Top marketers and ad agency leaders say storytelling is a growth foundation
Speaking at an event in Melbourne for The Growth Agenda, a panel of top marketers and ad agency leaders discuss the role of narrative in driving business impact, relevance and growth.
The combined pressure of fragmented marketing budgets and the media landscape means storytelling must work harder than ever to attract and retain customer attention, according to a panel of top advertising and marketing experts at an event in Melbourne for The Growth Agenda.
Attended by marketers, Advertising Council Australia board members and creative ad agency leaders, the panel discussed the future role of narrative in driving impact, relevance and growth.
Speaking at the event, Advertising Council Australia’s chairman Mark Green said: “We’ve been through the GFC, we’ve been through Covid, and we’ve seen when clients double down on advertising and marketing and do it in a really creative way, it has great impact. And I think that’s what we’re kind of experiencing right now.”
Nicole McMillan, general manager of marketing at Carlton & United Breweries said storytelling must serve as the foundation for quality creative outputs now and moving forward.
“I still really believe that brands need to start with their story. And what’s the story that’s important for the brand to tell? And what is it that’s in the DNA of that brand that allows them to tell that story and that people will find really authentic? Even though the channels are fragmented, there are complications everywhere. I still really believe that tapping into stories that are about universal truths and insights, I still think really matters,” she said.
Ms McMillan returned to Australia in 2022 after 12 years at Mars, where she held senior marketing roles based in Hong Kong and Singapore. At the event, she reflected on her global 20-year career overall, and said stories rooted in authenticity can still have global appeal and relevance.
“What I found was that if you had a powerful idea that your brand could put out there meaningfully and authentically, actually, it travelled, and you might localise it for local context. But I still think that big stories, told authentically matter. The stories matter. We’ll worry about channels next,” she said.
As the first public speaking engagement for Dani Bassil, Clemenger BBDO’s newly appointed CEO, since returning to Australia after nearly two decades in the UK, Ms Bassil said in a global context, Australia’s creative industry stands apart, not only in advertising but in other fields such as filmmaking and acting.
“And I think a really unique thing about Australia is our ‘Australianisms’. And there is a comedy to that, and the tone of voice and a spirit that I don’t think really exists anywhere else in the world. We are a very innately creative country.”
Ms Bassil said she has also noticed evolving cultural shifts in Australia’s storytelling heritage. “The thing I love about storytelling in this country is obviously, it has a very rich history. I’m loving the fact that the First Nations storytelling is really now coming to the fore of our culture. And their storytelling is incredible,” she said.
On the topic of the proliferation of tech tools such as generative artificial intelligence (AI), chief creative officer of The Monkeys Melbourne, Ant Keogh, said that while different generations are using new technologies and channels, people are still bound by universal emotions, such as love, joy and a sense of belonging.
“There are all sorts of tech-driven new opportunities for us. We can tell stories with augmented reality (AR), virtual reality (VR), all sorts of augmented kind of ways to tell stories,” said Mr Keogh.
However, he added that despite the fragmentation of channels, the stories advertisers and marketers tell still need to make real connections with audiences.
“It’s about human insights. Tech changes, but humans don’t change massively,” he said. “All those big emotions, that’s still there. It’s always going to be there. And that’s what humans want to hear about.”
According to budget-holders on the panel, storytelling retains its power as a driver of key growth ingredients; capturing attention and building brand trust.
Speaker Dan Ferguson, chief marketing officer at e-commerce retailer Adore Beauty said investing in compelling, trust-building storytelling is a critical component of its marketing mix.
“We are talking about our consumer,” said Mr Ferguson. “Their attention is being challenged like never before. And I think one of the best ways to get people’s attention and hold it – is trust.”
Both Mr Ferguson and Ms McMillan agreed that consistency of message delivered to audiences over extended periods of time are needed to instil sustained trust. Ms McMillan also added that stories help customers to both notice and remember brands.
“That’s when having a strong storytelling DNA in your brand will actually help,” said Ms McMillan.
“You don’t have to hit people over the head with your brand. Because they just know it’s you. But you’re doing it in a new way, upfront enough that they’ll notice you. But then you’ve got to have enough cues in there, whether it’s distinctive assets, or memory structures so that they’re going to remember you and they’re going to buy you otherwise, like, what’s the point?”
As consumers become increasingly discerning when it comes to spending, brand reputation is being closely watched. Ms McMillan and Ms Bassil said it is up to gatekeepers of narrative to serve consumers with cause-driven messages that are relevant.
“We work in the enjoyment category, like pleasure, enjoy life, connect with people,” Ms McMillan said of the Carlton & United Breweries stable of alcohol brands, such as Carlton Draught, Asahi and Victoria Bitter.
“When I think about what’s relevant to people, you’ve got to look at it through the lens of your category as well. And I think sometimes there’s a moment for you to pick up a cause, because it’s something your brand can do authentically.”
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