Global CMOs: people want storymaking not storytelling

People are not interested in traditional advertising, they want uninterrupted experiences, "storymaking" not storytelling, the Cannes Lions festival was warned by a panel of global marketers.

In the first of its "Wake Up with The Economist" panel sessions, the brand's executive editor Daniel Franklin hosted a candid conversation and debate with chief marketing officers Diana O'Brien of Deloitte, Raja Rajamannar of Mastercard, and Marc Mathieu of Samsung Electronics America.

Among topics discussed were:

  • The role of the CMO is changing, and so are the skillsets on their teams
  • People are not interested in traditional advertising, they want uninterrupted experiences
  • Technology has democratised content creation – we are all empowered creators
  • Risk-taking is necessary while failure can be valuable
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