This theme is as much about the context (and pace, volume) as the content. Storytelling, the bedrock of our industry – used to be much simpler: develop one key message, focus on a few formats and execute with artistry. But, the job today is way more complicated. Platforms have multiplied and we’re all spoilt for choice. We crave and expect constant entertainment. We’re greedy for more (and better) content. We will not accept mediocrity. This is as exciting as it is unnerving and we need to embrace the challenge!
We must adapt formats, at pace and at scale. Today, brands that need to gain attention must focus on content that entertains and engages people on the issues and stories that matter, right here, right now. Cultural relevance is critical.