Press Release

Synergy Learning Series 2016: HuGOT It Right. The Unique Seminar-Workshop on Brand Storytelling and Consumer Insighting

MANILA – Synergy Market Research + Strategic Consultancy successfully concluded its 3rd event from its Learning Series 2016 entitled, “HuGOT It Right. Consumer Insighting for Brand Storytelling.” Held last November 9, 2016 at Aruga by Rockwell, Makati City, this captivating seminar-workshop was attended by 62 brand managers, advertisers, creative, digital and content creators, publishers, as well as decision-makers, who want to evolve their content and brand storytelling abilities. Recognizing the importance of consumer insighting in content generation, this event highlighted some innovative and creative approaches on how to “Hugot” an effective, compelling content for storytelling purposes.

During the event, the eight featured experts presented the process of content development from brand telling to storytelling in order to “story-sell” a product/brand. This is aligned with Seth Godin’s philosophy: “Marketing is no longer about the stuff you make but about the stories you tell.” In-depth insights were shared by the panel members comprised of advertising, media and consumer-based company executives. Content generation could possibly be an ‘equalizer’ for SMEs vs. large corporations that have different budget allocations as storytelling could help in amplifying their messages in media. The workshop in the afternoon highlighted creativity-inducing exercises in brand-building, storytelling.

This event was in partnership with PLDT Home, Asia Brewery’s Summit and Sunkist brands, adobo magazine, BusinessWorld, The Philippine Star, Philippine Daily Inquirer, Aruga by Rockwell, Executive Decisions, Commune Coffee, and PhotoMan. Due to highly positive feedback, Synergy will hold this again next year. For inquiries regarding their future events, call 8185890/99 or send an email to


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