The first job of any advertising creative is to engage the audience, to attract and hold their attention, and story ads do just that. Story ads typically result in greater enjoyment and engagement than non-story ads, observed as providing greater ability to attract attention and be remembered. In 2015, it seems tech brands are embracing and delivering more effective storytelling techniques in their advertising against many food and drink brands for the first time, according to the UK top storytelling brands survey commissioned by Aesop. The report, now in its third year surveyed the views of over 2,800 people on their views about 154 major brands. Top Storytelling Risers and Fallers: The usual food and drink favourites have been overtaken by tech companies that have boosted their credentials in the public’s eyes through storytelling: Virgin Atlantic was one of the biggest risers in the top 20, from 46th to 17th. Cadbury falls from second place in 2014 to 27th. McDonald’s tumbles from 3rd to 43th. Walkers from 5th to 29th. Coca-Cola from 6th to 39th. Although tech giant Apple has reigned as the UK’s top storytelling brand for two consecutive years, other significant sprinters in this survey are a number of charities. Since last year… Macmillan Cancer Support has jumped from 9th to 2nd place. Cancer Research UK has leaped 16th to 10th. British Heart Foundation from 15th to 12th. Oxfam from 28th to 12th. Social media platforms, such as Facebook and YouTube have helped these charity organisations make the top rankings, offering charities an affordable platform for spreading their inspiring stories on a precious budget. Charities are better disposed than other sectors to emotional, purposeful...
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