Cameron and Westwood share stories at iEX2013

James Cameron, Vivienne Westwood, Heston Blumenthal and the Freakonomics author Steven Levitt shared insights and spread inspiration to a marketing audience at Idea Exchange (iEX2013).

Vivienne Westwood: talks to Malcolm Poynton, SapientNitro's EU creative chief
Vivienne Westwood: talks to Malcolm Poynton, SapientNitro's EU creative chief

Global brand marketers from Unilever, McLaren Automotive and Google were among the 300 delegates at the event, organised by SapientNitro, at the London Film Museum.

This, the agency’s third iEX, but the first in the UK, examined how the boundaries of storytelling can, and must be, adapted for today’s always-on, hyper-connected world.

Among other things, the audience heard Levitt explore the economics of prostitution; Blumenthal tell of making customers cry by using sound with his food; Westwood explain her mission to cope with "environmental revolution", and Cameron talk of "the cusp of the possible".

The event builds on SapientNitro’s own theory of Storyscaping – the idea of moving from story telling to weaving a narrative thread through every interaction a consumer has with a brand.

To see footage from the event, go to campaignlive.co.uk/go/iex2013/