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Uploaded on Apr 5, 2011
As channels proliferate and audiences fragment, traditional ad forms are becoming less and less relevant and effective, and brand leaders are less and less willing to pay for them. Beyond renting audiences from media owners, today brands can build audiences themselves by producing and distributing ever-more creative content—brand stories that flow seamlessly throughout a cross-media content ecosystem. Instead of interrupting consumers with messages, brands can now also create and own media that consumers want to spend time with, that makes them believe in the brand, that engages them in a much more compelling and complex way than the simple recognition that "this episode was brought to you by ..." ever could. Using examples of current work, Miles Young, CEO of Ogilvy & Mather Worldwide, will show how brands that have a history of storytelling and embrace technology and innovation across all forms of media, are the ones that will create content that consumers will seek out and those who will build powerful, belief-based relationships that will grow and endure.