In One Sentence…
How do you define effective marketing?
Marketing that has the creative capacity to move culture as well as business.
How does creativity drive effectiveness?
Creativity is the bridge to making brand stories insightful, inspired and connective to consumers.
What characteristic(s) of effective marketing do you believe remain constant, even in the face of change?
Authenticity, transparency and commitment must be part of the brand’s marketing equation.
What is the best advice you can offer to today’s marketers?
Humanize it: think beyond what your marketing can do, but what it has the power to make us feel.
What do you hope marketing looks like in the next five years?
Braver and even more representative.
Vida was a Final Round judge in the 2022 Effie US Competition. Click here to see the list of 2022 Effie US winners.
