Do you prefer brand awareness or performance? What is your preferred marketing channel? In this series, we get to know past Insider Summit attendees and ask about their
preferences.
Trevor
Guthrie, Co-Founder, Giant Spoon:
Brand Storytelling or Experiential
Disruption: Experiential disruption. You can’t put a dragon on top of the Empire State Building without looking at the entire world as your creative canvas.
Fast Pivots or Long-Term Planning: Long-term planning fuels successful pivots. You’re steadier on your
feet when you’ve actually thought carefully about where you’re going.
Influencers or
Celebrities: Depends on the budget.
Tried & True Channels or Bold New
Tactics: Bold new tactics. Tried-and-true is fine if you want predictable results. But expanding how people experience brands requires experimentation, iterating, and occasionally
blowing up the old playbook.
AI or Human Touch: We’re building for a future with AI
baked in—but the magic still happens between humans. Collaboration, debate, and “what if” moments can’t be automated.
Media Innovation or Cultural Relevance: Cultural relevance wins. Innovation without relevance is just noise. We aim for the right message, at
the right time, in the right place—to the right people.
Creative First or Strategy
First: Strategy first. Because even the boldest ideas need a blueprint.
If you’re interested in submitting content for future
editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.