Brand Storytelling in The Attention (Deficit) Economy

Date: 29 May 2025

From the Australian Grand Prix – a masterclass in Brand Storytelling, to a 3-word ad slogan which ignited a feminist manifesto, and an insurance company credited as documentary makers - the content currency continues to shape shift. Rae Metlitzky, Award winning Head of Editorial and Content at IAG delves into the powerful science behind one of the oldest, marketing tools. Storytelling. As we grapple with brand saliency in an attention deficit economy, if you’re not moving the human, can you really move the needle?