In this episode of Masters of Marketing, we sit down with Dora Osinde, Founder and CEO of Yeah But No – a consultancy specializing in creative collaboration between marketing teams and agencies.

We discuss the connection between creative and tech in marketing, and why it’s so important to use data to inform and refine our creative strategies.

Dora also addresses the conversation around AI in this field. She explains that while AI tools effectively democratize creativity, they haven’t replaced human creative ability and intuition. In fact, in a market increasingly saturated with AI-generated content, consumers are showing a preference for brands that appear “more human”.

Brands often attempt to humanize their image by taking a stance on political or social issues. While this can be a good thing, Dora stresses the need to “do their homework” in order to avoid missteps: Engage with communities, understand the context, and be aware of the brand’s core values.

Tune in to hear more!

Connect with Dora on LinkedIn

Check out Yeah But No consultancy.