Advertising Week 2014: News Knight

Sir Trevor McDonald OBE and ITN political editor Tom Bradby discussing the art of story-telling.

Sir Trevor McDonald OBE and ITN political editor Tom Bradby discussing the art of story-telling.

Sir Trevor McDonald OBE talked story-telling, documentaries as a medium and falling for the charms of a contract killer as he took his audience through interviews with tyrannical world leaders, and instances of life inside high security American prison.

While tales of Saddam Hussein’s henchmen and bomb-strewn Belfast were enough to keep the crowd transfixed, the well-loved news icon offered up one key insight applicable to media owners, advertisers and brands alike: ‘The combination of language and pictures is still the most powerful in the world. But there are now so many places people can go for their information and entertainment. For journalists, the News at Ten is no longer the call to arms it once was. We have to be accessible across all channels, we have to be accurate and we have to offer well-balanced communications to viewers.’

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