Storyscaping is a new-age approach to digital marketing, according to SapientNitro’s Gaston Legorburu and Darren McColl. Watch video to understand what it is, as well as how it has influenced advertising campaigns.
In today’s competitive landscape, brands, agencies and marketers in general are always looking for improved ways that they can better connect with their clients. One agency that has created its own way of doing so is SapientNitro, through a concept that they call “storyscaping”.
Storyscaping is a new-age approach to digital marketing, according to SapientNitro’s Gaston Legorburu (worldwide chief creative officer) and Darren McColl (global chief strategy officer). It involves using stories to create a narrative in a way that consumers can actually engage with through communications, interactions, and consuming the product.
Watch the interview below as Legorburu and McColl explain this new advertising concept in more detail, as well as explain how SapientNitro has used it to influence some of their marketing campaigns with clients.
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Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).
In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.
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