Purpose, the metaverse and the next evolution of brand storytelling

With fundamental shifts in consumer behaviours and expectations, new brand storytelling opportunities are being created in 2022.

For all the growth in digital media, the fragmentation of attention and the changes in how people read, view and interact with content across multiple platforms – the need for a good story continues unabated.

The art and craft of storytelling – to engage, delight, inform and entertain – is invaluable. Storytelling remains an essential and established communication tool. It can be highly effective not just in advertising, through online content and in digi