Business school students looking to specialize in marketing are no doubt paying attention to the digital realm. As you examine what is happening in the digital marketing industry, you might also want to ask yourself what is changing within the agency world for marketers, communications professionals and advertisers. These players have a role in any well-developed marketing plan.
Last Thursday, I listened to a panel discussion as part of a Communications Week, founded by Kite Hill PR’s Tiffany Guarnaccia. The live conversation called “Beyond Storytelling,” was hosted at the Art Directors Club in Midtown. In the communications industry, the following mantra has been spreading like wildfire, “content is king.” The panel conveyed that the power of original storytelling in the agency world has grown. Patrick Coffee, of PRNewser, moderated the panel discussion with four panelists: Brendan Murphy, Senior Partner of Design at Lippincott; Shoshana Winter, Executive Planning Director of Digital Integration, McGarryBowen; Tyler Gray, Editorial Director of the Creative Newsroom, Edelman; and Andrew Fingerman, Media Director at MRY. One of the first questions Patrick asked the panel was “Why is content so important?” The entire panel agreed that storytelling, in the communication industry, should upkeep a continuous narrative between agencies’ clients and the clients’ customers. In the past, agencies saw a large discrepancy between what the marketers of a brand wanted to say and what the recipient of a brand wanted to hear. In other words, when experts in the industry talk about telling a story, it is really the story about a brand.
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CategoriesAuthorBy executive committee members of Zicklin Women in Business Archives
March 2015
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