This morning I read a great article by LinkedIn Influencer Tara Hunt about how in 2014 we will see a shift in content from quantity to quality in 2014.
In it she says that brands are starting to become pretty good storytellers and starting to have normal conversations with people instead of shouting about their latest promotion.
To that end, I think this is something that we did really well for a recent Ford retail campaign. The challenge was that we had to do just what Tara says we shouldn’t – rattle off our latest promotions. And we did it (successfully IMO) by keeping our audience in mind first when developing the creative and messaging.