Seeking upskilling and reskilling opportunities in the media savvy world?

Organised by Singapore Fashion Council and conducted by Phillip Cheng, Creative Director of Condé Nast, Strategies for Brand Storytelling: Creating Impact through Content delves into strategies for branded content and marketing through the lens of creative storytelling. The session will include a foundational overview on the global landscape of branded content, best practices, and case study critiques.

Business owners and marketing leaders should walk away with tools to apply to their own content creation, increasing audience reach, and strengthening their own brand narratives.

This workshop is part of the Jobs-Skills Integrator for the Retail Industry (JSIT-R) supported by Singapore National Employers Federation (SNEF) and Workforce Singapore (WSG).

Who to Attend

• Marketing professionals
• Social Media professionals
• Content creators
• Media producers
• Founders and Directors of Independent Brand
  
  

Course Objectives

• A foundational understanding of the current global landscape of branded content
• Difference between organic and paid advertising content creation
• Influencer best practices
• Production best practices
• Understanding of business brand story and authenticity
  
  

Instructor’s Profile

Phillip Cheng is a Creative Director at Condé Nast in New York City for Mission Studio – the media publisher’s purpose driven, social and environmental impact storytelling arm. His work at Condé Nast’s entertainment division has included spearheading digital video content development for Vogue, Glamour, GQ, and Vanity Fair as well as overseeing production for culinary brands Bon Appétit and Epicurious.

Over the past decade, Phillip’s experience in branded, organic, and paid advertising content creation, commercial production for advertising and social media, and brand story authenticity development has brought him across Latin America and Europe.

His past experience includes commercial film, radio, and social media work for clients such as The New York Times, John Frieda, Jergens, Curel, Dos Equis, and American Ballet Theatre.

Course Overview

This workshop will delve into landscape and strategies for branded content and marketing through the lens of creative storytelling. Business owners and marketing leaders should walk away with tools to apply to their own content creation, increasing audience reach, and strengthening their own brand narratives.

Condé Nast Creative Director Phillip Cheng will share learnings and experience from developing content for internationally-recognized brands such as The New York Times, John Frieda, Vanity Fair, GQ, and Bon Appetit. The session will include a foundational overview on the global landscape of branded content, best practices, and case study critiques.

Key Takeaways will include:

• Differences between traditional advertising and branded content platforms
• Strategies for creating impactful and authentic brand voice through content
• Creating engaging editorial hooks and formats
• Fostering meaningful partnerships with creators
• Utilising effective content creation platforms and resources