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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts. Today, Shaun MacGillivray, president of Macgillivray Freeman Films, shares how the documentary world shifted in working with brands to find an authentic storytelling voice that resonates with consumers.
The challenge
Now more than ever, consumers want brands to be upfront, inclusive and purpose-driven. They are much more interested in the actions and promises behind a brand, rather than just the brand name itself, and they want an authentic identity.
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