Angela Affinita, the senior director of marketing for Disney Consumer Products and jury president for The Drum Awards for Marketing EMEA 2025, emphasizes that effective brand storytelling is crucial in a crowded marketplace. Storytelling has shifted from traditional formats to a multi-platform approach, allowing brands to connect with audiences in deeper, more innovative ways. With over two decades of experience in the entertainment industry, Affinita highlights that brands must adapt to the rapid evolution of digital media, using creative strategies that engage consumers across various touchpoints.
Advertising used to be about telling a story in 30 seconds to make an impact. Now, brands have numerous formats and platforms at their disposal, making storytelling both more challenging and more exciting.
Storytelling is more than a creative exercise, however. It is a strategic tool that can captivate, inspire and influence consumer behavior.
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