Storytelling is one of the most talked-about topics in advertising lately, but how to develop an effective tale that connects with the viewer isn’t nearly as discussed.
In a recent interview, we sat down with Jacki Kelley, CEO, Universal McCann as well as one of our global judges for the Microsoft Advertising Story Awards to define what makes a story worthwhile.
Basically, it needs to be “R.A.R.E.,” according to the digital team at Universal McCann.
Watch the video below to see how these four letters can turn your brand story into something unforgettable.
Would you like Jacki Kelley see your RARE digital story? Enter the Microsoft Advertising Story Awards and you may be telling your tale at the Cannes Lions International Festival of Creativity.
Shelby Healy – Microsoft Advertising