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Reimagining Marketing Communications Via Storytelling

Drew Neisser for
Advertising Age
June 1, 2016
CMO Spotlight: Douwe Bergsma, Georgia-Pacific. Weaving storytelling into a marketing strategy can give your campaigns longevity and renewed engagement. Here to illustrate this is Douwe Bergsma, CMO of Georgia-Pacific. Storytelling was a major strategic change for his company and helped its work earn a place among Co.Create's most creative ads and Ad Age's Creativity 50,...
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The Drew Blog

  • How SAP Ariba’s CMO Made Procurement Awesome

    19 July 2016 | 8:56 pm
    When SAP acquired Ariba a few years back, newly appointed CMO Alicia Tillman was faced with the challenge of rebranding the company to include the qualities of both SAP and Ariba. Next, she had to consider how to best communicate SAP Ariba’s new brand identity to customers. It’s no surprise that social media, one of […]
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Saw A Good Idea

Facebook Favors Friends and Family

Facebook was built to connect people with whomever—and later, whatever—they wanted. However, recently Facebook has accumulated “far too much information for any one person to consume.” Seas of stories have overwhelmed users, as a feed...read
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