 CANNES LION
  • 18. EXPERIENCE STORY
  • 19. CREATIVE TECH
  • 20. DIGITAL PHYSICAL
  • 21. IDEA REALITY
  • 22. LET’S MAKE: ADS STORIES EXPERIENCES SERVICES PRODUCTS COMPANIES
  • 23. LET’S BE THE PEOPLE THEY TELL STORIES ABOUT.
  • 24. 36