All articles and content relating to storytelling. With a focus on how to use it most effectively in marketing and e-Commerce.
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Why read this? : We look at how to get a balanced creative approval process. Learn how legal, brand, sales and reputation checks stop you going wrong. But, we also cover how you get approval on
Why read this? : Creative evaluation can be tricky. We look at the challenges you face getting creative work through a business. Learn how to best deal with disagreements and different points of view. Read this
Why read this? : We share how to create and use customer segment profiles to define and describe your target audience. Learn how and where to use these profiles to make your marketing story more relevant.
Why read this? : We show that fun as creativity is, it also has serious business benefits. But sometimes you need a nudge to get started. We share 3 of our favourite easy creative ideas to
Why read this? : We show how you can practice your advertising evaluation skills by analysing adverts from other categories. Learn how with our examples of bank advertising from Bankwest, Commbank and ANZ Bank. We try
Why read this? : We look at how you can grow your business by providing digital services. Learn about how to meet online customer needs in service areas like information, entertainment and shopping. Read this to
Why read this? : Many brands use Christmas advertising to drive their year-end sales. We look at this year’s examples from Coca-Cola, Myer and Pandora. We apply advertising evaluation criteria to show how clear, understandable,
Why read this? : We look at the value of storytelling in advertising and marketing. Great stories draw customers in, and make your brand more engaging and enduring. Learn how that works with our example stories