For all the growth in digital media, the fragmentation of attention and the changes in how people read, view and interact with content across multiple platforms – the need for a good story continues unabated.
The art and craft of storytelling – to engage, delight, inform and entertain – is invaluable. Storytelling remains an essential and established communication tool. It can be highly effective not just in advertising, through online content and in digital channels but across a wider spectrum of experiential marketing.
WARC’s 2020 Health of Creativity report found that more than a quarter (26%) of the award-winning campaigns...