Brand experiences turning a complex message into a compelling story

Ex-pat American Dax Callner, strategy director at creative agency Smyle and president of the Experiential Marketing Measurement Coalition, returns to the EIN podcast 18 months after his last appearance. In this episode, which has more answers than questions, Dax’s primary focus is a job Smyle did for the National Grid and how that relationship started during lockdown. Dax looks at best means of telling the story that helps brands connect with their audiences and how Smyle’s creative/stratgic expertise solutions helped National Grid  to revinvent its capital markets day. Dax Callner tells host James Dickson about the power, the potential, in dumb questions, how National Grid is ‘super cool’ in its initatives, picking key stories and ‘rock starring’ them, updating antiquated systems, finding key high emotion moments in the room and online, creating a sense of intimacy via video and much more.

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