“Storytelling” and “content marketing” have been the buzzwords du jour of the ad world in recent years, so much so that the latter was voted as the ANA’s Marketing Word of the Year in 2015. While both are favorite topics of discussion at advertising panels and events, a number of industry execs at the 4A’s Transformation conference in Los Angeles said that there needs to be less talk around storytelling and more doing.
“We’re living in a world of story doing,” said Rosemarie Ryan, co-founder and co-CEO of Co:Collective. “Work out what your story is and start actually doing it.”
Scott Donaton, chief content officer at DigitasLBi, said that the industry as a whole needs to change its mindset around content and storytelling, noting that advertisers should stop treating content as “this experimental side thing” and start “paying real attention and investing real money” into it.
Founder and CEO of Kargo Harry Kargman said that the industry needs to stop obsessing with data so much and focus more on “[bringing] art back to advertising.”
Hear more of what they had to say in the video above. To find out what attendees had to say on the topic of how the business of advertising should transform in 2017, click here.