Guest speaker discusses storyscaping

Darren “Daz” McColl, the Global Chief Brand Strategy Officer for SapientNitro, has developed brand strategies and communications campaigns for brands including McDonald’s, Footlocker, ESPN, Volvo and Coca-Cola. McColl visited campus October 20 to give presentations during a public relations campaigns class and an American Advertising Federation (AAF) meeting. He discussed storyscaping, which connects consumers to brands through technology and storytelling. He co-wrote a New York Times Best Seller titled Storyscaping: Stop Creating Ads, Start Creating Worlds, which hit shelves in April.

by Raegan Cardwell