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Topic: Storytelling

Why Licensed Music Matters to Brands Like Hyundai and Chobani

Listen for Bruno Mars, Bob Marley and Joan Jett

Even though classic rockers like Led Zeppelin and Bob Dylan have finally warmed to licensing their songs to brands, marketing chiefs remain picky about when and how to use music…

Brands Need to Stop Trying to Play Hero

The goal should be participation

Illustration: Miguel Montaner Did you ever know that you’re not my hero? There. It had to be said (or sung). Consider this amusing yet pertinent disconnect in the spirit of helping…

MediaCom Studies Hollywood to Help Train Its Staff

Learning new ways to tell an interesting and compelling story

It’s late on a Monday morning and eight staffers at MediaCom are watching Argo. No, they’re not slacking off but rather learning how to tell a story from two Italian filmmakers:…

Genuine Brand Publishing Needs to Trump Generic Content Marketing

Can’t just tick a box on media plans

 Content marketing, alleged industry savior for publishers, advertisers and marketers alike, is going through a bit of a crisis of conscience. As a medium it’s come so far and so…

Unilever's Global Media Lead on Branded Content, Big Data and Display

Predicts brands will take content marketing in house

Public relations firms and digital shops that are currently cashing in on branded editorial may want to think about finding new revenue sources. So suggested one Unilever exec today at…

7 Basic Types of Stories: Which One Is Your Brand Telling?

Creatives explore humans' archetypal plots

You think you're being all clever and original with your brand storytelling. In fact, you're not. From Shakespeare to Spielberg to Soderbergh, there are really only seven different types of…

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