Scheduler 2025

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Redefining B2B Storytelling for 2025 and Beyond

Megan Gilbert  (Vice President, Fortune Brand Studio, Fortune Media)

Erica Euse  (Senior Editor, Fortune Brand Studio, Fortune Media)

Natasha Whitling  (SVP, Burson)

Location: Room 6E

Date: Wednesday, September 17

Time: 11:20 am - 11:55 am

Pass Type: All Access, Main Conference Plus, Main Conference, Digital - Get your pass now!

Audience Level: Advanced

Conference Theme: B2B

Session Type: Session

Track: Content Creation & Development

Vault Recording: TBD

Audience Level: Advanced

Pace Communications, Inc.

Keeping up with the news cycle today is, in a word: overwhelming. Despite the chaos, brands need to cut through the noise and tell the stories that mean the most to their stakeholders. But with the world experiencing an unprecedented amount of change, and precious minutes of fragmented audiences’ attention being spent parsing through a flood of content across various siloed platforms, how can brands keep their messaging intact?

It’s up to us, the marketers and storytellers, to redefine the way brands tell their stories in a chaotic environment. Gone are the days of corporate talking heads and empty promises. Here are the days of leaning into core values and making a real impact.

The award-winning Fortune Brand Studio (FBS) team is proud to tell deep-rooted stories on behalf of global clients from De Beers to Dollar General. In this presentation, Vice President and Executive Editorial Director of FBS, Megan Gilbert, will be joined by Natasha Whitling*, SVP at global communications agency Burson, to discuss the way that strategic storytelling and a strong partnership has helped Burson center the stories that are important for their roster of brands (Dollar General, Bank of America, JBS, and others).

Takeaway

  • Understand the power of strong, values-based storytelling
  • The effectiveness of human and values-centric campaigns
  • The critical collaboration between an agency and a media partner that’s needed to achieve unprecedented success metrics such as increased brand sentiment and purchase intent