The third chapter of The Idea Writers, Teressa Iezzi touches on the importance of storytelling in advertising. She uses as an example of a branded entertainment campaign for BMW, called “The Hire.” Fallon created a successful series of online films that people went out of their way to watch. This advertising style is one that motivates people seek the ads themselves verses the type that just yells at them.
Iezzi later mentions how the copywriter’s job description expanded along with the range of mediums they had been assigned to write. She makes an excellent point in stating that it is not just the marketers goal to make the brand stand out in the ad, but to really earn the audience’s attention. If the marketer is able to understand the product and the brand, then give a great story, they are on track to a successful idea. Continue reading