Meet the Media | The BBC on storytelling: lessons for luxury brands

Discover the secrets of delivering impactful storytelling with the BBC, one of the world's best-known creative institutions. Thursday 25th January 2018 8.30am - 1.30pm Broadcasting House, Portland Place, London W1A 1AA Walpole members are invited to spend the morning at the BBC’s New Broadcasting House*. For nearly 100 years, the BBC has been a national institution, enriching people’s lives with programmes that inform, educate and entertain. Their vision is to be the most creative organisation in the world and their values include trust, quality and putting audiences at the heart of everything they do. The morning is designed to inspire those working within luxury, challenging brands to deliver more impactful storytelling. The event will end with a panel discussion based on the BBC’s Reaching Affluent Millennials study for luxury brands, with topics including: How engaged is this specific group in buying luxury? How important are sustainable practices to them? How do they cultivate their status online? And how can storytelling help reach them and stimulate purchase? In a series of presentations you’ll also hear how the BBC approaches storytelling across genres in the digital age, including news, interviews, natural history and branded content. There’ll also be a chance to demo some of the latest tech courtesy of the BBC Blue Room, from V-R to voice recognition, and learn which new platforms are the BBC using to engage their audiences. *Please note, this event is for invited guests only. Speakers confirmed so far: Lucy Hockings, journalist & presenter, BBC World News (chair) Mike Gunton, Creative Director, BBC Natural History Unit Richard Pattinson, Senior Vice President, BBC StoryWorks (the BBC’s branded content division) Stephen Sackur, journalist & presenter of BBC HARDtalk Hamish McPharlin, Head of Insight, BBC Global News Timetable (subject to change or order): 8.30am-9am  Registration/security/breakfast/Blue Room demos 9am-9.10am  Welcome from Walpole to its members – hand over to BBC as hosts for the morning 9.10-9.40am Session 1 – News 9.40-10.10am Session 2 – Stephen Sackur - HARDtalk 10.10-10.40am  Session 3 – Mike Gunton BBC Natural History Unit 10.40-11am    Coffee break and Blue Room demos 11am-11.20am  Session 4 – BBC StoryWorks 11.10-11.45am Session 5 – panel discussion: Affluent Millennial research for the luxury market 11.45-midday  Wrap up for the day Midday-1.30pm  Buffet lunch and networking + Blue Room demos