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Telling for Selling /

A session at Most Contagious 2013 NYC

Wednesday 11th December, 2013

9:30am to 10:30am (EST)

The art of ‘storytelling’ in an age of digital-doing has been one of the hot topics of 2013, and looks set to be an issue our industry continues to grapple with. At Most Contagious, we’ll be examining all facets of modern-day storytelling from multi-channel YouTube networks and native advertising to manufacturing memes and engineering virality. We’ll examine the crossovers between content creation, real-time marketing and long-term storytelling, interrogating whether it is really possible to put an ROI on social and online content. Story re-telling will also be a key theme as we look at how brands like AT&T and Intel have co-created stories with consumers and put humans at the heart of the narrative.

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Drawing on her background in film (Pixar, Paramount, independent projects) Emma Coats will discuss one of the greatest challenge faced by storytellers, whether in film or in advertising: keeping the audience’s attention. Emma will look at how marketers can apply storytelling techniques to insert empathy into the consumer journey and solve pain points like frustration, confusion and boredom. Drawing analogies between how a character in a story relates to the character of a brand, Emma will also look at how you go about constructing and honing a brand’s ‘personality traits’ throughout the storytelling process. What are the character traits audiences respond to and how do you draw them out in your brand?

About the speakers

This person is speaking at this event.
Arwa Mahdawi

Strategy Director, Insider, Contagious North America

Arwa Mahdawi joined Contagious from Ogilvy New York in 2012. While at Ogilvy she worked as a digital strategist for clients including BP, Unilever, and DuPont. As Strategy Director for Contagious Insider, North America, Arwa has worked on a diverse range of strategy-driven projects for clients such as Mondelez, Spike TV, Google, and Diageo. She also contributes to the quarterly magazine and delivers trends briefings and presentations.
After graduating from Oxford University with a first class degree in English Literature, Arwa went to law school and practiced at Slaughter and May in London. She then traded law for communications and spent three years on the prestigious WPP Fellowship. During this time she worked across creative planning, branded entertainment and social media in Ogilvy London and New York. She also spent a year at the Campaign Palace, Sydney, during which time she was chosen to represent young Australian Creatives at AdFest 2011 in Thailand. Arwa Mahdawi is a recipient of a 2011 WPP Atticus Award. She also regularly contributes articles to publications such as the
Guardian and Fast Company and has appeared as a commentator on TV networks including Sky News, ABC Australia, and Russia Today.

This person is speaking at this event.
Emma Coats

Former Story Artist, Pixar Animation Studios

Drawing on her background in film (Pixar, Paramount, independent projects) Emma Coats will discuss one of the greatest challenge faced by storytellers, whether in film or in advertising: keeping the audience’s attention. Emma will look at how marketers can apply storytelling techniques to insert empathy into the consumer journey and solve pain points like frustration, confusion and boredom. Drawing analogies between how a character in a story relates to the character of a brand, Emma will also look at how you go about constructing and honing a brand’s ‘personality traits’ throughout the storytelling process. What are the character traits audiences respond to and how do you draw them out in your brand?

Emma Coats got her start in story at Pixar Animation Studios in 2007 as a story artist on the feature film “Brave.” Since leaving Pixar in 2012, Emma has worked on numerous projects for Dreamworks TV, Scott Free, Paramount Animation, and Rovio.
Originally from Woodland, California, Emma briefly attended California Institute of the Arts (CalArts) before leaving to independently pursue a career in film and television. She has delivered her story lecture to audiences at the Austin Film Festival, the VanArts Pixar Master Class, and business retreats. She teaches story structure at Otis College of Art and Design and develops her own films to direct. Emma lives in Los Angeles.

Next session in Main Auditorium

11:10am The Pragmatism of Purpose / by Rick Ridgeway and Alex Jenkins

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When

Time 9:30am10:30am EST

Date Wed 11th December 2013

Where

Main Auditorium, The TimesCenter

Short URL

lanyrd.com/scqqyp

Official event site

www.mostcontagious.com

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