What I offer clients
MY EXPERTISE comes from roughly two decades of post-advertising work and another two decades in journalism. My marketing experience has focused on storytelling, innovative social/digital advertising and the invention of content marketing. (You can find the compact, job-by-job version of my life on LinkedIn.)
I help organizations understand narrative strategy, build integrated narrative infrastructure and use cutting-edge processes to create and sustain great multi-channel content marketing. I help find the core story — what I call the "story platform" — that will connect most powerfully with your audience. I formulate effective strategies based on that core narrative. Using that core narrative, I help create and produce the audience-facing content that drives campaigns — digital and physical media, including text, image and film for distribution in multiple formats and all channels, online and off.
I've worked with multi-brand holding companies. Individual brands. Non-profits. Media companies. Political organizations. (You can see some examples in Ideas @ Work.)
Want to know more about me? (It's hard to imagine you do, but you'll find it here: Why Me?)
Connecting with people is not about tactics.
It's about transformation.
REPEAT AFTER ME:
Say that as a complete sentence: "People do not like ads."
Especially people under 40.
Especially on mobile. (Which is almost everything now.)
The ad business has been resisting this news, but the popular rebellion against advertising is not going away.
The growth of ad avoidance marks the end of the advertising age and the beginning of something entirely new: the post-ad age — a time when content valued by the audience is replacing ads not valued (and, increasingly, not even seen) by anyone. The anti-ad revolution has been in progress for more than a decade. Finally, with the rapid growth of ad blockers, it's impossible to ignore.
It's a moment when siloed approaches and interruptive TV-thinking must give way to a radically new media world that demands engaging, multi-channel storytelling. What's needed is organizational transformation to deliver the seamless integration of every discipline and department that touches products, services and brand ideas within any company, political campaign or non-profit.
It's a huge problem for brands unwilling to change. It’s a huge opportunity for bravely ambitious brands willing to integrate and transform their marketing and communications for the digital 21st century.
As I've been saying since 2007, "Welcome to the post-advertising age."
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