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Data, Storytelling and Breaking Through the Noise

#sxsw #BrandStory

Every minute, three days worth of content is uploaded to YouTube. Every four seconds, a New York Times story is tweeted or shared. With information overload, how does your brand break through the noise? How do you earn trust in a fragmented 24/7 media world? Storytelling can reset legacy brands, launch unknown brands and reach consumers in ways that go beyond the noise. Unfortunately, most brands will suck at storytelling because they won't do what good storytelling requires. Stories have conflict and villains, winners and losers. They have personality and flaws, great highs and severe lows. And today, stories are supported and in some cases driven by data. Whether your brand is B2C or B2B, data can help shape the story you want to tell.

Our panel will explore how data driven stories can have significant impact for connecting with the audiences you want to reach. You will learn how to ensure that your stories resonate beyond the marketing team and engage people on an emotional level.


Ashley Brown Dir, Digital Comm/Social Media The Coca-Cola Company

Dustee Jenkins Vice President, Public Relations Target Corporation


Gary Goldhammer Senior Vice President H+K Strategies

Gary Goldhammer is a digital communications strategist with more than 21 years of experience in online marketing, advertising, public relations, public affairs and journalism. He has built and led regional/global teams, creating innovative best-in-class programs for clients including Adobe, eBay, HP, Netflix, Nike and The Walt Disney Company.

He currently serves as Chief US Digital Strategist for Hill & Knowlton Strategies, a global communications consultancy, where he is responsible for driving business development and implementing innovative digital strategies for clients.

Gary previously was EVP and head of West Coast client service at Velocidi, a digital marketing agency, where he was responsible for overseeing the region’s client teams. Before that he served as Senior Vice President, Digital Strategy and Development, for Edelman. He grew the West Coast digital business from a handful of people in 2007 to more than 65 people in 2010, generating millions in new annual revenue and securing key accounts including eBay, HP and Adobe.

Prior to Edelman, Gary served as President ofMarCom:Interactive, a marketing communications company he co-founded in 1999. While at MarCom, Gary helped clients take full advantage of new technologies including blogs, RSS, social networks, mobile and 3D virtual environments. He also managed business development and client service functions.

Before MarCom, Gary served as Vice President for Nelson Communications Group (now Porter-Novelli) in Orange County, CA. There, Gary managed two of their major accounts, Unocal 76 and The Walt Disney Company, and garnered two Public Relations Society of America Silver Anvil awards for the agency. He created the statewide agency’s first digital public relations practice in 1995 and was among the first in the industry to use the Internet for public affairs campaigns and corporate communications.

Gary conducts public and private corporate seminars on digital marketing, social media and journalism trends. An award-winning former journalist and communicator, his primary expertise is in the changing role of the news media and how new journalism trends are affecting public relations, marketing and business. His second book, “The Last Newspaper: Reflections on the Future of News,” was published in 2010.

Gary graduated from the University of Missouri School of Journalism in 1989. His favorite American Idol of all time is 2006 winner Taylor Hicks. But he doesn’t tell that to a lot of people, as it’s pretty embarrassing.

Jon Steinberg Pres/COO BuzzFeed