Branded Content and Storytelling Workshop

Storytelling as the bedrock of effective branded content.

Since the beginning of time, mankind has been a storytelling animal. It's in our DNA. In our chemicals. Embedded in our memory of self and others. In fact, storytelling elicits the same reactions as falling in love, or doing heavy drugs. Research shows that people remember stories in far more vivid detail than mere facts. And not just the stories, but the values they communicate. These principles apply to your brand as well as your own life story.

In this masterclass workshop, Lynn Joffe will share the following:

  • How to weave emotive brand benefits into storytelling;
  • The basics of storytelling techniques and how to apply them to a brand story;
  • Letting your imagination flow with practical examples; and
  • How to create your own short narrative that demonstrates the subjective value of storytelling.

Delegates will walk away with a working knowledge of storytelling techniques that they can apply to their own brand or personal stories, better understand and use branded content and excite their curiosity about storytelling in general. 

Who should attend:

Marketers, brand managers, human resource managers, businessmen and individuals who want tips and techniques on how to make their personal and brand stories more effective.


Lynn Joffe, CEO and ECD of Creatrix, pioneered storytelling content on mother tongue radio, due to an ongoing industry need to communicate to the South African mass market on their terms, on their turf and in their lingo. The company has created and produced thousands of hours of branded content for corporate, commercial and behavior change projects in 11 official South African languages. Lynn is passionately committed to empowering South African women and Creatrix is now a 30% Black Female Owned company. Lynn has a Master of Arts (Cum Laude) in Creative Writing from the University of the Witwatersrand. Her debut novel, ‘The Gospel According to Wanda B. Lazarus’, is soon to be published.  Lynn was inducted into the Radio Hall of Fame at the Liberty Radio Awards in 2017. She was a double finalist in the Absa Jewish Achievers Awards, 2018, in the Women in Leadership and Entrepreneur categories. She is also a Read to Lead literacy Ambassador for the Department of Basic Education

Additional Info:

Breakfast and Registration: 08:00-08:30

Starts: 08:30

Ends: 12:30                                 

Please engage with us on Twitter: @GIBS_SA | #gibsforum, #gibsconference, #gibsevent, #gibsmba
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