In a market where consumers are in search of content that will be worth their click, tap, or press of a button, the timeless tool called storytelling remains the technique brands can use and refine to connect with their audience and retain them in the long run. The United Print and Multimedia Group (UPMG), the premier association of major publication companies in the country, tapped into the minds of creative thinkers and marketers from top brands and media agencies to discuss “How Creativity and Branded Content are Reshaping Brand Strategies” in the organization’s General Membership Meeting held last May 31 at the Eastwood Richmonde Hotel in Quezon City.
Photo shows (from L-R): UPMG president and Manila Bulletin external affairs manager Barbie Atienza, SM Supermalls vice-president for corporate marketing Grace Fornier Magno, Megaworld Hotels & Resorts managing director Cleofe Albiso, Havas Media Ortega executive creative director Angie Tijam Tohid, Ogilvy Philippines content & context lead Maan Delos Reyes, and UPMG vice-president and PhilSTAR media group sales and marketing director Jay R. Sarmiento.