In today’s advertising world, it is easy to get caught up in the always-growing multitude of platforms, statistics and studies on how to create innovative campaigns and cut through the clutter.

As Ty Montague, founder of New York-based brand studio Co., told MiC at day one of ICA’s Future Flash 2011 conference, the secret to launching an effective campaign is understanding your brand’s story first. Only when a company understands its own message can it share why the brand’s story can help the consumer enhance their own tale.

MiC caught up with Montague and asked him about how brands can effectively use storytelling to elevate campaigns.

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