rehumanize

Several months ago I attended the Future of Storytelling Conference (#FoST) and helped lead some workshops on "Brands as Broadcasters" and "The Empathetic Corporation."  Great experience. Yesterday I participated in a follow up conversation held via Google Hangout where a few of us explored these themes more deeply as part of an ongoing effort to harness the power of storytelling, both its timeless principles, and also the new non-linear forms of storytelling.

If you're looking for the future of advertising you will likely find it at the intersection of real time analytics and custom content creation. Team Detroit , Ford's global marketing communications agency, is putting this to work today for the launch of the 2015 F-150 – revealed this morning at the North American International Auto Show. Our Content Studio combines the talents of our analytics, strategy and creative teams collaborating side-by-side with Ford's marketing team (which also includes real time legal input).  Walking through the room feels more like a news room than an advertising agency, and that's the point.  The team's goal is to use real time social sentiment analysis to inspire custom content that responds to the conversation surrounding the launch, thereby amplifying the impact of social media and public relations messaging.