Why successful brand strategy is like Star Wars

"Every brand knows they need a good story. And the best stories are the ones that also create shared experiences." That's according to Gaston Legorburu, executive creative director and worldwide chief creative officer at global digital agency SapientNitro.

Dubbed a 'game-changer' by Adweek 50, Legorburu is a driving force in the evolution of interactive marketing, and responsible for much of SapientNitro's strategic and creative vision.

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Julia Sagar
Editor-in-chief retail

Julia is editor-in-chief, retail at Future Ltd, where she works in e-commerce across a number of consumer lifestyle brands. A former editor of design website Creative Bloq, she’s also worked on a variety of print titles, and was part of the team that launched consumer tech website TechRadar. She's been writing about art, design and technology for over 15 years.