Not an advertising agency,
but a storytelling agency. ※

Storytelling is a magic wand the brightest minds in advertising have used for a long time. Talking about it as a marketing strategy, however, is still very new.

In storytelling marketing the aim is to refine every element produced for promotion beyond traditional marketing techniques, so that the audience can form an emotional bond and every element works as a coherent whole.

In short, the goal is to market without marketing, and to send the brand, like a character in a novel, on a journey that feeds the story.

Although storytelling marketing spans every digital and traditional process, for continuity of communication it mostly plays out in digital. That makes it more economical and more consistent than many other marketing methods.

Beyond that, it catches the audience faster, engages them and lends itself to going viral; that is in its nature.

Finally, its care for brand-and-story consistency makes producing communication materials fit for the pace of our age.

The phrase 'the hero's journey' is usually associated with literature. But we treat the brands we create for as if they were the protagonists of a novel. For us every brand has physical, psychological and sociological traits, a persona, a past and desires.

Catharsis, a concept Aristotle introduced in the Poetics, describes the emotional cleansing and relief people experience through works of art.

In our view, in today's age of consumption this can also be observed in brand experience and even brand communication. People who define their social class through certain brand experiences also identify with the content brands produce, and find their own release in it.

At its core, storytelling rests on exactly these insights about the audience.

The final link that strengthens storytelling marketing is effective community management: running the audience you gain along the way, on social media above all, as a community.

Much like the chat-room communities of the early 2000s, it means keeping that community coherent, building its culture, holding it together and moderating it.