Transmedia: Storytelling for the Digital Age

Jonny Mole:  "Stories are in our make-up. They help us interpret meaning, connect with people across generations, and articulate really complex stuff in easily digestible snippets. The advertising & media industries are built on their ability to tell compelling stories. Stories of love, stories of hate, and stories of redemption."

Benjy Boxer:  "In the same way that early network television studios were distribution channels of content in the 1940s and 1950s, YouTube, Google, Facebook (disclosure: I own shares of Facebook), and Twitter control content distribution today.  Brands are now using these distribution channels to attract enormous audiences to their world-class content."

Steve Rose:  "TV and advertising have always existed side by side. But now that viewers can easily skip breaks, brands are having to find new ways to make sure customers get their message. Can you resist 'native advertising' and 'digital insertion'?"