Bob Pearson’s Storytizing Webinar

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“As I lay out in detail through this book, we as marketing professionals must become experts at what we call ‘audience architecture,’ so we can align our message with our customers. We will become practitioners of a radically new form of message delivery—Storytizing—where we deploy a series of models and strategies that help craft, transmit and maintain a full brand narrative to customers anywhere, anytime.”
Bob Pearson, Storytizing

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Bob Pearson

President & Chief Innovation Officer, W2O Group


W2O Group is an umbrella company including a family of marketing and communications brands.

How Storytizing Changes the Game

Storytizing is centered on how the marketing model (paid, earned, shared, owned) will flip on its head due to the birth of audience architecture. The combination of technology advance, analytics expertise and a need to improve outdated models is leading to a new way to identify, architect and then learn from the specific audiences you care about.

Storytizing makes a persuasive case why the current advertising model is broken (and why it cannot be fixed) as well as outlining what you need to do now as a marketer to take full advantage of the next wave of impactful marketing communication.”

– Kip Knight, President, U.S. Retail, H&R Block –

“Bob’s practical insights in PreCommerce and Storytizing give me great hope for the evolution of modern marketing.”

– Manny Kostas, Global Head of Platforms and Technology for HP’s print business –

“We long understood the critical role of the 1% who created the content we all read. They would influence the 9%, who in turn would share, shape and extend the message and the market. But how that effect would spread to the 9 percent—and from there to the 90% — the lurk-and-learn consumers — was always more of a mystery. A message still moves in mysterious ways, but we can plainly see the twist in the model. Today, the 9% carry the biggest megaphone. The five targeted personas become a figment of our quaint, past imagination.”
Bob Pearson, Storytizing

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Applying Storytizing in the Real World

W2O won a Holmes Report In2 award February 2016 as a result of storytizing shaping a social strategy for Tejava.

  • 40M+ Twitter handles analyzed
  • 100+ clusters of interests identified, segmented to top 25 interests most specific to Tejava’s target audience
  • Identified top 6 reasons the target audience incorporates tea into their lives
  • Exact geolocations of target audience identified within LA market
  • Led to 61.3K total social media engagements, of which 21.7K engagements were attributed to influencer-generated content
  • Drove an increase in sales volume by 30% in LA/SoCal market
  • Led to 19.9K engagements on Facebook

Storytizing’s reach goes far beyond social, into PR, all creative campaigns, business design and corporate communications.

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Plus Contributing Authors

Pearson tapped his network of peers and clients to get a holistic view of what Storytizing means for everyone involved in marketing and comms – from the client-side to the agency-side.

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Greg Matthews

Founder of MDigitalLife


Jim Weiss

Founder of W2O Group

This undated image released by Fuse shows Rick Kaplan. The Fuse television network has turned to news veteran Rick Kaplan, who has run CNN and MSNBC and produced programs like "Nightline," to develop a music news program aimed largely at people some 40 years younger than him. "Fuse News" is set to debut Feb. 6 at 8 p.m. ET with pre-Grammy Awards coverage. The half-hour show, originating from Fuse's studios across from Madison Square Garden in Manhattan, will be repeated at midnight. (AP Photo/Fuse)

Rick Kaplan

Kaplan Media

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Kurt Holstein

Azoic Ventures

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Chuck Hemann



Manny Kostas


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Brittany Pearson

Social Factor


Eric Klasson



Natalie Malaszenko


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Cindy Storer

Instructor at John Hopkins Univeristy, Former CIA Analyst

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Lord Peter Chadlington

Founder of Shandwick & Huntsworth Group

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Gary Grates

W2O Group

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Mike Hartman

W2O Group


Jeff Arnold



Seth Duncan

W2O Group


Andy Boothe

W2O Group

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Joshua Baer

Capital Factory

The Future of Digital Marketing

Mitch Joel and Bob Pearson discuss digital marketing trends.

Pearson discussing the changing nature of the customer journey for a February 2016 piece by NextWorks.

Podcast Interview on Storytizing — Bob Pearson and David Pembroke

I was recently interviewed by David Pembroke, leader of the contentgroup, based in Australia, about Storytizing and what it means for the public sector…

Storytizing: What’s next after advertising? – New Book

When I joined W2O Group in 2009, Jim Weiss said to me that I should write a book about the future of digital marketing and communications…

Bob Pearson Inducted into "PR People Hall of Fame"

W2O Group president, my long-time colleague, former boss and mentor and now nearly life-long friend Bob Pearson was just inducted into PR News’ “PR People Hall of Fame”