WHITEHAT AGENCY - STORYTELLING IN MARKETING

As I started my internship at Whitehat Agency, a digital marketing agency in Sydney, Australia, I began to better understand the importance of storytelling as it relates to marketing. As humans, we connect with stories told to us and we yearn to hear more. Along the way, we begin engaging with the characters, plot and conflict. Eventually, we are led to the resolution or message that was being built up to all along. The goal of marketing is to ultimately sell a product or experience to a certain audience. Similar to the process of storytelling, crafting unique, honest forms of communication is crucial to reaching a specified audience in marketing. My agency director agreed that much of traditional marketing lacks the creative spirit and ability to tell stories that has become prevalent and crucial to successful advertising. Practicing both content writing and design, as well as utilizing both research and creative concepting, I created a short, visual story for the Whitehat Agency website on the importance of storytelling in marketing.