In advance of our inaugural Brand Challenge conference last month, we also launched the Adweek Intelligence Report, a new survey product we are rolling out this year in advance of our key tentpoles to get a better sense of the priorities of the communities we serve with our content and events.
One of the clearest signals to ring through the report was that as consumers continue to have more control over their digital destiny in terms of content and advertising, narrative-based marketing—storytelling—will increasingly be the path for brands of all kinds to take if they want to achieve lasting consumer interest and loyalty.
We first caught wind of this shift away from interruptive advertising almost four years ago and have followed the story with interest ever since.
Now in its third year, Adweek’s Arc Awards once again brings you storytelling gems for clients ranging from the U.S. Navy to Skittles.
While the arc of these campaigns spans emotion, humor, compassion, politics and societal pain points and woes, they all engage with a powerful narrative rather than a cold interruption.
Our sponsor Screenvision Media will return as well and help us reveal our Grand Arc Award winner.