Scoota at AdWeek Europe to discuss cross-screen storytelling

AdWeek took over a corner of Piccadilly this week, with 178+ sessions attracting over 30,000 attendees over the course of the 4-day festival. The industry’s leading lights tackled the biggest issues facing the ad industry, tackling subjects including the marriage of creativity & technology, cross-screen storytelling, online video, big data and the future of agencies.

Scoota’s co-founder Torie Chilcott spoke on a cross-screen storytelling panel alongside FremantleMedia and Pottermore. Torie looked at what it meant to be a creative today, “I used to sell to a programme commissioner but I think now we’re looking at brand commissioners. Whatever you can do to supplement your universe, there are so many opportunities to make your story massively interesting. The principles of a story are exactly the same.” Torie also noted that the current millennial zeitgeist was not necessarily overstated, but that some brands were tripping over themselves in their hot pursuit of how to develop a meaningful conversation with them – “there’s a real appetite and excitement for finding the right way of communicating with Millennials online because it’s so innate to who they are. Instead of saying ‘this is the one distribution method [so] I have to do that, look to create an exciting story across all platforms.”