0:03
Ete Davies: The future of brand storytelling is in partnership with consumers.
0:05
People are creating their own content.
0:09
They are interacting with brands and the stories that brands are telling in new ways.
0:13
It’s not just enough for a brand to broadcast their story; you have to shape it with your
0:19
Kimberlee Wells: I think the future is really not that different to the past.
0:22
We told better brand stories in the past than what we’ve been telling.
0:29
And I think the reason for that is brands gave way to investing in their brands, chasing
0:30
the short-term sales.
0:35
In terms of what I think the future is: We are going back to these big brand narratives.
0:38
We’re starting to see a shift in where spending is going.
0:43
Increasingly brands are wanting to talk about their purpose and, as a result of talking
0:45
about their purpose, they need to bring the narrative in.
0:48
It’s an exciting time to see brands back.
0:50
Andrew Shebbeare: Creative briefs haven’t changed that much in the last 10 years.
0:53
I suspect they won't be that different 10 years from now.
1:00
I think, inevitably, what will happen is that digital growth will continue, and that will
1:04
mean that, for many, many brands, digital is the first channel they plan into rather
1:11
That means that digital creative assets become the cornerstone for more brands, rather than
1:16
the peripheral work that needs to be adapted from a TV asset or from a print campaign.
1:20
And I think we're already seeing a generation of brands for whom digital is their anchor
1:24
Adam Kerj: I think you really have to figure out what kind of role you want to play in
1:30
You really have to understand who they are, where they are, and what they’re doing.
1:35
And so I think you really need to provide them with something meaningful that really makes their
1:40
lives either more interesting or more relevant or more entertaining, whatever it is.
1:45
Finding that purpose and making it really, really relevant and bespoke and tailored to
1:46
each one of us, I think that's key.
1:51
Ete Davies: The hardest thing to get right when connecting with consumers is authenticity.
1:55
Often brands try too hard to tell consumers what they want rather than being true about
1:58
what they are as a brand and where they have purpose, because that’s what really resonates.
