Andrea Bohorova, Senior Brand Strategist, Third Ear focused on “Storytelling In The Time Of Big Data.” Data-driven approaches are pivotal to uncovering actionable insights on which to build campaigns. “But speaking human through compelling stories is still what best drives the meaningful connections that spur people into action on behalf of brands,” said Bohorova.

She then presented examples of how understanding consumer behaviors and trends will lead to inclusive human stories that create cultural moments and drive positive business results. “We create work that has a universal human truth so that it relates to many people, but that has a little nod to a group of people for whom the truth feels closer to home,” she said.

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