Meet Ampy Corpus, Associate Director
Ampy is a strategic communications expert with more than 15 years of experience leading and activating tailored communication programmes.
She has led brand communications work for global companies such as Unilever and P&G, and her creativity has been recognised via a number of award wins, most recently the PR Idea and Campaign Idea of the Year from Mumbrella Asia.
In this Q&A, we invite you to get to know Ampy, her thoughts on where the industry is heading and communications trends to look out for in 2019 and beyond.
1. There’s been a lot of chatter around brand storytelling and purpose. What do you think we need to know?
I think that brands and companies that don’t adopt a storytelling approach in their communications are missing out on opportunities to build deeper connections with their audiences. People remember what they feel so if you create a narrative that touches on their emotions, you become memorable. Pixar is one of the best storytellers out there and I don’t think I’ve come across anyone who hasn’t mentioned a Pixar movie as one of their favourites. Most clients I work with see the value in storytelling but there are some who struggle to put it in practice. They are the clients I love working with – those that want to be guided through the process, making sure it is reflected in how they communicate.
I’m equally passionate about purpose. It has a term that is now mainstream, but I am fortunate to have worked with clients who are seen as pioneers in “purpose communications”. Purpose has a proven positive impact on business and it can help drive sustainable growth. I advise my clients to ensure their “storytelling” goes hand in hand with “storydoing” if they want to communicate their purpose clearly. If you set your sights on storytelling around female empowerment, you need to ensure you’re doing something that tangibly impacts the lives of women. Stakeholders will quickly see through the fluff and won’t hesitate to call you out on it.
2. What makes a great communications campaign?
When it’s grounded on real insights, not speculative ones. Every brief and project needs to begin with research – either desktop research, social listening, immersions or even simple surveys to keep within budget. You need to deeply understand your audience – their mindsets, behaviours, who influences them, the channels they consume – so you can craft a campaign that not only differentiates but resonates with and is memorable to them. This is as true to brand campaigns as it is to corporate communications. Knowing your stakeholders before you try to engage them is key, don’t retrofit a communications campaign on what you think will work.
3. What are some of the industry trends to keep an eye on?
Artificial Intelligence sits right on top of the trends and the discussion around it will continue to intensify as more brands and businesses experiment with it. Stories (Instagram and Facebook) are also big at the moment but I think there’s an opportunity for brands, especially those that are not shopping-oriented, to be more strategic and creative in how they use the platform.
Something that I recently read which I found interesting was the rise of gamers as the new influencers. The growth of e-sports has been explosive, and gamers are slowly becoming celebrities in their own right with 100 Thieves – the gaming lifestyle brand – leading the way. It will be interesting to see how this trend evolves.
4. News desks are shrinking. What do you think this means for the future of media relations for businesses?
Traditional media will always be there because it serves a specific type of audience, but the focus should be quality over quantity. Also, there are creative ways of co-developing content with them – through partnerships – so you can generate interesting stories for your audience. But it shouldn’t stop there – you need to explore other channels to reach them. People can’t live without their mobile phones anymore – we need to consider how we can ensure you are reaching your key stakeholders when they’re on Instagram or Facebook or while using messaging apps. Each micro moment they interact with their phones is an opportunity to engage them – the key is to find the right moment and create the right content for that moment.
5. What excites you about joining the Spurwing team?
The opportunity to marry Spurwing’s deep sector expertise on health, food and nutrition with my own expertise in integrated communications, creative storytelling and purpose communications. Together, we have more creative fire power and I can’t wait for clients to experience this enhanced brand of communications from Spurwing. I have known the team for a number of years and am familiar with their culture and how they approach work, so I knew from the start that we would complement each other. I’m very excited about this journey.