For over one hundred years now, agencies have been organized to create, produce and place either individual messages or groups of messages categorized together as “campaigns.”
Campaigns are going the way of the dinosaurs, it seems.
I'm fascinated by how PR and ad agencies are shifting and changing in response to storytelling as a pull dynamic (we pull you into our business with stories) in the business landscape as opposed to the traditional push dynamic (we push our message out to you).
I like this article because it reminds us that storytelling is an iterative process, not a linear one. And that storytelling is about an ongoing conversations instead of a broadcast.
There are 3 questions at the end to help readers assess where they are with their brand story. This is a good quick read, and a reminder about how our thinking needs to change as we get our heads wrapped around effective business storytelling.