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Storyscaping: Stop Creating Ads, Start Creating Worlds by Darren McColl, Gaston Legorburu

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ABOUT THE AUTHORS

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Gaston Legorburu

Worldwide Chief Creative Officer

Gaston Legorburu sets the strategic and creative vision for SapientNitro and its integrated marketing, brand communications, and commerce services. He has a passion for redefining how brands and consumers connect. This key focus has been instrumental in expanding SapientNitro’s success beyond its deep digital roots. Today the agency is breaking traditional barriers and has evolved to become a trusted brand steward for some of the world’s top brands.

Recognized by Adweek and Ad Age as a game changer who is modeling the agency of the future, Legorburu is known for constantly challenging the advertising industry to evolve its thinking and its actions toward real connections that create experiences and build real relationships among real people.

Since cofounding Planning Group International (PGI) in 1992—now the core of Sapient’s Miami presence—Sapient turned industry heads when it became the first interactive agency to acquire an above-the-line shop, Nitro Group, and quickly gained global acclaim with the award-winning “Best Job in the World” campaign.

Legorburu has been a driving force constantly working to evolve SapientNitro into a new breed of storyteller for an always-on world. Our unique Storyscaping approach and Idea Engineering framework mixes multidisciplinary teams of strategists, creatives, and technologists ...

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