Scott DonatonOpinion ContributorScott Donaton is global chief creative and content officer at Digitas. Scott leads the agency’s worldwide “connected creative” practice, which includes creative, content, experience design and production. Voice An Erosion of Trust Offers Much to Be Lost—and Sometimes Gained—by Brands Without it, why would consumers be attracted to a product or service? Why Brands Need to Skip the Ads and Start Telling Stories You can skip this ad in 5, 4, 3, 2, 1 … skip ad. C'mon, you know you want to. We all do. While the stats vary, there's evidence that around nine out of 10 people who can skip an ad do—whether by hitting the "skip ad" button online or fast-forwarding through a commercial break while watching time-shifted programming.