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Monday, March 16 • 5:00pm - 6:00pm
SADvertising: Why Tears Are the New Tactic

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It’s time to stop blaming the onions and admit it, todays’ ads and online videos are making us cry. There seems to be an increasing desire among marketers to move from the funny, sexy, aspirational associations with their brands in favor of making a connection with their consumer with an emotional gut punch. From Skype’s stirring story of two girls whose friendship flourished half a world away, to Swiffer’s inspirational look into the domestic life of a disabled man, emotional content is only growing stronger as a teary trend in the advertising landscape. We’re moved, but do we act?
And what’s fueling this trend? Why is more value being placed on true story content that promises a good cry? Hear from brands and advertisers on both sides of the (sob) story to learn when sentiment trumps logic and how to incite that deeper connection without being emotionally manipulative. We’ll discuss the role that social sharing and technology play while maybe—just maybe—shedding a tear or two.

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avatar for Heidi Arthur

Heidi Arthur

SVP, Group Campaign Dir, Ad Council
avatar for Pete Carter

Pete Carter

Marketing Director and Creative Strategist, Procter & Gamble
Pete Carter was born in Springfield, MA, graduated from Georgetown University, and moved to Cincinnati, OH to join the Brand Management department at Procter & Gamble, one of the world’s leading consumer package goods companies.

Teressa Iezzi

Writer, Editor, Fast Company
Teressa Iezzi is the editor of Co.Create, a property of Fast Company. She was previously the editor of Advertising Age’s Creativity, covering all things creative in the brand world. She is the author of The Idea Writers: Copywriting in a New Media and Marketing Era, about the evolution... Read More →
avatar for PJ Pereira

PJ Pereira

CCO & Co-Founder, Pereira & O'Dell
PJ started his career as a programmer at the tender age of 13 in Brazil. Now 40, he has achieved a career-long list that includes 3 Grand Prix at Cannes, an Emmy, and has authored a trilogy of books which is now in negotiations for a movie deal. PJ Pereira is Chairman and co-founder... Read More →

Monday March 16, 2015 5:00pm - 6:00pm CDT
Hyatt Regency Austin Hill Country ABCD

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