BBDO and Yahoo! kicked off Advertising Week with a presentation on a joint research study they undertook that show how brands can leverage storytelling on paid, owned, and earned media (POE) to better engage with their audiences. By looking at POE from the perspective of a dating relationship, BBDO and Yahoo! gave marketers new insights into what consumers respond to and want from their favorite brands.

Paid media is like the first date of a relationship: you create awareness and pique the interest of your intended audience. Through owned, the brand and the consumer are getting closer and ultimately getting to know one another better. Finally, through earned media, the brand and the audience are in the stages of a complex relationship; one where mistakes can be made but honesty is the most important element to maintaining that relationship.

To learn all about the study by BBDO and Yahoo! read MediaPost and BrandChannel‘s thorough analysis of the presentation and the key takeaways.

Let us know which brands you’re “in a relationship” with and share all the juicy details about the brand breakups in your life in the comments.