Power of Human Storytelling - What B2B firms can learn from B2C strategies

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When it comes to storytelling, B2B companies should take note of strategies employed by B2C companies. Join us to hear more about how & why.

About this Event

The Mayor's International Business Programme, together with Edelman, invite you to join this event on storytelling, and what B2B tech companies can learn from B2C strategies when it comes to telling your story brilliantly - and succeeding as a result. Edelman is a global communications firm that works with companies (from startups to Fortune 500) to evolve, promote and protect their brands and reputations.


  • Welcome and introduction to Edelman and Emerge (Edelman's dedicated PR branch for high-growth companies).
  • In discussion with What3Words: Fireside chat with Giles Rhys Jones, W3W’s CMO, to recount his experience working with Edelman and developing W3W’s storytelling journey. Tim and Giles will discuss the importance of human/emotional content in B2B PR and how human-centric owned and earned content are worthwhile tactics to generate leads.
  • Q & A and Discussion.

Dial-in details will be shared with attendees ahead of the event.

About the Speakers

Tim Weber, Editorial Director at Edelman: Tim is a storyteller, content and technology expert. He leads the team at Edelman UK that helps all clients tell their story with content, making sure it is underpinned by an editorial approach and journalistic rigour. He also provides media training, helps CEOs define their messaging, and writes books, by-lines and speeches for top executives of some of the world’s largest companies; he also offers strategic counsel to clients large and small. As an Executive Director (EVP), he is a member of the management team of Edelman UK. Among his clients are ABB, Asics, GSK, HP, IFA Berlin, J&J, Lego, McKinsey, Microsoft, Nissan, Samsung, Unilever - as well as fast growth tech companies like What3Words and Exscientia, as part of Edelman’s Emerge offer.

Before joining Edelman in 2012, Tim was the business and technology editor of BBC News Online. He was a regular commentator – online and on air – on the technology industry and global economic issues. While at the BBC, he attended for nine years running the annual meeting of the World Economic Forum in Davos as a media leader; he now supports clients attending the WEF.

Giles Rhys Jones, CMO at what3words: After 20 years in advertising agencies and marketing consultancies Giles joined the 5 person what3words team in 2014. As CMO he has helped take them from a quirky, seed-funded, idea to a globally recognised, award-winning brand. With offices around the world, they are backed by investors including Intel, Sony & Daimler, and used by business, governments and millions of individuals in over 170 countries.

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