To say it has been an eventful year would be an understatement. Now at the helm of Epsilon’s agency business, I am at the center of the hyperbole that is the ad industry’s so-called “identity crisis.” Sure the fight for consumer’s attention has intensified, resulting in noticeable shifts like Dentsu’s acquisition of Merkle. And yes, it has resulted in headlines like “Epsilon Wins Del Monte, May Be Coming for Your Clients.” But what is really at the center of these changes and dramatic headlines?
I recently had the opportunity to speak at the Modern Marketing Summit Upfront @ Internet Week to discuss the transformation of storytelling. With digital content being consumed in greater amounts and in more varying forms, brands have a greater opportunity to tell their story in intriguing and creative ways. But it also means the definition of storytelling is changing and more is required from brands and their partners to deliver a good story.