Sylvie Dewaele - Storytelling vs. Storydoing

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Sylvie Dewaele - Storytelling vs. Storydoing

  1. 1. TBWA! storytelling ! vs ! storydoing!
  2. 2. TBWA!
  3. 3. TBWA! L’invitation au voyage, created by the photographer and director duo Inez andVinoodh, produced in a series of six images and a film in the world’s greatest museum, the Louvre.
  4. 4. TBWA! Story as a tactic.
  5. 5. TBWA!
  6. 6. TBWA! Story as a strategy.
  7. 7. TBWA! # PURPOSE
  8. 8. TBWA! People don’t buy what you do,! they buy why you do it. ! Simon Sinek
  9. 9. TBWA!
  10. 10. TBWA!
  11. 11. TBWA!
  12. 12. TBWA!
  13. 13. TBWA!
  14. 14. TBWA!
  15. 15. TBWA!
  16. 16. TBWA! Inspire and develop the builders
 of tomorrow
 
 Our ultimate purpose is to inspire and develop children to think creatively, reason systematically and release their potential to shape their own future – experiencing the endless human possibility.
 !
  17. 17. TBWA!
  18. 18. TBWA! # RELEVANCE
  19. 19. TBWA!
  20. 20. TBWA!
  21. 21. TBWA!
  22. 22. TBWA! # AMBITION
  23. 23. TBWA! The audience is not brought to you or given to you. It’s something that you fight for. You can forget that, especially if you’ve had some success. It demands a consistency of thought, of purpose and of action over a long period of time.! Bruce Springsteen!
  24. 24. TBWA! Red Bull: 20 years of doing!
  25. 25. TBWA!
  26. 26. TBWA! since 2008!
  27. 27. TBWA! # NON LINEAR
  28. 28. bringing Happiness one action at a time!
  29. 29. 
 
! broadening the scope of Happiness!
  30. 30. TBWA! through cans and bottles!
  31. 31. TBWA! to product innovation!
  32. 32. TBWA!
  33. 33. TBWA!
  34. 34. TBWA! A platform detailing the problems the world is facing, the solutions IBM is working on and an invite for people, businesses and governments to work together!
  35. 35. TBWA! CSR program!
  36. 36. TBWA! Brussel Mobiliteit was one of the 16 cities to be selected out of more than 100 in 2014 and will be hosting an IBM team!
  37. 37. TBWA! sponsorships - Wimbledon!
  38. 38. TBWA!
  39. 39. TBWA!
  40. 40. TBWA! Personal Relevance Personal Relevance INTRUSIVE INTRUSIVE BUSINESS AS USUAL EVENTS DESTINATION/ MEDIANEWS storydoing!
  41. 41. TBWA!
  42. 42. TBWA!
  43. 43. TBWA! !
  44. 44. TBWA! Geef uw mening op kbc.be/alleskanbeter 02KBC0096-00_Campagneaffiche_950x630.indd 1 18/03/14 16:25 10 000 vragen om ondernemers in uw buurt vooruit te helpen. 02KBC0096-00_Campagneaffiche_950x630.indd 2 21/03/14 15:14
  45. 45. TBWA!
  46. 46. For the leader, storytelling is action oriented – a force for turning dreams into goals and then into results.
 
Harvard Business Review – The Four Truths of the Storyteller!
  47. 47. TBWA! Communications! Purpose driven! COMMUNICATIONS! PRODUCT / SERVICE! BUSINESS ! = 1 LEVEL OF STORYTELLING! = 3 LEVELS OF STORYDOING! STORYTELLING! STORYDOING!
  48. 48. TBWA! 3rd level COMMUNICATIONS! 2nd level PRODUCT / SERVICE! 1st level BUSINESS ! 1.! COMMUNICATIONS AS A STARTING POINT!
  49. 49. TBWA! 3rd level COMMUNICATIONS! 2nd level PRODUCT / SERVICE! 1st level BUSINESS ! 2.! BUSINESS AS A STARTING POINT!
  50. 50. www.disruptionworks.be
  51. 51. TBWA!
  52. 52. TBWA! sylvie.dewaele@tbwa.be
  53. 53. Thank you!!
  54. 54. TBWA! Copyright in this proposal remains the property of TBWA and this document may not be reproduced in whole or part without agreement. Information and ideas in this proposal are given on a ‘commercial in confidence’ basis and are for the exclusive use of the company named above and may not be communicated to any third party without the consent of TBWA.! ! Costs and timings contained in this proposal are estimates only (unless otherwise indicated) and do not necessarily form a contract or a formal quote to undertake work. Costs and timings may be the subject to revision and only formal written quotes can be taken to represent TBWA’s agreement to undertake work at specific prices and within specific timings.!

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