Nicholas Capanear, Executive Creative Director, was recently featured in the Sports + Health edition of Lürzer’s Archive.
In the article, Nicholas highlights the evolving versatility of health marketing, which increasingly intersects with various sectors, such as retail, entertainment, gaming and music, driving fresh and innovative creative approaches.
He emphasizes that continuous innovation and new perspectives are essential for developing effective communication strategies.
Additionally, emotional storytelling remains at the heart of health marketing, and when brands fail to capture genuine emotion, it’s a bigger fumble.
“I can only imagine that AI will multiply our ability to find the people who need to hear our message most, like it’s doing with most everything,” said Nick. “An interesting application I’ve seen is creating AI research personas that accurately reflect our audience’s responses. This allows us to quickly test or optimize the message much more efficiently. In this example, AI didn’t think of the idea, but it helps us determine if it’s the right idea.”
Nicholas Capanear
Read the full article online at Lürzer’s Archive here.