It is the script not the star, stupid!

Before brands invest more and more in star-power, they need to learn the basics of story-telling

Everybody and anybody that you speak to in the communications business invariably tells you, “content is king”. If content is actually king, why is so little attention being focused onto its creation? How come there are no real big ideas in advertising these days? No great campaigns everyone is talking about? No long-form digital ads that charm and engage? No social media memes that have us chuckling? No television serials that are becoming an addiction? No over-the-top (OTT) content everyone is raving about?

Instead, the formula to instant success seems to be to hire a famous film-star or cricketer; assemble a