Storytelling, built around the hidden agenda, carries your audience with you through the power of humankind’s oldest and most motivating form of communication.
The stage was set. The trio of strategists had laid down a carpet of brutal logic. Creative Director Jonathan, my friend and a great talent, delivered the concept he envisaged, the core of the pitch:
There are some things money can’t buy. For everything else there’s MasterCard.
All the while, a small table sat amidst the enormous room of McCann. On it was a large object with a linen cloth over it. The linen was carefully pulled away, revealing a series of books, three feet high, in royal blue velvet, with a small polished brass MasterCard logo elegantly ...