Seeking upskilling and reskilling opportunities in the media savvy world?

Organised by Singapore Fashion Council and conducted by Phillip Cheng, Creative Director of Condé Nast, Strategies for Brand Storytelling: Creating Impact through Content delves into strategies for branded content and marketing through the lens of creative storytelling. The session will include a foundational overview on the global landscape of branded content, best practices, and case study critiques.

Business owners and marketing leaders should walk away with tools to apply to their own content creation, increasing audience reach, and strengthening their own brand narratives.

This workshop is part of the Jobs-Skills Integrator for the Retail Industry (JSIT-R) supported by Singapore National Employers Federation (SNEF) and Workforce Singapore (WSG).

Who to Attend

• Marketing professionals
• Social Media professionals
• Content creators
• Media producers
• Founders and Directors of Independent Brand
  
  

Course Objectives

• A foundational understanding of the current global landscape of branded content
• Difference between organic and paid advertising content creation
• Influencer best practices
• Production best practices
• Understanding of business brand story and authenticity
  
  

Instructor’s Profile

Phillip Cheng is a Creative Director at Condé Nast in New York City for Mission Studio – the media publisher’s purpose driven, social and environmental impact storytelling arm. His work at Condé Nast’s entertainment division has included spearheading digital video content development for Vogue, Glamour, GQ, and Vanity Fair as well as overseeing production for culinary brands Bon Appétit and Epicurious.

Over the past decade, Phillip’s experience in branded, organic, and paid advertising content creation, commercial production for advertising and social media, and brand story authenticity development has brought him across Latin America and Europe.

His past experience includes commercial film, radio, and social media work for clients such as The New York Times, John Frieda, Jergens, Curel, Dos Equis, and American Ballet Theatre.

Course Overview

This workshop will delve into landscape and strategies for branded content and marketing through the lens of creative storytelling. Business owners and marketing leaders should walk away with tools to apply to their own content creation, increasing audience reach, and strengthening their own brand narratives.

Condé Nast Creative Director Phillip Cheng will share learnings and experience from developing content for internationally-recognized brands such as The New York Times, John Frieda, Vanity Fair, GQ, and Bon Appetit. The session will include a foundational overview on the global landscape of branded content, best practices, and case study critiques.

Key Takeaways will include:

• Differences between traditional advertising and branded content platforms
• Strategies for creating impactful and authentic brand voice through content
• Creating engaging editorial hooks and formats
• Fostering meaningful partnerships with creators
• Utilising effective content creation platforms and resources

The fashion industry plays a significant role in shaping our society, economy, and environment. In recent years, the concept of circularity has emerged as a powerful strategy to address the negative environmental and social impacts caused by the linear “take-make-dispose” model of the industry. In this one-day workshop, gain a comprehensive understanding of circular business design, including practical knowledge and skills to implement circularity in the fashion industry effectively in the SEA context.

Who to Attend

• SMEs in the fashion, beauty, and lifestyle industries
• Professionals in sustainability and supply chain management.

Course Objectives
By the end of this course, participants will have gained a solid understanding of circularity, its importance in the fashion industry, and how it can be integrated into their own SME businesses. They will be equipped with practical strategies, tools, and resources to embark on their sustainability journey, fostering innovation, resilience, and responsible growth in their operations.

• Understanding the landscape circularity in South-East Asia
• Awareness of the resources available (e.g., SFC courses, green finance, government grants, tracking tools)
• Set goals and formulate plans for the company’s sustainability mission and objectives

Instructor’s Profile
Cristina Kountiou, Founding Director of Revive Consulting Ltd Hong Kong Cristina’s expertise in Fashion Business Development and R&D gives her a comprehensive overview of the industry where she focuses on sustainability and innovation.  Her creative solution-finding approach, using trend forecasting and innovative thought strategies, identifies business opportunities through design and sustainability. She has 20 years in design and development within the fashion industry as well as teaching at Universities in Asia from Fashion Business Strategy to Fashion history, design, concept, and contemporary issues. Her experience oversees challenges within the supply chain, and she advocates connecting industry with education.

Course Overview

Session 1: Understanding Circularity in the Fashion Industry

• Introduction to circularity: Definitions, principles, and key concepts
• Environmental and social challenges of the linear fashion industry
• Exploring the business case for circularity
• Opportunities and benefits of adopting circular business strategies for SMEs
• Closed-loop systems: Recycling, upcycling, and product life extension

Session 2: Why Circularity is Fashion Forward and Why it Matters for SMEs

• Sustainable development and the role of SMEs
• Overview of successful circular fashion brands and companies in Southeast Asia
• Case studies: Examining their approaches, challenges, and impact
• Collaborative approaches: Partnerships, sharing platforms, and new business models

Session 3: Workshop – Kickstarting Your Sustainability Journey

• Applying circularity principles to participants’ own businesses
• Hands-on exercises to identify opportunities for circularity
• Group discussions and feedback sessions to brainstorm actionable steps

About

Circular concepts and development come with a host of opportunities to dig deeper and find solutions. It is however a mine field of too much information and not enough time. By putting together key points set-up in module format, the objective is to tackle sustainable initiatives more efficiently.

This course examines issues in a Southeast Asia lens.

Participants will be able to strategically evaluate materials with real-time challenges, visualize solutions, develop guides, materials and a vision guide in order to achieve sustainable objectives.