Live on Zoom - Wednesday, April 8th at 12:00PM PST
As the global pandemic upends marketing around the world, we are seeing brands shift their focus toward helping their employees, their communities and frontline healthcare workers. A select few are beginning to advertise these efforts such as the efforts by U.S. car companies to produce ventilators. Join us for an important discussion on purpose-driven storytelling--a crucial topic for Brand Storytelling before the crisis--and one that resonates with our community in the midst of the pandemic.
What will this crisis teach us about purpose-driven brand storytelling?
Does it make sense to create purpose-driven storytelling at this time? Or should brands take a backseat?
What are best practices for creating purpose-driven storytelling now and in the future? What should brands avoid?
What does the future hold for purpose-driven storytelling?
Author & Journalist
Fara Warner serves on the advisory board of Brand Storytelling. Fara has worked in every storytelling medium from traditional print, books, and digital publishing to virtual reality films throughout her three-decade journalism career. She is an award-winning author and journalist specializing in the art and science of storytelling in the digital age, new business models for journalism, and the critical need for diversity in journalism.
Formerly, Fara was the vice president and global editorial director of custom content at WSJ. Custom Studios. Prior to joining the Wall Street Journal, she was the editorial director of Aol Inc.’s Tech, Business and Entertainment Group, overseeing editorial strategy and teams for leading finance and technology sites, including DailyFinance, TechCrunch, and Engadget. At Aol, she created and produced the year-long program, This Built America, that explored through documentary video, photography and narrative journalism the resurgence of American manufacturing in the 21st century.
SVP, Head of Brand & Chief Creative at realtor.com®
Andrew has spent two decades as a creative leader, marketer, strategist and social media obsessive focused on drawing consumers and brands closer together through rich, joint storytelling. He leads brand and creative at realtor.com® and Move, Inc, a subsidiary of News Corporation. Since arriving at realtor.com, Andrew has relaunched the brand twice, helmed three award-winning campaigns — Find it First, Accuracy Matters and Real Estate in Real Time — and took home 3 Webby Awards for the digital video series “The Homebuying Process in Plain English With Elizabeth Banks.” His team is responsible for major content partnerships with the NBA champion Golden State Warriors, Tastemade, Money magazine, Cirque du Soleil and CNN. Andrew previously led global experiential marketing at Yahoo!, where his team built out the biggest global marketing program in the history of the company for the 2012 Summer Games, and spent eight years as a partner and chief creative at Ammo Marketing, The Original Influencer Marketing Agency (acquired in 2006 by Dentsu Aegis Media).
EVP & Editorial Director, Group Head Editorial & Media Strategies, Edelman D.C.
Dina Cappiello leads a group of former journalists and media strategists who focus on media training, media strategy and earned-centric storytelling for earned, owned and social distribution. She joined Edelman in 2015 and has helped pioneer the firm’s unique storytelling approach and its multi-channel newsroom strategy, which is based on her 15-year award-winning career as an energy and environmental journalist for the Albany Times-Union, Houston Chronicle, Congressional Quarterly and AP’s national desk in Washington, D.C. and a first-hand understanding of the evolving 21st century media landscape. Dina has led storytelling initiatives and built and run newsrooms for clients as diverse as the American Fuel and Petrochemical Manufacturers, VW, Novolex, the Department of Energy, Koch Industries, SeaWorld, Hilton, Schwab and AdventHealth.
Brian Newman consults on content development, distribution and marketing to help connect brands with filmmakers with audiences. Clients include: Patagonia, REI, IBM, Yeti Coolers, New York Times, Shopify Studios, Stripe, Unilever, and Zero Point Zero. Brian is the producer of The Outside Story (Tribeca Film Festival, 2020), and Love & Taxes, and executive producer of Shored Up. Brian has served as CEO of the Tribeca Film Institute, and is the founder of the Brand/Foundation Alliance.
Edward Cotton runs his own consulting company helping clients, agencies, and other consultants solve strategic problems and find new opportunities. He has spent more than twenty years as a strategist in the advertising business. He started his career at McCann-Erickson and was a partner and CSO at BSSP. At BSSP he helped grow the agency from 25 employees to over 200. His client experience includes over a decade working on BMW’s MINI brand and many other brands including- Converse, Apple, Unilever, Diageo, Google, Hershey, Sony, and Levi’s. During his tenure at BSSP, the agency won multiple One Show, KELLY, Clio and Effie awards for its work. He has been an Effie Finals Judge and Chair of the 4As Strategy committee. In 2017, he was named by the 4As one of the 100 people who make US advertising great.