On day 4 of New York Advertising Week 2016, Publicis Health’s Graham Mills spoke with iHeart Media podcast producer B.J. Smith. The two had a lively conversation about embracing creativity and the shift from advertising to storytelling in the digital age.
“In the past, copywriters weren’t asked to write more than 30 seconds worth of copy; now, as we adapt to digital mediums, they are being asked to be storytellers,” said Graham Mills, Global Chief Creative Officer. “We’re hiring journalists as creative writers. ‘Write 2,000 words? Sure! Need it by 3 p.m.? No problem!’ Journalists are very comfortable with storytelling.”