In this episode of Driving Influence, Johnny Hughes (CMO, Avenue Z) and Emily Zimmer (Senior Brand Strategist, Avenue Z) dive into what defines truly impactful creative.
Emily opens by unpacking what “creative” means in marketing today. It’s not about filling space with content; it’s about sparking emotion and action. That moment when someone stops scrolling because something feels different? That’s the power of creative done right.
Johnny adds that creativity often thrives under constraints. Tight budgets and tight deadlines can actually fuel innovation, forcing teams to think more strategically. The best creative doesn’t just look good — it solves real problems and connects with people on a human level.
The conversation heats up in the “Hot or Not” segment, where Emily and Johnny call out what’s working and what’s not.
AI-generated influencers? Not hot. If you want authenticity and trust, human connection still wins.
Brand personality? Very hot. Showing humor, personality, and even a little imperfection can make a brand stand out — especially in B2B marketing, where most content still feels sterile.
When it comes to outdated tactics like eBooks and cold LinkedIn DMs? Both agree it’s time to move on. The real opportunity lies in passionate storytelling and raw, authentic creative that feels human. The message is clear: be genuine, stay curious, and don’t settle for AI-generated filler.
In the final segment, Johnny and Emily share their latest creative “Aha!” moments and predictions for what’s next. From Lyft and DoorDash collaborations to AI-powered performance insights, the future is about hyper-personalized, real-time creative that speaks directly to individuals and industries alike.
AR and VR are also on the radar, especially as brands explore immersive experiences that bring their stories to life. The creative frontier is expanding quickly, and the brands that stay agile and connected to their audiences will lead the way.
Ready to Fuel Your Next Big Creative Move?
Inspired by this podcast episode? Let’s bring that creative vision to life.
Contact Avenue Z to see how our team can help elevate your brand through bold and authentic creative marketing.
Content That Gets Found—and Drives Results
From ChatGPT to The New York Times, we create content strategies built for discovery, influence, and measurable business growth across every channel.
