Ben and Jerry’s CEO recently said that they view themselves as publishers and their agencies as publishers. Find out why he said that, and what that means for the future of marketing. Additionally, is the “Agency of Everything” an unrealistic fantasy or plausible reality? Attendees will learn what it takes to be one and/or what you have to do to hire one. In this session Simon will also speak about why brands need to uncover their unique Story Platform and how it impacts all future communications.

2. CONTENT ADVERTISING IS THE
ONLY ADVERTISING LEFT.

3. CONTENT ADVERTISING IS THE
ONLY ADVERTISING LEFT. OR IS IT?

4. 4
“TODAY, THE ONLY
MESSAGES PEOPLE SEE
AND HEAR ARE THE
ONES THEY CHOOSE
TO SEE AND HEAR.”
— KIRK CHEYFITZ
CO-FOUNDER, CO-CEO AND CHIEF STORYTELLER

5. 5
STORY IS AN INTEGRATED
CREATIVE AGENCY
THAT MAKES BRANDS
MATTER TO PEOPLE.

6. 6
WE’RE THINKERS.
WE’RE MAKERS.
WE’RE STORYTELLERS.

7. 7
WE LIVE IN INTERESTING TIMES
200,000,000
PEOPLE
NOW BLOCK
ALL ADS
THAT NUMBER DOUBLED
IN THE LAST YEAR.

8. 8
INTERRUPTION DOESN’T WORK ANY MORE
Some in the media industry believe ad-blocking is unethical because
we owe them attention to ads in exchange for providing content they
want. Their audience disagrees…

9. 9
QUESTION NO. 1: ASK YOURSELF…
“DO YOU HAVE A
CONTENT STRATEGY –
OR A COLLATERAL STRATEGY?”
—Robert Rose, Chief Strategy Officer, CMI
“Collateral Damage” on LinkedIn

10. 10
COLLATERAL:
“SOMETHING ADDITIONAL BUT
SUBORDINATE; SECONDARY”
—Robert Rose, Chief Strategy Officer, CMI
“Collateral Damage” on LinkedIn

11. 11
QUESTION NO. 2:
HOW DO WE MAKE CONTENT
PRIMARY; NOT SECONDARY?

12. 12
BEST CONTENT MARKETING = BRAND STORYTELLING

13. 13
NOT JUST MATTRESS COMPANIES…

14. 14
#1 CHALLENGE: BRAND STORYTELLING

15. 15
BRAND STORYTELLING: HOW DO YOU DO IT?
2
CREATIVE EXECUTION ACROSS MEDIA
(INTEGRATED DELIVERY)
3
DIGITAL MEDIA PLANNING AND BUYING
(NOT FORGETTING CONTENT IS MEDIA)
1
BRANDING AND STRATEGIC PLANNING
(FINDING YOUR STORY)
MEASUREMENT, ANALYTICS, OPTIMIZATION
(BEFORE, DURING AND AFTER—REALTIME)
4

16. 16
WHAT MAKES AN EFFECTIVE BRAND STORY?
AN AUTHENTIC NARRATIVE THAT ONLY YOU CAN OWN. A
DIFFERENTIATING SPACE THAT NOBODY ELSE CAN CLAIM.
THEN BUILD ALL COMMUNICATIONS AND CONTENT
CONSISTENTLY AROUND THAT CORE NARRATIVE.

17. 17
START WITH YOUR FOUNDATIONAL STORY
Begin at the beginning. Which proprietary process is right for you
depends on the strength of your current brand story.
“I DON’T KNOW MY BRAND STORY.”
THE STORY DISCOVERY WORKSHOP
Brands in need of a Story Workshop have forgotten
their purpose and whose story ceased having a
meaningful impact to audiences.
“HOW DO I TELL MY BRAND STORY?”
THE STORY METHOD
Brands in need of the Story Method know exactly who
they are—right down to their DNA—and need a
powerful way to articulate their story to the world.

18. 18
Your Story Platform is not a tagline. It is an internal organizing principle that
most powerful narrates the relationship between your brand and its audiences.
It serves as the springboard for all content.
BOTH LEAD TO YOUR MOST MEANINGFUL BRAND NARRATIVE
THE STORY
DISCOVERY
WORKSHOP
THE STORY
METHOD
TWO JOURNEYS, ONE DESTINATION THE STORY PLATFORM
TM
OR

19. 19
HOW TO GET THERE
THE OUTCOME:
The Story Platform becomes the core narrative that will shape every story you tell to
your employees, current and future audiences, the media and the general public.
THE PROCESS:
Delve into the meaning of your brand and your business purpose. Listen to what your
audience wants and needs from you. Conduct deep, investigative sessions with brand
stakeholders. Finally, listen to culture and identify trends—past, present and future.
THE APPLICATION:
A core brand marketing narrative, an evergreen asset to powerfully unify a brand with
their intended audience forever.

