It's time to put human connection right at the heart of marketing

Here's why: 

The emotion economy is working in new ways 

It’s been well argued by the likes of Peter Field and Les Binet that emotional advertising is more effective than rational advertising for long-term business success. But in a world where ad avoidance is rife, many brands are capitalising on the unique power of live experiences. Designed to be lived not watched, they turn spectators into participants, and that participation makes them feel something. (Just visit the work of Yinka Ilori MBE ‘The Architect of Joy’ or a Bijoux De Mimi pop up if you don’t believe me.) Those feelings, in turn, drive memory, advocacy and ultimately revenue.  

Human connection is where brands are now built 

While it’s true that scale and reach is key to growing brands, this is now being achieved in different ways. Brands are working with and for communities (people united by shared interests, passions and values), collaborating with other brands for mutual benefit and audience extension, and leveraging the power of word of mouth. Because, as M&S’s Sharry Cramond put it at the London Conference, “Word of mouth is the most powerful form of marketing there is”. Add to this content creators and influencers who are oftentimes more listened to (and trusted) than brands themselves and it’s a potent mix. One that helped scale Gymshark from 1.5m to over 20m followers, according to Elfried Samba. 

There’s still room for thoughtful brand showmanship 

The attention crisis is a real one. And people are crying out to be entertained. Brands simply cannot afford to be dull. They need to turn up with creativity, flair, empathy and purpose. Earn their time with the consumer and reward them. As the indomitable Maz Farrelly told us in Singapore, “You can’t bore me into buying” so “De-bore your business”. A few home truths there that apply just as much in the experiential space as they do in advertising and content. 

Storytelling is alive and kicking  

Everybody loves a good story and this year’s Waitrose Christmas spot is a masterclass in storytelling. Approved by Richard Curtis himself who also graced the stage of the London Conference. But storytelling isn’t just for the big and small screen. It’s for the world of communications, as expertly deconstructed by IBM’s Jeremy Connell-Waite, and live experiences too. We need to think about end-to-end experience journeys and the stories we are telling through those interactions, with experience design, creative technology and social and influencer content.  

Purpose is a superpower  

I mean purpose with a small ‘p’ and a big ‘P’ here. Companies and brands understanding why they exist and still deserve to, as well as those seeking to tread lightly in the world and do a bit of good. Consumers, by and large, respond to both. As do employees. “It’s good for business and good for culture”, as Who Give’s a Crap’s Emily Kraftman neatly put it. That works for us at Verve too. We exist to create live experiences that have a lasting impact. And we’re a proud B Corp so ensure that our events and experiences are as sustainable as possible – as well as being inclusive and accessible. That matters to us, our clients and our staff.    

Michael Pring is Global Client & Development Director and Country Head (Singapore) , Verve The Live Agency, who were Partners for The Marketing Society Singapore Conference 2025