“We’re living in an opt-in culture… The only way to get positive attention in this environment is by creating great media.” So goes the mission statement of New York-based “Post Advertising Agency” Story Worldwide. But what makes great media? What qualities in a brand make for great media content? On the May 14 Edition of Marketing Matters, hosts Jerry Wind and Catharine Hays discuss this approach to advertising with Story CEO Kirk Cheyfitz and VP of Narrative Charles Coxe.
Also joining the program will be guests Amy Noah, VP of Development for Purdue University, and Andy Dahlen, VP of Marketing for Beech-Nut, both of whom have developed campaigns with Story, to discuss how a “storytelling’ approach to marketing plays out in practice.
The Wharton Future of Advertising Program airs programs monthly on Marketing Matters, a weekly call-in show airing on Wednesdays from 5pm to 7pm on Sirius XM Channel 111, Business Radio powered by Wharton. Programs will be rebroadcast throughout the month. Full channel information available here: http://businessradio.wharton.upenn.edu/.