Marketers frequently talk about the customer journey, but Rosie Gentile, senior vice president of strategy for Cossette – the marketing and communications agency – instead believes in a “communications journey.”
“What I mean by that is thinking in narrative,” Gentile told the Data & Marketing Association’s (DMA) 2018 &Then Conference in Las Vegas. “What’s the story we’re looking to tell your consumers across the journey? And how does that story differentiate us?”
For years, the Toronto office of Cossette has been telling the story of SickKids, the country’s largest children’s hospital – an effort for the Toronto-based healthcare organization that...