Forecast Series: The Art of Storytelling

Our bi-annual Forecast Series presents the results of comprehensive research undertaken by TVNZ and Colmar Brunton, and presented by Nigel Latta, to better understand what’s at the heart of consumerism in NZ today.

Forecast 3 starting hypothesis: In today’s instant media world the art of good storytelling has been lost.

As with all countries consumers are facing a deluge of communications and “buy me” messages. With the movement to the always ON world of self-selection media and self-generation media, we are interested in how marketers and advertisers are using (or not using) brand storytelling to lead or support their advertising and communications.

  • How are New Zealanders making sense of stories in today’s instant media world?
  • Is storytelling even more important?
  • Does storytelling influence consumer’s behaviour?

Presentationtop

For the full presentation, please contact your TVNZ Sales representative or contact us here

Full event videotop

Part 1: An experiment to starttop

Part 2: The story of storiestop

Part 3: Stories in ad worldtop

Part 4: The Future of Storiestop

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