Themed “Wildfire Stories: Pass it On”, the seminar unveiled the secrets behind the art of story-telling and scrutinized some of the most enticing brand stories from Asia and around the world. Close to 700 brightest minds in the advertising and branding community and enthusiastic audiences were engaged in an interactive twist at Wildfire to vote via text messages on the Asian brand with the best story ever, and the ultimate winner, was UNIQLO.
Presenting were Mark Tutssel, Chief Creative Officer for Leo Burnett Worldwide, Jarek Ziebinski, President for Leo Burnett & Arc Asia Pacific, and Paul Kemp-Robertson, Editorial Director and Co-founder for Contagious. The advertising gurus looked at the historic creative connections between storytelling and advertising, examined the seven basic story formats* in advertising despite the myriad forms of media and technologies evolved over the years, and showcased
compelling brand narratives including well familiar names in the region like Petronas, Sagami, UNIQLO, as well as global brands like Amazon, Johnnie Walker, Kraft, Philips, Red Bull, Sony and Times, just to name a few.
“Many brands in the digital age simply chase after technology rather than ideas, yet it is the idea – the art of storytelling - that matters. The fascinating works shown today at Wildfire best demonstrate how brands with powerful stories are truly connected with people and have played an important role in people’s life. The art of storytelling is alive forever while how we tell the story may change,” said Mark Tutssel, Chief Creative Officer for Leo Burnett Worldwide.
“‘Storytelling is no longer linear’ is the key point of today’s seminar. Stories may start anywhere, by anyone, via any channels. Understanding this very nature of storytelling in the digital age is highly important to the Asia Pacific region, not only because more and more Asian brands are now competing on the global stage, but also because the cultural diversity of the region has made storytelling even more challenging but interesting,“ said Jarek Ziebinski, President for Leo
Burnett & Arc Asia Pacific added.
Commenting on the Asian brand with the best story, Paul Kemp-Robertson, Editorial Director and Co-founder for Contagious said, “UNIQLO has the best brand story as it has created a highly integrated network of communication channels, blending both digital and offline tactfully, to engage with the consumers for maximum impact.“
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