Who make the best story tellers?

Back in 2010, I met with a major global brand for a credentials meeting. It was a normal credentials meeting, we exchanged pleasantries whilst we worked out how to hook up our technology (my lap top) to their technology (a large wall mounted flat screen with no information as to which channel to use - and no remote control in sight to change it).

Having cracked everything on the technology front the screen came to life.... and in that exact moment the client suddenly exclaimed.... "I hope you're not about to tell me that you're storytellers. I've had 5 agencies pitch me the same we're storytellers presentation this week".

Three things occurred to me in that moment.

(1). Why do agencies have this constant need to re-invent their purpose in life?

(2). When they do, why do so many copy their competitors new proposition?

(3). If we are the 6th agency to present credentials this week, why does no one know which input to use on the flat screen or where the remote is?

Back to The Future

Fast forward to 2018, so what's storytelling got to do with this?

If you think of it from a marketing perspective, the only thing that has a story to tell is the brand. That's the story that needs to be told and the best people to tell that story are the brand and /or their advertising agency (I know they like to be called communication agencies these days, but I'm old fashioned like that).

Truth is a good ad agency can create a single minded proposition with an associated backstory to support it like no other. That's their core skill and that's what they do best. Ad agencies are "intelligent" when it comes to brands (bit controversial maybe, but stick with it).

Other agencies: Sales Promotion (Sorry, I really am old fashioned), Experiential, Loyalty, Direct Marketing, Digital, Social Media (the list goes on - sorry if I missed anyone out) are by comparison "clever".

They are clever, because they have pioneered and championed how to activate these stories through their respective channels like no other. They're specialists, generally more entrepreneurial, with probably the widest marketing knowledge in terms of disciplines, mechanics, operational support, legislation, emerging technologies and how to use them. They are your "go to" guys when you need to acquire, retain or grow your customer base.

Brands who engage best with consumers tend to work with "intelligent story tellers" and "clever story makers" who can really activate the brand expereince in their respective channels.