Super Early Bird Fee

Register and Pay
by 16 Mar '18

Early Bird Fee

Register and Pay
by 13 Apr '18

Regular Fee

Register and Pay
after 13 Apr '18

$1,895.00(SGD) $2,095.00(SGD) $2,295.00(SGD)

Group Discount! Enjoy 10% off when you register for 3 or more
For groups of 3, 4th comes for free

Fees are subject to 7% GST for all Singapore registered companies

  1. Super Early Bird and Early Bird promotion: Discount will only be valid if payment is received by stipulated date.
  2. Group Discount only applies to registrations from the same company registering at the same time, issued in a single invoice and of the same billing source.
  3. Only corporate registrations will be accepted.
  4. Bank charges & taxes are to be borne by registrants, if applicable.
  5. Full payment is mandatory upon registration for admission to the event.
  6. Walk-in delegates will only be admitted on the basis of space availability at the event and with immediate full payment.
  7. Fee includes lunch, refreshments and documentation.
  8. The organiser reserves the right to make any amendments that it deems to be in the interests of the event without any notice.
  9. Any information provided by registrants will be used for the primary purpose of event administration and upcoming events updates. For more information, please visit:


A replacement is welcome if you are unable to attend. A full refund less 10% administrative charge will be issued for cancellation received in writing by 13 Apr 2018. A 50% refund and a set of documentation will be issued for cancellation received by 20 Apr 2018. Regrettably, no refund will be issued for cancellation received after 20 Apr 2018 or for “no show” participant. You will however receive a set of documentation.

Nobody can resist a good story. The challenge is coming up with one.

Speaking to young travelers tired of mass tourism,
Airbnb tapped into the magic of experiences.
Not just a room with four walls, Airbnb offers novelty, authenticity, uniqueness.
Conventionality was overturned, and people remembered the magic.*

Is Your Brand Story Original, Fresh, Relatable?

This 2-day workshop will equip you with practical techniques in creating compelling stories for your brand to capture and engage consumers. Discover the insights behind some of the greatest marketing campaigns and how to translate insights into authentic and captivating stories. Adopt actionable content strategies that work across digital and traditional channels for multiple stakeholders. Arm yourself with the know-hows of visual storytelling to deliver ideas effectively and pick up skills to measure the effectiveness of your content.

Programme Highlights

Why Stories Matter

Building the emotional connection

Deconstructing a Story

Critical components and narrative structures

Insights for Great Storytelling

Leveraging data analytics

Digital vs. Traditional Platforms

Using the right channel at the right time

Writing for Social Media

Keys to maintain consistency across channels

Compelling Brand Narratives

Injecting life into “dry” topics

Visual Storytelling

Conveying facts in an engaging manner

Content Measurement

Developing the right metrics

Benefits of Attending

  • Gain insights into storytelling trends in today’s digital age
  • Find out the ins and outs of character construction and development
  • Assess how an insight differs from background facts and figures
  • Learn how to tap opportunities with trend jacking and seasonal content
  • Acquire strategies to create engaging content for different platforms
  • Pick up tips and tricks for effective writing and editing on social media
  • Uncover jargon, phrases and keywords to avoid for poor writing
  • Takeaway a simple guide to identifying and creating a brand narrative
  • Determine the appropriate visual tools to deliver content
  • Analyse how to bring “boring” content to life with a persuasive narrative
  • Develop the right communication objectives for effective measurement

Workshop Leader

Mark Jackson

Deputy Managing Director,

Racepoint Global

SMR15-racepoint global logo


•  More than 25 years’ experience in marketing communications working with a wide range of clients across industries such as healthcare, technology, automotive, financial services, logistics, and retail

•  Clients include Google, American Express, Coca-Cola, Apple, GM, Sony, Microsoft, DHL, IBM, Intel and more

•  Extensive experience managing local, regional and global projects covering the scope of brand storytelling, social media copywriting, and stakeholder engagement

•  Worked in renowned agencies such as Ogilvy & Mather, Hill + Knowlton and Ketchum during the span of his career

Hear From Our Past Delegates

More comprehensive information than was expected, engaging all the way through; no boredom

Workshop content is exactly what I’m looking for

Got practical takeaways that will impact our communications to our audience

Who Should Attend

Senior level executives responsible for Public Relations, Corporate Communications, Marketing Communications, Branding, Digital Marketing, Social Media



  • Session 1: Why Stories Matter

    • The science behind storytelling and the need for emotional connection
    • The role of storytelling in even the most ‘logical’ situations
    • Introduction to measurement
    • Gain effective storytelling techniques from Adidas’s campaigns
  • Session 2: Deconstructing a Story

    • An inside look into the different components and narrative structures
    • The role stories play in
    • Identify and interpret elements of a story through various case studies
  • Session 3: Insights for Great Storytelling

    • What is an insight and how does it differ from background facts and figures?
    • Leveraging data analytics to develop insights
    • How to translate insights into storytelling ideas
    • Analyse Baidu’s insights and internalise them for your brand story
  • Session 4: Digital vs. Traditional

    • The role of digital and traditional in a fast-changing society
    • When to use which channel
    • Tapping the opportunity: Trend jacking, seasonal content
    • Examine Coca-Cola’s impactful use of digital and traditional channels
  • Session 5: Writing for Social Media

    • Tips and tricks to keep your audience engaged
    • Avoiding poor writing: Jargon, phrases and keywords to ban
    • Pick up effective editing skills
    • Keys to maintain consistency across channels
    • Analyse different writing styles and techniques from various case studies
  • Session 6: Creating a Compelling Brand Narrative

    • A simple guide to identifying and creating a brand narrative
    • Using stories to tell your brand story
    • Pick up brand storytelling strategies from multiple case studies
  • Session 7: Visual Storytelling

    • Leveraging the power of visuals (images, infographics, videos & new channels such as VR) in storytelling
    • What are the latest trends in visual storytelling?
    • Using visuals to convey information in an entertaining and informative way
    • Learn from brands like IKEA, Apple, Huawei on the usage of visuals in their brand story
  • Session 8: Measurement

    • The importance of setting the right communication objectives for effective measurement
    • How to develop metrics that fit your organization
    • What measurement tools are available: Is there a silver-bullet solution?

*H, Rae, (March 27, 2017), How Airbnb CMO Jonathan Mildenhall Uses Digital Storytelling to Create Content That Matters. Retrieved on 23 January 2018, from