Storytelling is a strategic, long-term approach for driving engagement across channels in China and beyond. A compelling, well-presented story is successful in reaching its objective and remembered long after over others. But how often do you find yourself asking “Where do I begin to look for stories?”

Communicators at our Coaching Day met in the Boardroom of AIA Beijing on the morning of 29 March for expert insights and advice on Strategic storytelling to drive integrated campaigns.

Our expert coach, Paul Mottram, Managing Director, All Told, Asia Pacific, led the workshop. Participants found out how to tell your story on different channels to maximise your reach, and finally, measure the impact and effectiveness of your brand narrative.

After an introduction to the changing media landscape, participants were coached on "What Makes a Good Story and Where to Find it." Group work on "Developing a Story Bank" put lessons into practice before a quick coffee break and the chance to network with peers. The final part of the Coaching Day focused on "Engaging Audience across Channels" and a closing Q+A.

This event was held in English and was free of charge compliments of the APACD and Allison+Partners. Thank you to all participants for the lively discussion and knowledge exchange!