Does the word “marketing” strike you as kind of a dirty word? Many of us are part of a generation that really doesn’t like to feel like we’re being sold to. Brands know that, and the smart ones are getting ahead of it by swapping out marketing copy for real stories and real connection.
At STORY, we’ve been saying for years now that a story’s greatest power is not in its ability to convert, but in its ability to connect, and when it comes to achieving conversion in the long term by leading with connection first, few marketers do that better than AJ Hassan. AJ is an Emmy-winning executive creative director who works with creative teams to help businesses and brands infuse their message with life and relevancy. She led the Equality Can’t Wait gender equity work for R/GA in partnership with Melinda Gates’ company: Pivotal Ventures. The “Like a Girl” campaign she led was a huge viral hit. She’s won tons of awards and lots of acclaim for her work and she understands, better than most, how to make advertising just a little more human.
This week on the STORY Podcast, we dip into the archives to hear a portion of AJ’s talk from her time at STORY. It’s one that can help us all, because we’re all marketers now. As we share and promote our own work, or the work of others, how can we focus on connection? Listen to AJ Hassan tell us how.