Naysla Edwards, vice president brand ANZ, American Express has told marketers that human connection is going to remain their most important asset.
Speaking backstage at Cairns Crocodiles, presented by Pinterest, in Far North Queensland Edwards reminded adland that in a world dominated by data and trends it is extremely important to not take your eye off the most important asset—humans.
“Just focus on how you want to leave people feeling about your brand, because that human connection is going to remain your most important asset,” she said.
Moments before the interview, Edwards spoke on a panel with Alexandra Bokeyar, general manager of MECCA-Maginations at MECCA Brands and Emma Pinwill, chief commercial officer at the Australian Grand Prix.
The trio spoke about the cultural force of the F1 and how partners are harnessing the power, prestige and emotion of the sport to build relevance, drive desire and earn their place in one of the most competitive brand arenas on earth.
