In2Summit: ‘Our Entire Business Is Built On Human Emotion’

By Diana Marszalek | Holmes Report Blog | Despite the hype surrounding the benefits of data, making emotion the heart of your story is still the most effective tool in driving action, a panel of experts said Tuesday. “Our entire business is built on human emotion,” said Papyrus director Catherine Cook. Doing so, however, requires patience, […]

By Diana Marszalek | Holmes Report Blog |

Despite the hype surrounding the benefits of data, making emotion the heart of your story is still the most effective tool in driving action, a panel of experts said Tuesday.

“Our entire business is built on human emotion,” said Papyrus director Catherine Cook.

Doing so, however, requires patience, particularly in a lightning-speed age when data and analytics provide the gratification (or disappointment) of immediate results, she said. “You have to really be in for the long term to see the residual benefits,” she said.

Cook’s comments were part of a panel discussion on using emotional storytelling to drive action at the Holmes Report In2 Innovation Summit held Tuesday in New York. Fellow panelists included Libby Rodney, Harris Poll’s chief strategy officer; Jet Blue’s corporate communications manager Morgan Johnston; and Beth Bell, Red Seat Ventures/Love What Matters VP of digital marketing. The discussion was moderated by MullenLowe SVP Jaclyn Ruelle.

Read more at The Holmes Report.