Original illustration by Ruxandra Șerbănoiu

As humans, we yearn for authenticity. In our personal lives we gravitate towards those we perceive as genuine, and equally, we keep at arms length those we feel ‘aren’t being themselves’.

While defined as the genuine original, authenticity in marketing is actually more a perceived quality rather than the real…


Original illustration by Ruxandra Șerbănoiu

In content marketing, campaign objectives are the entry requirements of every story we create. Objectives need to be delivered on and stories often need to be bent (gracefully) to better hit those objectives.

At the same time, we also have a powerful commitment to engage the audience. We know audiences…


Thinking is a powerful force. How we think leads to technological advancement, competitive advantage and new innovative ways of working through problems and developing solutions.

Similarly, telling stories of thinking can inspire our co-workers to follow our lead. …


Original drawing by Ruxandra Șerbănoiu

In our private lives, when we are home on the couch, scrolling through our social media platform of choice (mine is Instagram by the way) we find ourselves quickly drawn to successful, famous and beautiful people (usually all three at once).

These people seem to exude an effortless significance, so…


Original drawing by Ruxandra Șerbănoiu

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

The common interpretation of that statement is that the wasted half can be minimised through metrics. Digital marketing promises as much. …


Photo by Charles 🇵🇭 on Unsplash

Video will no longer be special in 2019.

According to Buffer’s 2019 State of Social report, marketers who never publish video dropped 25% to 14% from 2017 to 2018. In the same period, those that publish video daily doubled (6% to 12.9%). Imagine that a few years ago. 13% of…


2021 Update: I wrote this review based on my experience with version 1 of Yoyotta, and have continued to use the software for the past few years through to version 2. Between 1 and 2, not much changed to the user interface that would require a significant revision of this…


Tips for guiding unscripted stories

“My advice to all interviewers is: Shut up and listen. It’s harder than it sounds.” — Errol Morris.

A great interview is the bedrock of engaging unscripted branded content.

As audience hunger for narrative continues to build, marketers are faced with great opportunity and risk…


You might think that since brand films (or branded content) are typically concerned with positive emotions, they should be largely devoid of conflict. But the truth is, brands need conflict to bring their stories to life.

Conflict builds tension, drives narrative and acts as the catalyst for transformation, from bad…


My five most frequent stops for daily inspiration and perspective.

Next Draft

Simply put, it’s the days most fascinating news delivered to your inbox. Curated with wit and intelligence by Dave Pell. …

Mark Welker

Mark Welker is an award winning short fiction writer, filmmaker, day dreamer and company director at video agency Commoner.

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