How SingTel and POSB Bank are using storytelling to connect with Singapore's consumers
Low Lai Chow
"Stories don't tell people what to think, stories give people something to think about," according to Jeremy Heng, director of strategy and content for Havas Media. "That's the way we try to approach storytelling," he told an audience at the Digital Marketing Show Asia, held in Singapore in April 2015, as he outlined how telling relevant and inspiring stories can connect brands to their customers by way of building the brand, as well as loyalty.
At Havas Media, Heng has worked with major Singapore...