Gaston Legorburu: “We’re changing the way the world works”
Campaign.UK, James Swift
April 15, 2016
Ahead of his D&AD Festival appearance, Gaston Legorburu talks to James Swift about the thinking behind Storyscaping and why the industry needs to get on board.
Gaston Legorburu, along with Darren McColl, in 2014 co-wrote Storyscaping, a book on marketing in the digital age. Before long, he’d learned that his book had made The New York Times’ bestsellers list. Shortly after that, he realised that “you can never make money by writing a book, no matter how successful it is”. As such, Legorburu remains in his day job as Publicis.Sapient’s chief creative strategist.
Newhouse Syracuse University: Book Review
Communictions @ Syracuse, Jennifer Dutcher
February 11, 2016
Think of the last story you told out loud. Was it about your own experience? If so, you’re not alone, but you’re also part of a segment being underutilized by marketers and advertisers.
“Part of our thesis is that this experience element is incredibly powerful and often underleveraged,” write Gaston Legorburu and Darren McColl in Storyscaping. The goal, they say, is for your “brand, product, or service [to] become part of [your] customer’s story”—rather than the other way around.
The story of people and their technology
iMedia Connection, Nanette Marcus
December 08, 2015
With the increase in technological options and channels, stories remain relevant today as they ever have. Stories are hardwired into the human brain. Darren McColl, global chief brand strategy officer at SapientNitro, explained, “A lot of this is instinctive. Stories are the structure. Stories are how we make sense of the world and our place within it.” McColl highlighted the importance of storytelling and crafting tales for our audiences at the iMedia Agency Summit. ”
Creativity and the Internet of Things: Sapient's Daz McColl & Michael Monello Discuss
The Drum, Stephen Lepitak
The Drum arrives a few minutes late due to Austin traffic to meet with Sapient pair, Daz McColl, chief brand strategy officer and Michael Monello, chief creative officer of Sapient Campfire, as they sit relaxed among the hussle and bustle of the very busy Driskill Hotel bar on Sixth Street in the centre of the city.
SXSW Interactive has not long begun and both have talks to lead in the days ahead as part of the event that the Publicis-owned digital group is usually out in force for.
We are here to discuss how they see the evolution of the Internet of Things (IoT) and the continuance of digital convergence affecting creativity and brand storytelling.
Book Review: The Art of Storytelling
Business World, Book Review
July 24, 2014
Did the Google Reunion advertisement move you? The emotional ad created for the search giant by Ogilvy & Mather is a powerful example of storytelling and has been sweeping awards. The Internet and social media have totally changed the advertising landscape — it’s now all about storytelling.
So how do marketers connect with consumers and engage them in their brand story? This book on Storyscaping by Gaston Legorburu, chief creative officer, and Darren McColl, chief strategy officer, SapientNitro, outlines the process.