Storyscaping: Stop Creating Ads, Start Creating Worlds

  • 3h 4m
  • Darren McColl, Gaston Legorburu
  • John Wiley & Sons (US)
  • 2014

Marketers, technologists, and corporate leaders are looking for ways to more effectively connect consumers with their brand. Storyscapes introduces "storyscaping" as a way to create immersive experiences that solve the challenge of connecting brands and consumers. This book describes a powerful new approach to advertising and marketing for the digital age that involves using stories to design emotional and transactional experiences for customers, both online and offline. Each connection inspires engagement with another, so the brand becomes part of the customer's story. Authors Gaston Legorburu and Darren McColl explain how marketers can identify and define the core target audience segment, define your brand's purpose, understand the emotional desires of your consumers, and more.

  • Shows how to map how the consumer engages with the category and product/service
  • Explains how to develop an organizing idea and creative plan for an immersive storyscape experience
  • Defines the role of marketing channels around the organizing idea
  • Establishes how technology can be applied to the experience

Learn how to measure, optimize, and evolve the customer experience through the use of strong narratives that compel consumers to buy into your brand.

About the Authors

Gaston Legorburu sets the strategic and creative vision for SapientNitro and its integrated marketing, brand communications, and commerce services. He has a passion for redefining how brands and consumers connect. This key focus has been instrumental in expanding SapientNitro’s success beyond its deep digital roots. Today the agency is breaking traditional barriers and has evolved to become a trusted brand steward for some of the world’s top brands.

Recognized by Adweek and Ad Age as a game changer who is modeling the agency of the future, Legorburu is known for constantly challenging the advertising industry to evolve its thinking and its actions toward real connections that create experiences and build real relationships among real people.

Since cofounding Planning Group International (PGI) in 1992—now the core of Sapient’s Miami presence—Sapient turned industry heads when it became the first interactive agency to acquire an above-the-line shop, Nitro Group, and quickly gained global acclaim with the award-winning “Best Job in the World” campaign.

Legorburu has been a driving force constantly working to evolve SapientNitro into a new breed of storyteller for an always-on world. Our unique Storyscaping approach and Idea Engineering framework mixes multidisciplinary teams of strategists, creatives, and technologists who reshape traditional brand storytelling into immersive experiences where consumers and brands truly connect.

During his tenure SapientNitro has grown into the largest worldwide independent agency and has racked up 14 Cannes Lions for its signature dish of “advertising as experiences.”

Throughout his career, Legorburu has helped clients gain unparalleled insights into effectively marketing their products and services in today’s increasingly complex marketplace. He continues to provide clients such as Citi, Coca-Cola, ESPN, Chrysler, and Unilever, among others, with innovative solutions to critical business challenges.

Widely recognized as a thought leader, Legorburu is frequently quoted in publications such as Advertising Age, Adweek, Bloomberg, Fast Company, and the Wall Street Journal and is a member of TED. He sits on the 4A’s digital board and the ADC advisory team. He is a sought-after speaker who has presented at notable industry conferences including Cannes Lions International Festival of Creativity, SXSW, ad:tech, OMMA Global, and SHOOT.

Legorburu is the recipient of numerous awards across the creative and advertising industry and has served as a judge for several prestigious award shows, including D&AD, Cannes Lions International Festival of Creativity, Art Directors Club, and the Webbys. He is also an active member of the Webby’s International Academy of Digital Arts and Sciences.

As a Vice President and Chief Brand Strategy Officer for SapientNitro, Darren McColl’s primary role is to help business grow by bringing insight to strategy and inspiration to creativity. He’s passionate about new ideas and almost obsessive with the psychology of why people do things.

Big in life and in presence, McColl joined SapientNitro in 2009. He has guided the shape of marketing strategy since joining Gaston Legorburu and the team in the United States. Always testing new approaches and thinking in the cauldron of real client work, he is as practical a strategist as you could find.

His common sense and business focus is built from more than two decades of marketing toil in both client and agency roles. This hybrid and well-aged perspective gives him an advantage when mapping out branding and marketing strategies. He has imparted this wisdom to numerous global brands, such as Virgin Blue Airlines, Virgin Megastore, McDonald’s, Nestlé, Mars, Foster’s Lager, Burger King, Subway, Foot Locker, Coca-Cola Brands, X Games & ESPN, Chrysler, Mercedes-Benz, Volvo, Visit Florida, and Grupo BBVA. His most recognized and award-winning accomplishment was earned for spearheading the strategy behind the “Best Job in the World” campaign for Tourism and Events Queensland.

McColl has been internationally recognized as one of the world’s leading strategists, with work awarded by three Cannes Lion Grands Prix, multiple Effies, MIXX Awards, New York Festivals, One Show, CLIOs, and D&D. Additionally, his expert thought leadership has appeared in notable trade publications and marketing textbooks.

He is a regular speaker at events and conferences around the world, from the Cannes Lions International Festival of Creativity to SXSW, Social Media Week, 4AAA’s events, tourism conferences, and the like. He has served as a judge for awards in marketing, advertising effectiveness, strategy, and creativity.

A Fellow of the Australian Marketing Institute, McColl holds a BA from RMIT University.

In this Book

  • Storyscaping─Stop Creating Ads, Start Creating Worlds
  • Introduction
  • From The Campfire─Making Sense of the World through Story
  • Your First Kiss─Harnessing the Power of Experience
  • Brave New Worlds─Moving from Storytelling to Storyscaping
  • The Storyscaping Model─Deciphering the Code to Creating Worlds
  • Power Of Why─Unlocking Your Organization’s Purpose for Increased Brand Value
  • Walk the Walk─Driving the Authentic Brand Behaviors That Fuel Business Growth
  • Insight to Desire─Understanding the Values and Aspirations of the Consumer
  • In Their Shoes─Using Ethnography to Understand Consumer Engagement and Buying Insights
  • The Organizing Idea─Inspiring Experiences That Change Behavior and Drive Transactions
  • Meet Your Storyscape─When Your Organizing Idea and the Experience Space Soulfully Meet
  • Worlds That Sell─Constructing a Storyscape That Is Sensing and Adaptive
  • Shock Your Culture─Creating an Environment That Is Conducive to Great Storyscaping
  • References