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joseph campbell

Using Storytelling to Generate New Business: One Ad Man's Quest

Using Storytelling to Generate New Business: One Ad Man's Quest

Think about the number of agencies you’re aware of (including your own) that have a truly differentiated work process.
 
If you’re being honest, the answer is easy: not many. Whether it’s three steps or twenty-three steps, most agency work processes look the same. In fact, sometimes I think they’re more of an afterthought, something to be written up for an RFP response but rarely put into action in real life.

But Park Howell, founder of agency Park&Co., channeled his fascination for the power of storytelling (a fascination I happen to share) into a work process he calls the Story Cycle that's become an integral part of all his client engagements.