Darren J Kerr
Dec 13, 2017

Why stories are at the heart of live experience

Forget gimmicks and technology fads, what consumers want is to be told a good story.

The live event landscape is awash with a technology tsunami, while the convergence of digital and face-to- face is becoming ever-more impactful. Brands are valued not solely by sales, but by likes’ and the squatting rights of consumers’ front of mind.

Forget gimmicks and technology fads. What consumers and audiences wantwhat they’ve always wantedis to be told a good story. People connect with people and storytelling blesses brands with humanity.

...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for CEI Bulletins

Related Articles

Just Published

Premium
DDB Mudra Group shakes up management
Premium
8 hours ago

DDB Mudra Group shakes up management

Brijesh Jacob and Deepak Nair have left; both were cited in MeToo accusations earlier this year.

Premium
Mindshare Asia-Pacific names new COO & CGO
Premium
8 hours ago

Mindshare Asia-Pacific names new COO & CGO

Prashant Modi is promoted and Rohan Lightfoot’s title is made official.

Premium
Cutters Studios hires former Havas ECD
Premium
8 hours ago

Cutters Studios hires former Havas ECD

David Morgan is part of the production company's plan to offer higher level services in Japan.

Premium
The rise of creative consultancies (and how agencies can also be heroes)
Premium
9 hours ago

The rise of creative consultancies (and how ...

Oliver Spalding at Digitas argues why agencies need to think bigger, lest they become a legacy system that needs removing.