Focus on storytelling has happy ending for Georgia-Pacific

Stephen Whiteside

Douwe Bergsma – the CMO of Georgia-Pacific since 2011 – is the author of what sounds like a marketing fairytale.

"For the last two years, our business has grown strongly. We grew our market shares; we grew our top-line sales; and we have significantly grown our bottom-line profits," he told delegates at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference in Florida.

"And our brand-building made a very significant contribution to this success. We know that from all [of] our measurements, which indicated that our equities are improving, and loyalty among our target consumer is growing for every single brand in our portfolio today."