Convergence Culture by Henry Jenkins is a must-read book for we agency types as we adapt to stay relevant in this crazy-fast world of ours. (Amazon link)

The concept of the Transmedia Narrative contained within this book helped to shape the thinking behind my recent article in Marketing.

In the book, Henry quotes an unnamed screenwriter about how Hollywood is changing:

"When I first started you would pitch a story because without a good story, you didn't really have a film. Later, once sequels started to take off, you pitched a character because a good character could support multiple stories. and now, you pitch a world because a world can support multiple characters and multiple stories across multiple media."

This may sound really obvious, but isn't "pitching worlds" what we ad-folk should be doing too?