It’s National Storytelling Week! Now in its 18th year, this week-long celebration sees story-telling events take place up and down the country. But as advertisers realise how effective stories are as forms of communication, every week is becoming story week for them and their brands. In fact it’s this trend that led to the creation of Adweek’s Arc Awards 12 months ago, recognising the best brand storytelling (click here to see 2017’s winners). In particular, it’s the emotiona