Arc Award-Winning Storytellers Share Secrets to Creating Brand Messaging That Resonates

'Social listening' and 'being real' are key

Video: Josh Rios; Editor: Breana Mallamaci

At SXSW on Saturday night, Adweek honored the finest brand storytellers of the past year. The Arc Award winners represented brand names like Wendy’s, CNN and Land O’Lakes and lesser-known brands like Dutch confectionery company Tony’s Chocolonely.

During the event, Adweek caught up with the honorees to talk about what makes great storytelling and why it’s so important for brands to listen to their customers.

“It was all about the audience you could capture,” said Christine Martino, evp of national ad sales for Screenvision Media. “In the last few years, you have to be more mindful about how you tell the story and who you’re telling it to.”

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