Images, visual platforms central to experience exchange for young people: Starcom

Speaking at a session titled "Why storydoing is the next chapter of storytelling" at Spikes Asia 2013 today, Montgomery said that millennial expression today is about showing rather than telling, and a common visual standard is being forged, connecting millennial across borders and languages. 

"When it comes to defining characteristics of story, it is a collaboration where people come together to be part of the story and how you can take part in the culture," she said. "Brands are part of the storymaking collaboration."

Another characteristic of storymaking, according to Montgomery, is that it is active, dynamic and agile, as millennials live life in a 24/7 social news cycle. Storymaking meets their real-time expectations, as well as providing a platform where they can share their opinions.

"Brands that consistently keep pace with culture get it right with millennials," she said. "But it's not an open invitation—credibility has to be earned." 

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In addition, Montgomery said, storymaking is designed for reaction, as being in the know holds real social value. Every visual story should be crafted to solicit a desired response. "Staying culturally agile is an active pursuit, and cultural context shapes what and how visual stories are shared across markets."

She shared five tips for brands, including showing respect, learning the language, keeping up with the culture, designing stories for reaction and giving back to create value exchange.

Photo source:

Emma Montgomery of Starcom on stage at #SpikesAsia now! #OgilvySpikes #Ogilvy pic.twitter.com/E6R7HF6zoF

— ogilvydo.com (@ogilvydo) September 15, 2013