{"id":7003,"date":"2022-08-18T07:46:43","date_gmt":"2022-08-18T11:46:43","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=7003"},"modified":"2022-11-02T09:32:13","modified_gmt":"2022-11-02T13:32:13","slug":"maximizing-your-roi-through-authentic-storytelling","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/","title":{"rendered":"Maximizing Your ROI Through Authentic Storytelling"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-7004\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png\" alt=\"picture of yellow typewriter\" width=\"290\" height=\"205\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-768x542.png 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-248x175.png 248w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN.png 850w\" sizes=\"(max-width: 290px) 100vw, 290px\" \/>The foundation of great marketing is storytelling. Brands tell stories to sell products, but with so many different stories being told by competing brands about the same product, telling authentic stories matter, now more than ever. Consumers are inundated daily with ads, but only few have lasting impressions. This is because consumers are now more interested in buying experiences over products. Consumers are also more inclined these days to question the authenticity of a story before spending their precious dollars on a product.<\/p>\n<p>So, how can brands tell authentic stories? Well, it all starts with figuring out who your audience is. As clich\u00e9 as it sounds for every marketer, facts are facts. After deciding on your target audience, your team will most likely realize that it is made up of diverse groups of people \u2013 i.e. people of various ethnic, cultural, social, and economic backgrounds. This is why telling authentic stories matter, but keep in mind that it can also be difficult, especially if your company is accustomed to doing things one way, so here\u2019s how to shake that up.<\/p>\n<h2>Diversify Your Team<\/h2>\n<p>Nothing\u2019s worse than a tone deaf or insensitive ad \u2013 nothing. Therefore, diversifying your marketing team (or the team that\u2019s responsible for developing a campaign for a specific product) is only in your company\u2019s best interest. You can\u2019t effectively sell or authentically connect products to an audience segment if your marketing team doesn\u2019t understand how that audience segment thinks, feels, or behaves. The more diverse your team is, the better your chances are of connecting to a wider cross section of your target audience.<\/p>\n<h2>Don\u2019t Think About the Money<\/h2>\n<p>It is almost oxymoronic that I suggest to you not to think about the money when part of a marketer\u2019s job is to maximize the ROI on a given product, but if you encounter a dilemma where it\u2019s either you tell an authentic story or break the team\u2019s budget, just don\u2019t think about the money (as much as it is in your power to do so, of course). Not only is selling an authentic story the ethical thing to do, doing the contrary does more harm than good. The harm is likely to cost your company more money in repairs than it would in investing more at the beginning to tell an authentic story.<\/p>\n<h2>Leave the Past Behind<\/h2>\n<p>Though the chances are slim, if your company has historically only told authentic stories about its products or its consumers, great! If not, now is the time for your marketing team to work with purpose. \u201cIf it ain\u2019t broke, don\u2019t fix it\u201d is not always an acceptable approach your brand or marketing team should take, especially if there\u2019s an opportunity to do better. Globalization is here to stay, which means geographically, marketers\u2019 target audiences are more blended and diverse than ever before. Therefore, your brand or company has a social responsibility to include the stories and experiences of the people who were previously excluded \u2013 because inclusivity is the heart of telling stories authentically.<\/p>\n<p>Marketers don\u2019t always get things right and the truth is, there is no fool-proof way to get your marketing strategy right, but authenticity trumps everything. Always remember, the potential return to your company for telling authentic stories about its products, services, and\/or consumers far outweighs the investment or disruption doing so might cause.<\/p>\n<hr \/>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-6724\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-220x300.jpg\" alt=\"Darren McAlmont\" width=\"177\" height=\"242\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-220x300.jpg 220w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-751x1024.jpg 751w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-768x1047.jpg 768w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-451x615.jpg 451w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw-128x175.jpg 128w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/03\/Darren-McAlmonts-headshot_bw.jpg 836w\" sizes=\"(max-width: 177px) 100vw, 177px\" \/>Darren McAlmont, Digital Marketing Specialist, Association of Canadian Advertisers<\/strong><\/p>\n<p>Darren is an award-winning writer who focuses his work primarily on matters of diversity, equity, and inclusion. His writings have often trended on social media and have been picked up and reshared by respected figures doing DEI work. Darren holds a master\u2019s degree in Rhetoric and Communication Design from the University of Waterloo and a bachelor\u2019s degree in English and Professional Writing from York University.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically. Telling authentic stories matter \u2014 now more than ever \u2014 because consumers are inundated daily with ads, but only few have lasting impressions.<\/p>\n","protected":false},"author":178,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[168,681,177,928],"tags":[930,844,287,204,217,709,929,931,329],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-18T11:46:43+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-02T13:32:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png\" \/>\n<meta name=\"author\" content=\"darrenmcalmont\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"darrenmcalmont\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\"},\"author\":{\"name\":\"darrenmcalmont\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/9ca76d0a2a14032c342298db44869e0a\"},\"headline\":\"Maximizing Your ROI Through Authentic Storytelling\",\"datePublished\":\"2022-08-18T11:46:43+00:00\",\"dateModified\":\"2022-11-02T13:32:13+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\"},\"wordCount\":653,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png\",\"keywords\":[\"authentic storytelling\",\"brand building\",\"Brand leadership\",\"Brand Marketing\",\"Brand success\",\"creative marketing\",\"diversity\",\"diversity writing\",\"Ethnicity Multicultural Marketing &amp; Advertising\"],\"articleSection\":[\"Advocacy\",\"Content Marketing\",\"Creativity\",\"Equity &amp; Inclusion\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\",\"url\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\",\"name\":\"Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png\",\"datePublished\":\"2022-08-18T11:46:43+00:00\",\"dateModified\":\"2022-11-02T13:32:13+00:00\",\"description\":\"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.