Summit Media puts spotlight on trends, practices in #digitalsummitstorytelling event
The packed Samsung Hall of SM Aura were treated with a peek inside the life of an online editor, starring's EIC Dodo Catacutan and FHM boss Allan Madrilejos. Rhoel Fernandez

SUMMIT Media hosted its annual digital conference, with this year's event called 'Storytelling for Brands: Global trends, insights, and best practices,' forming part of its mission to come out with the best stories for the Filipino readers online.

“Content may be king but context is god. What’s your story?” Summit Media President Lisa Gokongwei-Cheng started off with a quote from author Gary Vaynerchuk to an audience of more than 1,000 influencers in content marketing and advertising at the Samsung Hall in SM Aura Premier. also took part in the summit with editor-in-chief Dodo Catacutan starring alongside FHM boss Allan Madrilejos in a video depicting 'a day in the life of an editor.'

Summit Media Group General Manager Edna Belleza then discussed the role of online content in the current digital digital landscape in the country.

“Build audiences on the foundation of trust, combine this with authentic engagement and you establish a meaningful relationship,” she shared.

Keynote speaker Chris Guenther of Hearst Branded Content also talked about strategies surrounding the use of native advertising while Summit Director for Digital Strategy Amina Rillo explored video as an emerging format.  

Meanwhile, Iza Santos and Mikey Agulto used dating analogies when they talked about the things they learned about native advertising for Filipinos.’s sister brands also took the spotlight with their respective editors sharing strategies and secrets in content making: Editor-in-Chief Jillian Gatcheco discussed why data is considered the boss; StyleBible/Preview’s Isha Andaya-Valles talked about fashion influence insights; Jo Manalastas of gave insights on the popularity of listicles and Managing Editor Karen Pagsolingan explained the process of how one story can evolve into several more articles.

The event's hashtag #DigitalSummitStorytelling became a trending topic and ranked seventh on Tuesday.

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