• by Wayne Friedman , Staff Writer, March 28, 2012

Modern storytelling can be like snacking -- but not always all that nourishing.

Sure, you can tweet all your want. But what does that really tell you?

"It's like having a Twizzler," says Susan Credle, executive vp and chief creative officer of Leo Burnett Worldwide. "At some point you need a meal." Credle was speaking on a panel about creativity at the 4A's Transformation LA event.

Other executives on the panel slightly disagreed with Credle -- that there are different ways to tell a story. But not everyone has figured it all out yet.