Let the brand tell the story

Brands have spent a long time aiming to be invited into consumers' lives by providing them with 'branded entertainment' and the challenge to amuse or stimulate grows as the contest for share of attention span grows more fierce in a cross-screen world.

Let the brand tell the story

Russ Lidstone with Rebecca Moody, Anthony Edwards and Zoe DecoolEuro RSCG

The best advertising has always been entertaining and the transmedia age offers brands a golden opportunity to create captivating content with a brand narrative.

In a 1930 speech to the Association of National Advertisers, American President Herbert Hoover celebrated a gold standard for the advertising industry: "At one time, advertising was perhaps looked upon as an intrusion, a clamour to the credulous. But your subtlety and beguiling methods have long since overcome this resentment. From all of which the public has...

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