Georgia-Pacific’s CMO explains how his ‘not big’ and ‘definitely not cool’ company has driven growth through storytelling

During a talk at the ANA Masters of Marketing Conference in Orlando, Georgia-Pacific’s chief marketing officer Douwe Bergsma explained how the company’s focus on storytelling has helped its portfolio of brands, which include Brawny, Angel Soft and Dixie, experience strong growth over the past two years.
About two years ago, the paper products company began to get serious about its storytelling capabilities when it hired Droga5, Cutwater, Deutsch and The Martin Agency to work on