Sink, swim or become the Water. How liquid storytelling will transform our industry.
Wednesday, October 5 at 14:00 Workshop
Sink, swim or become the Water. How liquid storytelling will transform our industry.
The word „digital“ became one of the most popular ones in our industry. Agencies move to the digital world or get pushed to it by consumers. A sort of digital portfolio can be found in nearly every credential presentation. So agencies offer the digital framework. Great, but which content do they use for filling it? They use the same old structures and procedures for telling, creating and producing it. Content that is too short, too rigid or too expensive.Today big trends in advertising show that we move to transmedia storytelling. Content that becomes the water and flows from one media to the next. From social to mobile, from traditional media to YouTube channels. Content that is like liquid. But who can tell these kinds of stories? There for a new type of creative attitude is needed. Creatives who work in a liquid enviroment.
What this means for agencies and creatives will be shown by the Meredith story. Meredith is one of the biggest publishers in the US with more than 150 newsstand titles and read by 75 million women. In the last few years the company became one of the biggest players in advertising. How? Their content began to flow...
Location: Emerald Hall