20. 20
FIND THE STORY
CRAFT THE STORY
TELL THE STORY
REPORT THE STORY
BRIEF, ASK, or
CLIENT CHALLENGE
PAID
CLIENT
SERVICES STRATEGY BRAND CREATIVE
PRODUCTION CREATIVE TECHNOLOGY MEDIA
OWNED PAID EARNED
YOUR
STORY PLATFORM
TM
ANALYTICS
& INSIGHTS
HOW IT ALL COMES TOGETHER

21. 21
COUNTRY CROCK:
A BRAND STORYTELLING EXAMPLE

22. THE COUNTRY CROCK STORY PLATFORM: THE MAGIC OF HOME
Home.
It’s where we live and where we come from.
It’s the place we find comfort, love and strength.
Home is our port in a storm.
Home is where we want to celebrate.
It’s the value, beliefs and good habits—combined with family
traditions—that we take with us. It’s what we want to
pass on to our own children.
It’s is a simple word conjures up wonderful memories—of growing
up, rolling in warm grass, mom in the kitchen, families gathered
around tables. Somehow, home can mean the same thing to all of
us, yet holds distinct personal connotations for everyone.
Home is a magical word—and a magical place filled with love,
warmth, love and wholesome traditions.
By starting this Story Platform, Country Crock will naturally have the
authority to tell an infinite variety of engaging, personal stories that
embody the brand and the magic of home—biscuits on Sunday
morning, sharing recipes, helping moms prepare meals,
Thanksgiving dinner for all 40 close family members and so much
more—reminding us all how powerful the magic of home can be.
22

23. 23
HOW THE STORY PLATFORM SETS THE STAGE
THE STORY
PLATFORM
INFORMS THE
CREATIVE BRIEF
THE CULTURAL TENSION:
Mothers universally question: “Am I doing
enough to ensure my children grow up to be
happy, healthy adults?”
THE TARGET INSIGHT:
“By holding on to my value system I can feel
confident letting go, because I know that my
kids have the foundation to make good
decisions that I would be proud of.”
THE CATEGORY POSITION:
All about occasions and the end-result.
THE BRAND PURPOSE:
Country Crock DNA is rooted in home-based
values. The brand aims to elevate the task
of baking by positioning baking to be about
the process, the time spent together, and
the lessons taught at home, rather than
the end-result.
AND INSPIRES THE
CREATIVE CAMPAIGN
23

24. 2424

25. “So much good happens, when we bake” is an
integrated digital campaign that elevates the task of
baking to to create a cultural behavior change and
remind moms of the magic of home.
It’s goal is to reinforce that baking is not just about the
cake or the cookies, it’s about the journey of sharing
time, skills, values and memories.
For Mom, baking becomes nothing less than shaping
her kids into the people she knows they can be.
AN OVERVIEW OF THE
CREATIVE CAMPAIGN
25

26. eCRM
STORY PLATFORM:
Magic of home
CAMPAIGN:
“So much good happens,
when we bake”
MEDIA
PARTNERSHIP
LANDING
PAGE
IN-STORE EVENT
SOCIAL
A FULLY INTEGRATED
ECOSYSTEM SUPPORTS
THE CAMPAIGN
26
DIGITAL VIDEO

27. 27
MomandMore.com: “Even though they are just a spread, they are
like the glue for baking so it only makes sense that they launch a
campaign called “So Much Good Happens When We Bake.”
Memories can be created and experiences passed on with just a
few simple ingredients.”
THE RESULTING
IMPACT
UNILEVER INTERNAL AWARD VIDEO SUBMISSION,
CATEGORY: BIG IDEA & SMALL BUDGET TO BUILD BRAND LOVE
The campaign has resonated with
consumers and built brand love
while the product itself has
undergone a complete ingredient
and packaging makeover.
As the campaign is grounded in an
evergreen narrative for the brand, it
continues to evolve for 2016 and
beyond, allowing Country Crock to
create new content while remaining
true to the campaign’s intent.
27

28. THE CAMPAIGN CONTINUES TO EVOLVE
UNDER THE STORY PLATFORM
“I worry as a busy mom
that I’m not doing enough
at home to develop and
stimulate my child.”
“I feel like a good mom when I
see my child’s imagination
spark as a result of an activity I
was able to provide.”
“I know I’m doing a good
job when my kids look
forward to and ask to
spend time together.”
THE
TENSION:
MOM’S
PAYOFF:
“I’m afraid of not doing
enough to ensure I’m
passing along the values
that are important to me.”
VALUE:
2014-2015
FAMILY TOGETHERNESS
2016
NUTURING CREATIVITY
THE MAGIC OF HOME
SO MUCH GOOD HAPPENS, WHEN WE BAKE
EXPLORING NEW VALUES AND TENSIONS ALLOWS
US TO CREATE FRESH CONTENT YEAR OVER YEAR
28

29. 29
THE NEW BRAND RULES
1. BRANDS EXIST TO SERVE THE AUDIENCE.
2. YOU CAN’T BUY ATTENTION; YOU MUST EARN IT.
3. BRAND STORIES MUST BE GOOD, TRUE, CONTAGIOUS.
4. STORIES MUST EMBODY THE BRAND & DIFFERENTIATE.
5. ENABLE SELF-GUIDED TOURS ENDING IN BUYING, LOYALTY, SHARING.

30. 30
THE NEW BRAND GOES BEYOND
CONTENT STRATEGY TO BRAND
STORYTELLING STRATEGY.

31. 31
BECAUSE BRANDS
ARE STORIES.

32. WHAT’S YOUR STORY?