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Marketing Emotion Business

Real people are emotional & tribal: Join The Drum debate at Cannes Lions


By Ayesha Salim | Content Lead

June 1, 2018 | 3 min read

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With technology being at the forefront of people’s minds when it comes to driving successful business decisions, one important element often gets side-lined: the power of feelings.

Event: Creative Connections - The business of feelings & emotions

Event: Creative Connections - The business of feelings & emotions

The Drum, in association with Gyro and the Financial Times at Cannes, will host a panel discussing the role of feelings and emotions in decision-making and why it is the key ingredient when it comes to forging successful business relationships.

The panel event, Creative Connections: The business of feelings & emotions, will take place on June 20 at the Radisson Blu Rooftop.

It will feature Financial Times advertising director of B2B &, Laura Milsted; Gyro chief executive and CCO, Christoph Becker; partner and global brand and marketing leader, John Rudaizky. A further speaker will be announced.

Gyro partnered with the Financial Times Commercial Insights Group to question top decision makers specifically about what they feel, and want to feel, during key moments in a business relationship. The goal of the study was to unearth honest emotions and untapped understandings into what truly drives decisions or, more accurately, the humans making those decisions. The panel will explore some of the key findings.

“The reasons behind the choices we make aren’t easily measured. Real people are tribal and emotional. There is much to learn from the honest responses that Financial Times readers shared with us,” said Becker.

“But one fact is certain: now, more than ever, marketers must focus on what their customers and prospects are feeling and deliver in a way that makes them feel both confident and optimistic. Human relevance in marketing has never been more valid and more necessary,” he added.

Register for the event here.

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