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How not to plan - Les Binet & Sarah Carter
Uncensored CMO
Creativity and Good Stories Are Good for Business
I think it's proved to the industry that actually creating emotion and good stories is good business, isn't it? Creativity can be very good for business as well. And there's the sort of specificity of a story can have wide appeal because I think people get a bit muddled up with that,. which is why vignettes ads are so popular. They think you need to show everybody in there doing all sorts of different things and that appeals to everybody. You know, no, you want people to feel joy and that can come from something quite different.
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