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
Brands that forge an emotional tie are best protected from copycats
Shares0
Share

1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

Just published