Yiannis Lapatas, Creative Director, MRM//McCANN Germany, held a presentation on wearables, storytelling vs storydoing at IAB Forum Romania 2014

1. Wearable storytelling
or storydoing?

2. Where in the world
are we now?

4. Share

5. MOST
FAIL

7. Marketing used to be
what you say.

8. Marketing used to be
what you say.
Now, marketing is
what you do.

11. Audience
of Audiences

12. Storytelling.
you will have to tell your story to the audience
Storydoing.
your audience will tell your story to their audiences

16. NOW ITS THE TIME
What is the future of
wearable technology?

17. It means promising
things and delivering
on them.

21. STOP THINKING
”CAMPAIGN”
HOW TO IMPROVE
OUR CUSTOMER’S
EXPERIENCE

22. Story
You have a story
The story defines an ambition
The story is understood and cared about by the entire community

23. Story
You have a story
The story defines an ambition
The story is understood and cared about by the entire community
Doing
The story is being used to drive action throughout the community
To define a few actions to focus on
People outside the community are engaging

26. If your goal is…

27. If your goal is…
to share your voice
people share your stuff
having some brand control
give people assets to share

28. What I am
trying to say

29. What I am
trying to say
Simplicity
Get into peoples world
Let’s start to explore again

30. Thank you
ioannis.lapatas@mrm-mccann.de