i3 - January/February 2016 - 88

CES 2016: The C Space Keynote, presented by MediaLink
January 7, 2 PM, Westgate Theater
MediaLink Chairman and CEO Michael E. Kassan will
interview NBCUniversal CEO Steve Burke, then Wenda Harris
Millard will lead a discussion with top media and marketing
leaders.

C
M
Os

What does it mean to be a storyteller?

OF THE
FUTURE

JANUARY/FEBRUARY 2016

Perhaps the word conjures up images of ancient nomads gathered
around campfires, or Steven Spielberg making E.T.
In the business world, storytelling is the common thread that
unites marketers, advertisers, publishers and creative communicators. The goal is deceptively simple: create narratives that persuade consumers to make a purchase. But the rapid digitization
of, well, everything means marketers' world is more complex than
ever before. Stories are told across multiple channels, targeted to
specific audiences, and compete for attention amidst a deluge of
content that will only grow larger.
In the time it takes to master today's technologies, tomorrow's new innovations will have already arrived, giving disruptive
startups fresh opportunities to topple the establishment. In other
words, we're not just swapping tales around the campfire anymore.
So what does it mean to be a storyteller now?
C Space is the place to explore that question. From its headquarters at ARIA in Tech South to Tech East and Tech West, C Space connects attendees with the world's most renowned brands, advertisers,
and content platforms. In essence, C Space tells the story of storytelling as it unfolds at the convergence of marketing and technology.
The brands at C Space including Hulu, AOL, Google, Vox Media
and NBCUniversal know the challenges of modern storytelling. But
they also know the tremendous rewards for those who rise to meet
those challenges. Leveraging powerful narratives to move consumers
isn't just good for business, it's perhaps the most meaningful thing a
marketer can do.
In celebration of C Space, i3 spoke to eight marketing leaders
about the future of storytelling. On the following pages, you'll find
both boundless optimism and honest skepticism about the world
tomorrow's CMOs will inherit. Most importantly, you'll also find
stories of a changing industry, told by the people who are shaping
what's to come.
C Space, of course, is part of CES, the show that presents the
world with the latest consumer technology. And as CES answers the
"what," C Space is focused on "how." How should brand storytellers
use the latest communication tools to specific audiences? How will
new ways of capturing and distributing content remake the storytelling experience for both brands and audiences and how can marketers ensure they're prepared for what's new?
How should marketers do their job today,
and prepare to do it tomorrow?
As marketers ask these questions, they
must also ask themselves what parts of
their profession remain constant. What
fundamental truths stay the same even as
technology changes? Perhaps one such
truth is that, no matter the media or the
millennia, a good story is the most powerful magic a person can practice. In that
sense, we're really not so far removed from
those nomads sitting around the fire.
I T I S I N N O VAT I O N

i3 - January/February 2016

Table of Contents for the Digital Edition of i3 - January/February 2016