Authenticity beats all
CNN International Commercial hosted a roundtable discussion about the art of successful storytelling.
Hosted by Pippa Scaife, CNNIC's Commercial Director of Emerging Brands, the insightful gathering took place at the latest Media360 event in Brighton where marketing chiefs and agency heads were represented by companies, such as Vodafone, Lexus and EDF Energy.
“About 60% of our partnerships touch our in-house creative studio, which largely tell stories about issues. It is much less about creating an ad and more about creating that sense of purpose.”
Pippa Scaife, Commercial Director of Emerging Brands, CNNIC
Digital and Media Head of Global Travel at Diageo, Swagat Choudhury said the days of creating long stories are over with Simon Edward, VP and CMO of IBM UK & Ireland concluding that stories must be flexible to ensure they work across all platforms.