Since the beginning of time , stories have shaped our culture . They ’ ve helped us understand the world in which we live , how we relate to ourselves and each other , and how to thrive on this planet . As marketers , communicators , brand strategists , and agency professionals , we ’ re being called to elevate our best practices to a higher level with a new approach . Our industry is ripe for change . Now is the time .
Our industry is ripe for change . Now is the time .
A powerful story ignites imagination , fuels possibility , and invites perspective shifts when its impact is clarified and articulated at the beginning of the creative process . Whether it ’ s an engagement campaign , commercial , or in-person experience : when a story can incubate , develop , and expand throughout the production process , its potential for impact is more fully realized .
Consumerism and profit at all costs is outdated and irresponsible . Our audiences deserve more from media . It ’ s time to engage with them differently for improved decisions and a brighter future . Increasingly , funders , investors , broadcasters , collaborative partners , and consumers are looking to connect with a clearer sense of purpose beyond features-focused marketing , direct sales pitches , and over-thetop advertising .
As an Indigenous storyteller and impact producer , I believe that the impact of a story is its spirit , the very reason a creative spark was ignited for a specific purpose at a specific time in the first place .
-- Charlene SanJenko