In a fast-moving world with fast-changing technologies, new strategies and ideas prompt constant innovation in the way we construct messaging and communicate for companies.

But is constant reinvention necessarily a good thing? In this video interview with Beet.TV, one of the creative chiefs from a major international agency calls for longer-term thinking.

“We talk a lot about purpose-driven brands, but I definitely don’t think we’re doing long-term storytelling,” says FCB Global chief creative officer Susan Credle.

“I wish more brands would think about the stories they can tell throughout a brand’s life. All the actions a band does become chapters in that story. The best brands have a feeling of never being finished, they are out there with a purpose that becomes relevant depending on culture changes.”

In 2009, Credle moved from BBDO to Leo Burnett USA, where she was credited with the shop’s creative resurgence, and joined FCB in 2016 as part of a renewed creative talent drive. She has a long list of advertising judging roles.

Ahead of the Cannes Lions International Festival of Creativity, she calls on other judges to look beyond the immediate.

“Even at Cannes, we really don’t celebrate … consistency of an idea,” Credle says. “We’re so interested in changing it up and doing something new.

“Every time you change, you’re asking that muscle to restart, to learn agin. We need to think more about building up equity in our storytelling.”

This segment is part of the Beet.TV lead-up to the Cannes Lions Festival of Creativity. 2017. The series is presented by Storyful. For more from the series, please visit this page.