Today’s attention economy is fluid, meme-driven, game-infused and influencer-fuelled. Brands can no longer rely on linear storytelling. The best modern storytelling is multiplayer.
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From Jimmy Kimmel’s suspension to reinstatement, the US’s first amendment is under fire as business interests appear to take precedence.
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One side of the Atlantic is hollowing out what makes its media culture special; the other is fighting to preserve it.
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Those fear-inducing public-service ads don’t work as well as we thought they did. Instead, invite people to believe.
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Is dynamic story optimisation going to become a thing? Are we all showrunners now?
MMM is too slow for today’s fast-paced digital media cycles. Brands need to know in real time when a channel’s effectiveness is fading and when to stop spending.