\",\"breadcrumb\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage\",\"url\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN.png\",\"contentUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN.png\",\"width\":850,\"height\":600,\"caption\":\"picture of yellow typewriter\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/acaweb.ca\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Maximizing Your ROI Through Authentic Storytelling\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/acaweb.ca\/en\/#website\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"name\":\"Association of Canadian Advertisers\",\"description\":\"Just another Association of Canadian Advertisers site\",\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/acaweb.ca\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\",\"name\":\"Association of Canadian Advertisers\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"contentUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"width\":682,\"height\":278,\"caption\":\"Association of Canadian Advertisers\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/ACA_tweets\",\"https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/9ca76d0a2a14032c342298db44869e0a\",\"name\":\"darrenmcalmont\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/52e72bd4c11b2872f98ae881470e22f3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/52e72bd4c11b2872f98ae881470e22f3?s=96&d=mm&r=g\",\"caption\":\"darrenmcalmont\"},\"description\":\"Manager, Communications &amp; Content, Association of Canadian Advertisers\",\"sameAs\":[\"https:\/\/www.linkedin.com\/in\/darren-mcalmont-28667555\/\"],\"url\":\"https:\/\/acaweb.ca\/en\/author\/darrenmcalmont\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers","description":"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/","og_locale":"en_US","og_type":"article","og_title":"Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers","og_description":"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.","og_url":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/","og_site_name":"Association of Canadian Advertisers","article_published_time":"2022-08-18T11:46:43+00:00","article_modified_time":"2022-11-02T13:32:13+00:00","og_image":[{"url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png"}],"author":"darrenmcalmont","twitter_card":"summary_large_image","twitter_creator":"@ACA_tweets","twitter_site":"@ACA_tweets","twitter_misc":{"Written by":"darrenmcalmont","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#article","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/"},"author":{"name":"darrenmcalmont","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/9ca76d0a2a14032c342298db44869e0a"},"headline":"Maximizing Your ROI Through Authentic Storytelling","datePublished":"2022-08-18T11:46:43+00:00","dateModified":"2022-11-02T13:32:13+00:00","mainEntityOfPage":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/"},"wordCount":653,"commentCount":0,"publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"image":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage"},"thumbnailUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png","keywords":["authentic storytelling","brand building","Brand leadership","Brand Marketing","Brand success","creative marketing","diversity","diversity writing","Ethnicity Multicultural Marketing &amp; Advertising"],"articleSection":["Advocacy","Content Marketing","Creativity","Equity &amp; Inclusion"],"inLanguage":"en-CA","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/","url":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/","name":"Maximizing Your ROI Through Authentic Storytelling | Association of Canadian Advertisers","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage"},"image":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage"},"thumbnailUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN-300x212.png","datePublished":"2022-08-18T11:46:43+00:00","dateModified":"2022-11-02T13:32:13+00:00","description":"The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically.","breadcrumb":{"@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/"]}]},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#primaryimage","url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN.png","contentUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2022\/08\/Storytelling-EN.png","width":850,"height":600,"caption":"picture of yellow typewriter"},{"@type":"BreadcrumbList","@id":"https:\/\/acaweb.ca\/en\/2022\/maximizing-your-roi-through-authentic-storytelling\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/acaweb.ca\/en\/"},{"@type":"ListItem","position":2,"name":"Maximizing Your ROI Through Authentic Storytelling"}]},{"@type":"WebSite","@id":"https:\/\/acaweb.ca\/en\/#website","url":"https:\/\/acaweb.ca\/en\/","name":"Association of Canadian Advertisers","description":"Just another Association of Canadian Advertisers site","publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/acaweb.ca\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/acaweb.ca\/en\/#organization","name":"Association of Canadian Advertisers","url":"https:\/\/acaweb.ca\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/","url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","contentUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","width":682,"height":278,"caption":"Association of Canadian Advertisers"},"image":{"@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/ACA_tweets","https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers"]},{"@type":"Person","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/9ca76d0a2a14032c342298db44869e0a","name":"darrenmcalmont","image":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/52e72bd4c11b2872f98ae881470e22f3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/52e72bd4c11b2872f98ae881470e22f3?s=96&d=mm&r=g","caption":"darrenmcalmont"},"description":"Manager, Communications &amp; Content, Association of Canadian Advertisers","sameAs":["https:\/\/www.linkedin.com\/in\/darren-mcalmont-28667555\/"],"url":"https:\/\/acaweb.ca\/en\/author\/darrenmcalmont\/"}]}},"_links":{"self":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/7003"}],"collection":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/users\/178"}],"replies":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/comments?post=7003"}],"version-history":[{"count":4,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/7003\/revisions"}],"predecessor-version":[{"id":7194,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/7003\/revisions\/7194"}],"wp:attachment":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/media?parent=7003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/categories?post=7003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/tags?post=7003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}