Are we shifting away from short-form?

Brand strategist James Kirkham, founder of brand consultancy ICONIC, has launched a new podcast with production company TellTale examining how organisations are using storytelling to engage audiences.

Hosted by Kirkham, StoryCo explores a shift away from short-term attention metrics such as clicks and views towards longer-form content and narrative-led formats designed to build deeper audience relationships across platforms.

The series is produced by Jago Lee, founder of TellTale and a former head of documentaries at Tiger Aspect, and features guests from media, advertising and business discussing how storytelling shapes brand strategy.

Kirkham said: “We’re living in a time where narrative drives everything from brand strategy to political power. Understanding how story works is increasingly critical for organisations trying to connect with audiences.”

The podcast launches on 26 March with John Yorke, former head of drama at Channel 4, as the first guest, and will be available on platforms including Spotify, Apple Podcasts and YouTube.