Paid, Earned and Owned Media: It’s a Love Story

New Yahoo!/BBDO study uncovers tips for brand storytelling
Storytelling is a key theme at Advertising Week this year. “Great stories and storytellers capture our emotions,” noted Simon Bond, Chief Marketing Officer, BBDO and Proximity Worldwide, during the session “Branded Storytelling in the Digital Era” at IAB Mixx in New York on Monday. This truth, he noted, is “vital for brand marketers to understand,” because “advertising at its best is storytelling.”
Who can argue with that? The conundrum for marketers, said Bond, is that “social media has changed the way we have to tell stories.”
Understanding how consumers engage with brands today, and how they get involved with a brand’s story, was the subject of “Branded Storytelling,” based on a new joint Yahoo!/BBDO study, “What’s Your Story?”, released today. Bond was joined on stage by Lauren Weinberg, Yahoo!’s Vice President of Strategic Insights and Research.
“What’s Your Story?” asked more than 1,000 consumers and marketing […]

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