Brands More Fluent in Next-Generation Storytelling, SMG Exec Says

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By on 01/09/2013 4:19 PM @

LAS VEGAS — Everyone in marketing is going to need to be left-and right-brained as the distinctions between technology experts and creative strategists erode, says Jonathan Hoffman, President of Experience Creation at SMG, during an interview with Beet.TV’s Ashley Swartz at the Consumer Electronics Show.

In some ways, technology is far ahead of creativity, and the two need to be more closely aligned for marketers to best take advantage of new platforms and new behavior, he adds. He’s tasked with understanding consumer behavior and how it’s shifting alongside new technological developments. “I’m thrilled that clients are getting more comfortable with what next-generation storytelling is and that it’s not just more paid media,” he says. For more insight into how innovation, design and technology are changing strategies for marketers, check out this video interview.

Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is a regular contributor to Beet.TV

-Daisy Whitney

Editor’s Note:  This segment has been produced as part of a series of coverage of CES sponsored by SMG, Starcom MediaVest Group

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