Narrative techniques utmost in digital revolution, says O&M's Miles Young

Storytelling and content are the two major themes of importance to adland's post-digital revolution, according to Ogilvy & Mather global chief executive Miles Young.

aking exclusively to Campaign at Cannes, Young said: "As we start to grapple with the longer term implications of the digital revolution, it’s clear that narrative techniques are very important and not given enough understanding.

"Another theme is the importance of content. An awful lot of what comes to Cannes now is difficult to define in terms of the traditional categories, and I think there’s a big debate now about what content actually is."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More