A DisruptED Series of Conversations with Marketing Thought Leader Ivonne Kinser, Author of THINK (Ep. 2)
In this second episode of a DisruptED conversation series, host Ron Stefanski speaks with marketing thought leader and author Ivonne Kinser about how brands can break through messaging overload and audience fatigue. Kinser draws on insights from her book THINK to argue that genuine creativity is essential for earning real audience attention. The discussion explores how marketers must fundamentally rethink their strategies in an increasingly noisy media landscape.
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Key takeaways
Brands must rethink creativity to cut through messaging overload and audience fatigue.
Genuine attention from audiences requires moving beyond conventional marketing approaches.
Ivonne Kinser's book THINK offers a framework for marketers to reimagine strategy and brand communication.
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Marketing is at a crossroads. Traditional advertising channels are losing their impact as audiences become increasingly desensitized to repetitive messaging. Creativity has a crucial role in modern marketing, with consumers on the search for fresh content that can capture their attention. So, how can brands do this in a meaningful way?
In the second episode of this three-part series on DisruptED, host Ron J Stefanski continues his conversation with marketing innovator Ivonne Kinser to explore how creativity, technology, and illusion can transform brand engagement. As the Chief Marketing Officer at Hoplark, the founder of Vantage Creative Group and the mastermind behind the Vantage Innovation Lab, Kinser shares how her latest partnership with Amaze—a company founded by world-class magicians—is redefining marketing through high-tech storytelling.
Key takeaways from the conversation:
- Creativity as a Business Tool – Kinser emphasizes that creativity isn't just for artists; it's a fundamental tool for problem-solving and brand differentiation.
- Magic Meets Marketing – Through her partnership with Amaze, Kinser is leveraging illusion and technology to create immersive brand experiences that captivate audiences.
- The Coca-Cola Case Study – A groundbreaking campaign with Coca-Cola demonstrated the power of organic amplification, delivering 5 million views from an initial goal of just 10,000.
Ivonne Kinser is an award-winning marketing leader and the bestselling author of THINK: The Manifesto for Creative and Critical Thinkers. With a career spanning digital innovation, she previously led marketing at Avocados From Mexico, where she built an award-winning digital strategy and positioned the brand as a top innovator. She has been recognized with the Marketing Lifetime Achievement Award and named one of the 100 Most Influential Latinas in the U.S.
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