“Having time doesn’t guarantee a good story well told.” – Chaka Sobhani, President & Global Chief Creative Officer, DDB Worldwide

Campaign UK asked creative leaders across the globe about the industry’s struggle with short-form ads. Chaka Sobhani shares her perspective on how trying to appeal to everyone with a one-size-fits-all solution, can at times hinder the storytelling and diminish the impact of both short and long-form films.

Check out Chaka’s advice on how to connect with specific audiences and platforms intentionally to deliver emotionally resonant messaging here.