4A’s StratFest 2019 Mindsets over Matter: Evolving Personas for Inclusivity and Reduced Bias in the Brief

Hunter Sunrise, Director, Business Strategy, McGarrah Jessee

Audiences crave authenticity from brands, and traditional, overly clean narratives may not speak to individuals. This conversation explores alternate persona-building methodology to reduce bias and create more inclusive, multi-dimensional audience descriptions for the creative briefing process.

 

“Brands should be in service of their audience, rather than controlling their future.”

 —Hunter Sunrise, Director, Business Strategy, McGarrah Jessee

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