The epic craft of storytelling | Mark Tungate (Epica Awards | Editorial Director and British writer based in Paris, France)
In this episode Mark Tungate( Editorial Director of Epica Awards, British Author who resides in Paris, France) talks to host Carmen Murray and CEO of Boo-Yah! about the importance of great storytelling and the responsibility businesses have to create more compelling stories that adequately include people and building deeper connections with the brands and their audiences. Advertising is not effective without storytelling.
They further discuss some of the great works across the globe and discuss the difference between meaningful, and meaningless content.
Mark highlights why Epica Awards is like the Cannes Lions of Creativity for storytelling and the importance journalists play in the judging process of the content. They are expecting some exciting work and even made a few hints who could stand a chance at the Epica Awards happening in Amsterdam.
Mark Tungate (British writer based in Paris, France. He is the author of Media Monoliths: How Media Brands Thrive and Survive (2004), Fashion Brands: Branding Style From Armani to Zara (2005, Third Edition 2012), Adland: A Global History of Advertising (2007, Second Edition 2013, listed among the best business books of 2007 by Library Journal), Branded Male: Marketing to Men (2008), Luxury World: The Past, Present and Future of Luxury Brands (2009), Branded Beauty: How Marketing Changed the Way We Look (2011), and The Escape Industry: How Iconic and Innovative Brands Built the Travel Business (2017), all published by Kogan Page. Tungate also collaborated with Renzo Rosso, the founder of clothing company Diesel S.p.A., on the book Fifty (Gestalten Verlag, 2006), about Rosso's life and the Diesel brand.)
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