Georgia-Pacific's formula for telling impactful stories

This event report outlines how Georgia-Pacific, the paper and household products group, develops powerful stories capable of engaging consumers.

Georgia-Pacific's formula for telling impactful stories

Stephen WhitesideWarc

Georgia-Pacific's portfolio includes such highly functional – but not terribly glamorous – products as Angel Soft toilet tissue, Brawny paper towels and Dixie's disposable tableware.

"We are not big," admitted Douwe Bergsma, the organization's Chief Marketing Officer.

"And we are definitely not cool," he told a keynote session at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference in Orlando, Florida.

But the company also has enjoyed two years of growth in sales and brand equity, even as its marketing budgets were shrinking. How did it achieve this feat...

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