Does it satisfy a basic human need to share? Does it tell a journey to greater understanding? Does it need to be compelling, creative, or inspiring? Is it as simple as a beginning, a middle and an end? Innovative thinkers from Starcom, DraftFCB, McCann World Group, Spikes Asia, Campaign Asia, Omnicom Media Group and Microsoft Advertising share their ideas on what makes a good story.

Jeffrey Seah, CEO Southeast Asia, Starcom MediaVest Group, shares his thoughts on how digital advertising tells stories through the language of technology. The best stories, according to Jeffrey, are the ones that evoke curiosity and cause an unexpected human emotion, like a smile. No more artificial metrics its time to rate success on genuine connections made possible through storytelling. Watch the video here.