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The Power of Stories Lived Versus Stories Told.
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Storyscaping - Stop creating ads, start creating worlds.

When: Wednesday, September 21, 2016
8:00 AM
Where: Humphrey School Conference Center (Cowles Auditorium)
301 19th Ave S
Minneapolis, Minnesota  55455
United States

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The Power of Stories Lived Versus Stories Told.

Storyscaping - Stop creating ads, start creating worlds.

Today great brand storytelling isn’t just about making ads or content it’s more about creating worlds - worlds of immersive experience fueled by technology. Join Darren “Daz” McColl of SapientNitro, to understand how the Storyscaping® approach combines the power of great storytelling with Systems Thinking to create more meaningful brand-consumer connections.

We believe that while a single ‘big idea’ can focus communication, conjure excitement, generate buzz and drive awareness - consumer expectations for engagement and interaction on their terms predicates a much more systematic approach to ideas, narratives and connection points. You will learn how the power of an Organizing Idea (not just a big idea) can redefine how you look at the Experience Space to create an intelligent Story System that works with today’s always-on consumer.


Darren (Daz) McColl BA, FMIA, CPM
Chief Brand & Marketing Strategy Officer, Global

As Chief Brand & Marketing Strategy Officer for SapientNitro, Darren’s primary role is to help business grow by bringing insight through strategy and inspiration to creativity. Additionally he is a co-author of the New York Times best seller Storyscaping; Stop creating ads, start creating worlds.

He is currently responsible for driving the value and effectiveness of Brand & Marketing Strategy, Social and Media Practices.

Over the span of 25 years, Darren has been involved with both the client and agency sides. This hybrid skill set and perspective gives him an advantage when mapping out branding and marketing strategies. He has imparted this wisdom to many clients’ success.

Darren has worked with numerous local and global brands such as: Virgin Blue Airlines, Virgin Megastore, McDonald’s, Nestlé, Foster’s, Burger King, Subway, Footlocker, Coca Cola Brands, X Games, ESPN, Ford, Fiat and Mercedes Benz, Visit Florida and Harley Davidson.

His most recognized work was spearheading strategy for the “Best Job in the World” campaign for Tourism Queensland in Australia.

Daz has been internationally recognized as one of the world’s leading strategists. His awards include three Cannes Lions Grand Prix, Effies, MIXX, New York Festivals, One Show, Clios and D&AD Black Pencils.

He is a sort after awared jury member and international keynote speaker having appeared at Cannes Creative Festival (France), Adobe Conference (UK), Internet Week (NYC), Mesh (Canada), ADWEEK (New York), Facebook Conference (Miami), Columbia University (NYC) and many others.

Additionally, his expert thought leadership has appeared in notable trade publications and marketing textbooks.

Darren holds a B.A. from RMIT University.


7:30 am – Registration
8:00 am – Presentation


Pre-registration Fees:

Members = FREE
Student Members = FREE
Non-members = $40


Walk-in Fees:

Members = $10
Student Members = $10
Non-members = $45


Pre-registration closes on Monday, September 19 at midnight, at which point walk-in registration fees will apply for members, student members and nonmembers.


Cancellations received by the office at least two business days prior to the event are eligible for a refund of the registration fee. No refunds will be provided for cancellations received fewer than two business days prior to the event. No-shows will be billed for any unpaid registration fees.


If you have registered, are unable to attend, and would like to give your co-worker your "ticket," please note that a pre-registered member to non-registered member switch-out is free. Switch-outs from members to non-members will execute an invoice to the attendee for payment after the event.



Please note: Please know that audience photographs and/or video may be taken at this event. By nature of your attendance, you are granting permission for your image, voice and likeness to be used for marketing purposes.


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