How do you make advertising emotionally resonant?

Brett Malinowski

Marketing Director · Whop

Before‑After Storytelling

Brett Malinowski says he structures video creative with before-and-after storytelling: put people in their pain, then bring it back to life after, so they psychologically think 'that's me.'

The answer starts at 33:04.

Michael Ungaro

Owner

Tell Your Story

Michael Ungaro says to tell your story, since your story is what sets you apart and gets people interested.

Laura Jones

Chief Marketing Officer at Instacart · Instacart

Functional + Emotional

Laura Jones says her team always tries to meet both a functional and an emotional need in advertising, because groceries serve a functional need to nourish and emotional needs like memory and self-care.

MP

Marc S. Pritchard

Chief Brand Officer · Procter & Gamble

Connect Brand Truth

Marc S. Pritchard says the approach is connecting brand truth with consumer insight, and the moment that matters, saying content has to make that connection to be effective.

Dawn Dawson

Chief Marketing Officer · Mortgage Solutions Financial

One‑to‑One Experiences

Dawn Dawson says to create one-to-one experiences as much as possible, letting AI and technology help create true experiences, because as AI increases efficiency it isolates people more and humans need connection.

Lucinda Barlow

Senior Director, Head of International Marketing (APAC, EMEA, Latin America) · Uber

Dramatic Tension

Lucinda Barlow says she uses dramatic tension — the tension between the new and the familiar — because long-term behavior change requires embedding in people's memories, and that requires storytelling.

Lara Hood Balazs

Chief Marketing Officer and Executive Vice President, Global Marketing · Adobe

Empathy-Driven Insight

Lara Hood Balazs says she uses empathy and customer insights to resonate with consumers, because empathy breeds trust when you fall in love with your customer's problems, not the solutions.