International Speaker: Why Style is the New Currency of Creativity

Speaker: Mark Adams, Global VP of Innovation, Virtue (Vice Media)

The explicit line between entertainment and advertising has been erased. Long gone are the days of catchy jingles and cartoon mascots, replaced instead by the storytelling techniques once reserved to the silver screen.

Today, the fictions spun up by brands must be held to the same standards as that of a Hollywood studio, because our audiences are no longer captive. No longer fixated on their sets during commercial breaks. They easily see through our thinly-veiled facades. They understand advertising is duplicitous, nothing more than clever tricks and sleight of hand. This new consumer cannot be corralled, but they want to be captivated.