Welcome to the 27th video in our Ad Vision series of interviews leading up to Cannes Lions 2011!
We caught up with Microsoft Storyteller - Steve Clayton - at Imagine 2011 earlier this year and we wanted to understand how he's using digital technology and social media to bring Microsoft stories to life. Steve reinforces what our Ad Vision interviewees have consistently suggested – the power of any story lies in its degree of cross-disciplinary relevance.
What elevates a story from two-dimensional to unforgettable is how it exposes common threads between interests, products, and/or services.
For Steve, successful storytelling is finding and articulating the shared thread between teams and what they’re doing.
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