The BBC on Storytelling: Lessons for Luxury Brands

On Thursday 25th January 2018, Walpole members were invited to the BBC’s new Broadcasting House to discover the secrets of impactful storytelling.

One of the most creative organisations in the world, the BBC’s values include trust, quality and putting audiences at the heart of everything they do – with these qualities at the forefront of the event’s agenda, and designed to inspire those working within luxury. The event also saw the unveiling of the BBC’s research into Affluent Millennials and the Luxury Market.

This report, which has been generously shared by BBC Global News, can be read here: BBC Reaching Affluent Millennials – Luxury Brands.

In a series of presentations, moderated by BBC News GMT Presenter Lucy Hockings, guests heard how different parts of the BBC approached storytelling across genres in the digital age, including news, interviews, natural history and, in the case of BBC Advertising, branded content. Using a compelling mix of first-person experiences and candid footage, The Power of the Image was revealed by BBC cameraman Duncan Stone – a veteran of the world’s most brutal war zones; BBC Natural History executive producer Mike Gunton  discussed The Natural World  (using astonishing footage from Planet Earth 2, a programme which has been viewed by nearly 1 billion people worldwide); followed by presenter of HARDtalk Stephen Sackur, who shared The Interviewer’s Story and some of his most compelling profiles to date.

The event concluded with a research presentation into Affluent Millennials & the Luxury Market from BBC Global News Head of Insights Hamish McPharlin, followed by a panel discussion with Anne-Marie Verdin-Mulot, Director of Digital Marketing & Communiation at Value Retail; renowned YouTube and Instagram influencer and blogger Jim Chapman; and Sophie Gallois, MD of The Gin Hub, 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?

A huge thank you to BBC Global News for creating such an engaging, thought-provoking and invaluable insight into storytelling. For more information on Walpole’s Meet the Media events, please contact Olivia Lowdell