2.4 - Storytelling

Question 1

T/f: Despite agency structures changing, what these agencies do remains the same.

Answer 1

True: Ultimately, communication agencies help their clients tell a story about a brand or product. This story aims to make audiences think and/or do something differently.

Question 2

There are three ways agencies help tell these stories:

Answer 2

they create, distribute and analyse them

Question 3

How does a media agency, create analyse and distribute stories?

Answer 3

Create stories: Media partnerships
Distribute stories: Paid media space (TV, outdoor, print, digital, etc.)
Analyse stories: Brand trackers, econometric modelling

Question 4

How does an ad agency create and analyse stories

Answer 4

Create stories: Advertising creative
Analyse stories: Audience insight

Question 5

Social agency

Answer 5

Create stories: Social posts and content, influencer content
Distribute stories: Organic social, paid social, influencer audiences
Analyse stories: Social analytics

Question 6

PR agency

Answer 6

Create stories: Brand narrative
Distribute stories: Through organic media (press, journalists, TV coverage, influencers)

Question 7

Regardless of the method, the story’s aim is always to?

Answer 7

Regardless of the method, the story’s aim is always to make audiences think and/or do something differently.

Question 8

Responding in a rapid world

Answer 8

Rapid changes in the media landscape may necessitate campaign evaluation and adjustments even after careful planning.
Events like the Covid-19 pandemic or poor channel performance may trigger the need for responses.
Marketers should prioritize agility and the ability to course-correct to optimize campaign performance.
Caution is advised when making alterations to algorithms during their test-and-learn phases to ensure sufficient learning for the rest of the campaign.