Simon Bond, CMO of BBDO Proximity talked about storytelling at the IAB MIXX conference. "How we tell stories has changed completely because of social. we used to tell stories just through one way
communication. Consumers would listen and watch. now the canvas has fundamentally changed. it's multifaceted participatory model where consumer wants to be front and center. so how we tell it is
fundamentally changed."
He says the new research with Yahoo! is about putting consumer front and center.
