How Storytelling Training Helped Georgia-Pacific Build Sales Without Boosting Budgets

As chief marketing officer of Koch Industries' Georgia-Pacific Corp., Douwe Bergsma has brought on Droga5, Deutsch, Cutwater, the Martin Agency and most recently VaynerMedia to rework the marketing across eight brands.But along with that, he's taught his entire marketing department about storytelling with the help of Character LLC in a process that includes improv training. In a talk to the Association of National Advertisers Masters of Marketing Conference in Orlando on Friday, Mr. Bergsma sai