# A DisruptED Series of Conversations with Marketing Thought Leader Ivonne Kinser, Author of THINK (Ep. 2)

By Ron Stefanski · Published 2025-02-04 · Updated 2026-05-19 · Retail on MarketScale
Canonical: https://www.marketscale.com/industries/retail/disrupted-marketing-ivonne-kinser-creative-innovation
Creator hub: DisruptED

> Brands seeking genuine attention must rethink creativity in an age of messaging overload and audience fatigue

## Key points

- 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.

Block Field

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](https://www.forbes.com/councils/forbesagencycouncil/2022/12/13/5-ways-creativity-will-drive-marketing-success-in-2023/) 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](https://marketscale.com/?p=200964)?

In the second episode of this three-part series on [*DisruptED*](https://marketscale.com/shows/disrupted/), host [Ron J Stefanski](https://www.linkedin.com/in/ronjstefanski/) 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](https://hoplark.com/?srsltid=AfmBOoqloyRRmVPHgoJbEMuIcgoHLU2gV_UrsbEAix_lnh0FXmAnUOKp), the founder of **Vantage Creative Group** and the mastermind behind the [Vantage Innovation Lab](https://www.vantageinnovationlab.com/), 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.

### About the Guest

**Ivonne Kinser** is an award-winning marketing leader and the bestselling author of [*THINK: The Manifesto for Creative and Critical Thinkers*](https://www.amazon.com/Think-Manifesto-Creative-Critical-Thinkers/dp/1962987396). 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.

Tags: brand engagement, creativity in marketing, DisruptED, Hoplark, Ivonne Kinser, Ron J Stefanski, Vantage Creative Group, Vantage Innovation Lab

---
Source: MarketScale, https://www.marketscale.com/industries/retail/disrupted-marketing-ivonne-kinser-creative-innovation. Published for AI indexing and citation; cite the canonical URL. Site guide for agents: https://www.marketscale.com/llms.txt