In advertising, the best partnerships are usually those formed between art director and writer. The reason for this is in their job titles:

Art directors think visually.

Writers think in terms of narrative.

Hegarty on Creativity by Sir John Hegaty of BBH

Rather than simply stating the facts most advertisers typically embed their message into creative contextual devices that evoke feelings and bypass rational resistance.

This is why advertisers use stories, poems, slogans, songs, jokes, pictures, symbols, characters, roles, and metaphors.

They are particularly ripe marketing tools, because they lead the imagination and evoke the feelings that strike at our heart not our head.

The conscious mind will leap to conclusions, forming a coherent narrative based upon partial information.

This strong tendency to draw conclusions from incomplete information is a cognitive rule called ‘what you see is all there is.’

Consistency and coherence, not quantity or quality of information, are the keys to forming opinions.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman

Confidence depends on the quality of the story they can tell. So it’s not surprising that one of the hottest new forms of advertising is ‘Branded Content.’

Increasingly advertisers are choosing to spend their investments often in the form of entertaining stories that blur the line between conventional advertising and entertainment.

We might enjoy these new forms of advertising better, but we also may become more influenced by them without ever knowing why.

7 unconscious errors we make when buying brands by Douglas Van Praet citing Daniel Kahneman

You can have a great product, but a compelling story puts the company into motion.

If you don’t have a great story it’s hard to get people motivated to join you, to work on the product, and to get people to invest in the product.

White lies, why not? Fake it until you make it. Boost yourself. Don’t tell boring stories about yourself for no reason at all.
Spice up the conversation a little bit.

Frederik and Magnus of Snask for Creative Mornings

Brands began because somebody loved to do something, because of humor or love or irony.

As the brand grows they try to tell that story to people who may not be familiar with the brand’s origins.

So we, the ad agency, try to determine the brand’s original story’s emotions and infuse that emotional aspect to their advertising campaign no matter how practical or analytical the objective.

Steven Brinlee, Senior Creative Director for AR New York