IA Corporate Researchers Conference (IA CRC) October 22-24, 2019 in Orlando

Harnessing the Power of Storytelling in Sports

Sports seems to bring out the best in storytelling — drama is built in and the main characters are men and women everyone can identify with who follow the ultimate, heroic journey.

Sports are often nostalgic for viewers, as well, with resonance at a collective, societal level. However, not all sport storytelling is created equal.

The plot and constructs of sports stories are often very similar. What differentiates one brand or piece of content from another? And how do you deconstruct and quantify the essence of powerful storytelling to stay current and to appeal to today’s consumer?

See how a holistic approach to qualitative and quantitative methods, combined with advanced analytics, can be used to assess the characteristics of effective storytelling in sport. And learn how to evaluate specific brands, individuals, and media owners with those metrics to identify new opportunities.

Leirvik and Poicicio will explain how to apply a model for storytelling to business outcomes, providing insight into how ESPN has used the framework to inform content development and brand positioning.

 

Speaker(s)

  • Collin Leirvik – LRWGreenberg

    Vice President, Strategic Planning, LRWGreenberg

    Collin is Vice President of Strategic Planning at LRWGreenberg. Since joining Greenberg in 2012, Collin has led execution and delivery on all aspects of primary research (both qualitative and quantitative methods) and brand strategy for client partners with a focus on media, entertainment, and technology, including ESPN, Hulu, Google, and Amazon.

     

  • Renata Policicio – ESPN

    Vice President, Research and Insights, International Global Markets, ESPN

    Renata is a multicultural, trilingual professional in the consumer insights and analytics, advertising, and business intelligence areas with more than 15 years of experience and background within multinational major media companies such as ESPN, Microsoft, Turner International, and assorted advertising agencies.

     

See the full conference schedule
IA Corporate Researchers Conference (IA CRC)
Wednesday, Oct. 23, 2019
12:50pm to 1:35pm EDT