PRmoment Leaders PA Mediapoint PA Assignments PRCA PRmoment Awards Winners North Creative Moment Awards 2024 PR Masterclass: AI in PR

Brands as Storytellers: Can all brands tell a story?

Location: Shoreditch House, London
Price: Free to in-house professionals only

For the full speaker program, please scroll down beneath the form below. If you have problems booking this conference, or require further information, please call on 01962 832542 or email Our offices are open 9am - 5.30pm Monday to Friday.

Due to high demand, we have to limit the number of tickets per organisation to two. This is a joint and Mynewdesk event. Neither PRmoment nor Mynewsdesk will share delegate details with any other third parties.

The venue for this seminar is: The Biscuit Tin in Shoreditch House, Ebor Street, Shoreditch, London, E1 6AW.

This event is part of a series of Mynewsnight seminars brought to you by Mynewsdesk.


5.30pm Registration  

Chairperson's Introduction
Ben Smith, Founder and MD,

6.00pm Brands as Storytellers

Graham Goodkind, Chairman and Founder, Frank PR

  • How can brands create public reactions from storytelling?
  • Why creativity is vital in storytelling
  • What makes a great story for a brand?

6.25pm Capgemini as a B2B Storyteller

Tom Barton, Head of Communications, Capgemini

  • How is Capgemini creating content and a story through its industry experts?
  • How does the Expert Connect part of Capgemini’s web site works as an aggregator for content?
  • How brands can utilise Twitter content, YouTube content, blog content, trade magazine and trade show content in one place
  • What are the SEO advantages of brands becoming a storyteller?
  • From the user's perspective: how they can search by subject and industry sector? And how do they connect with the experts?
  • Will this approach lead to sector specific communities? And how engaged are these communities?
  • What evidence is there that storytelling creates a B2B sales pipeline?

6.50pm The Content Race: How do the world’s Top 100 brands tell their stories?

Adam Cranfield, Chief Marketing Officer, Mynewsdesk

  • Research results: The newsrooms of the world's Top 100 brands assessed. Is the newsroom still the place for content?
  • Should all brands become their own media empires?
  • How do the most successful storytelling brands distribute their content? Where are they falling short?

7.25pm Case Study: How L’Oreal are using scientific research to re-tell their story

David McDonald, Head of Corporate Communications, L’Oreal

  • How L’Oreal are using scientific research to promote their beauty brands
  • How L’Oreal’s PR team have used scientific research to create new, robust and healthy stories for L’Oreal’s products
  • How scientific coverage leads to increased sales
  • How the brand team liaise with the supply chain and the retailers to ensure connectivity, suitable stock levels and increased sales

7.45pm Chairperson's summary
8.00pm Informal networking with food and drinks
9.00pm Close of conference

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