Masterclass in Storytelling

Four of our World Media Awards judges participated in a World Media Group hosted Masterclass in Storytelling in London in October – and we’re delighted to bring you the highlights of the discussion during which they identified the essential building blocks for telling great brand stories, referred to real examples of effective corporate brand storytelling and provided some really useful “do’s and don’ts” for branded content. Irene Mia, Global Editorial Director for The Economist chaired the discussion, which included Matt McAllester, Editor of Newsweek; Raquel Bubar, Director of T Brand Studio International at The New York Times and Arif Durrani, Commercial Editor EMEA for Bloomberg Media, alongside Libby Wright, Worldwide Content Lead for MediaCom Beyond Advertising and Maria Dsouza, Content Director for MEC Wavemaker.

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