Advertising is changing faster, perhaps, than it ever has. Today, new platforms\u00a0offer a new creative palette for agencies to make messages – and new challenges present limitations on their scope.<\/p>\n

Underneath\u00a0all that change, however, lays the kernel of the same, enduring construct – storytelling.<\/p>\n

That’s according to an agency creative who has devised campaigns for the likes of\u00a0Dell, Chevron and Motorola whose work for\u00a0Virgin, Xerox, Adidas, LG, and ESPN has garnered industry awards.<\/p>\n

“In some cases, having a narrative in a piece of film is still critical – whether it\u2019s in Facebook or even something you\u2019re doing in Snapchat,” according to\u00a0VML executive creative director and managing partner Mike Wente<\/a>.\u00a0“But there\u2019s certain kinds of executions that will be more successful within different platforms.”<\/p>\n

Kansas City-based VML is another part<\/a> of the giant WPP group, since 2001.<\/p>\n

Many an ad-tech vendor these days attempts to offset their typical focus on technology, revenue and efficiency by pointing to the importance of “creative” and “storytelling”.\u00a0Creative agency folk like Wente are the people at the sharp end of those disciplines.<\/p>\n

The key skill of a creative these days\u00a0is not just about constructing a story, but deploying it across a plethora of platforms, each with different norms and possibilities.<\/p>\n

“Having another 15 seconds to be able to work within (on Instagram), how do you have a creative idea that lives within that?,” Wente says. “Is it more about using the title screen to show all videos, or larger story?\u00a0It\u2019s still about a story, but the way it manifests is much different.”<\/p>\n

An example of using\u00a0platforms’ unique properties is VML’s 21in1<\/a> campaign for Motorola, advertising its Moto X handset by using Motorola’s Instagram account profile page as a tiled canvas for multiple photos that, viewed as a whole, add up to a single image<\/a> at the same time as revealing individual but supporting stories inside.<\/p>\n

“It was a non-linear story that I could engage, interact and learn however I wanted to,” Wente says. “It still all made sense.”<\/p>\n

This video is part of a Beet.TV series titled “Unlocking the Creative and Connect Potential of Video” which is sponsored by Facebook. \u00a0For more videos from the series, visit this page<\/a>. \u00a0 You can also find the series on Facebook’s media page<\/a>. \u00a0<\/em><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Advertising is changing faster, perhaps, than it ever has. Today, new platforms\u00a0offer a new creative palette for agencies to make messages – and new challenges present limitations on their scope. Underneath\u00a0all that change, however, lays the kernel of the same, enduring construct – storytelling. That’s according to an agency creative who has devised campaigns for […]<\/p>\n","protected":false},"author":15,"featured_media":40847,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[5775],"tags":[5265,5766,5767],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40153"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=40153"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/40153\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/40847"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=40153"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=40153"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=40153"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}