NEWS30 November 2012

Tapestry Works launches partnership with ABN Impact

Asia Pacific Features

SINGAPORE — Tapestry Works has launched StoryWorks, a branding tool developed for the Asian market, as part of a new partnership with ABN Impact.

Through the partnership. the firms will bring StoryWorks to their clients across Asia. It works by applying story structures and screenwriting principles to develop engaging and emotional communications.

Neil Gains, managing partner of Tapestry Works (pictured), said, “We are very excited to bring StoryWorks to the Asian market to help clients apply best practices in building brand identities based on deep understanding of local needs and cultural values. This will be the first in a toolbox of approaches we plan to launch over the coming year, leveraging human and cultural psychology to weave richer connections for businesses.”

Maz Amirahmadi, CEO of ABN Impact, added: “We are very excited about this opportunity to bring new thinking to the way brands develop communications, which has already helped us to execute and deliver research to clients with real business impact.”