Authentic, human-centred stories have long been a staple in B2C marketing, but they’re much less common in the world of professional services. As digital media rises, the fast-paced nature of the media landscape and decreasing attention spans mean marketers need to put in extra effort to make a substantial impact.

In this episode of the CMO Series, Charles Cousins welcomes Paul Askew, the Global Strategic Campaigns Manager at Withersworldwide. 

Paul discusses the power of storytelling in professional services marketing which is highlighted by their highly successful campaigns, 'Global Rethinkers', 'The Discourse', and 'Defining Moments', created in partnership with the Financial Times.

• The importance of storytelling in a firm’s marketing strategy