Lost in Found: Abigail Posner

Harnessing Creativity and Culture in the Digital Age

In the latest episode of Lost In Found, we had the pleasure of speaking with Abigail Posner, Director of Creative Works at Google. Known for her ability to seamlessly blend the art of creativity with the precision of data, Abigail brings a unique perspective to the challenges and opportunities facing marketers today. Throughout her conversation with our own Tom Christmann, Abigail shared deep insights on the enduring power of creativity, the importance of cultural understanding, and the transformative role of technology in modern marketing.

Creativity: The Lifeblood of Marketing

Creativity is at the core of everything we do as marketers. It’s the spark that turns a simple idea into a powerful campaign, capable of moving audiences and driving brand success. Abigail Posner reminds us that creativity is not just a tool—it’s the lifeblood of effective marketing. She describes creativity as the ability to make connections between seemingly unrelated concepts, revealing something new and impactful. "Creativity is about making connections between unlike notions to reveal something new and helpful," she says.

Is your marketing helpful to your audience? In a world where people are bombarded with messaging, helpful content can elevate a brand above the noise. Abigail emphasizes that it’s the human touch—the unique perspective and imaginative thinking—that is the secret to connecting with audiences on a deeper, more emotional level.

Data as a Catalyst for Innovation

Especially among creative types like Tom, there’s often a perception that today’s obsession with data can stifle creativity. But Abigail challenges this notion by highlighting how data, when used correctly, can actually be a powerful catalyst for innovation.

"Data, in all its forms, has always been part of human [communication]," Abigail explains. The key, she argues, is in how we interpret and connect this data to uncover new insights and drive creative solutions. Abigail encourages marketers to view data not as a limitation but as a tool that can inspire new ideas and approaches. By leveraging data to understand consumer behavior and preferences, marketers can craft campaigns that are not only more targeted but also more innovative and resonant.

C+R PRO TIP: One piece of data you may be missing is the raw, authentic posts from everyday people. Often, marketers don’t have time or energy to dig through this dataset, but with a free account from Catch+Release, it’s easy to search through hundreds of thousands of posts from everyday people. Just head to our Creator Community to get started. You will be amazed at what you find.

The Cultural Context: A Marketer’s Secret Weapon

One of the most compelling aspects of our conversation was Abigail’s focus on the importance of cultural context in marketing. Understanding the cultural currents that shape consumer behavior is crucial for creating campaigns that truly resonate with your audience. Abigail emphasizes that marketers need to immerse themselves in the culture—what people are watching, wearing, and discussing online—to grasp what really matters to them.

"You need to understand what people are watching, wearing, and discussing online to truly grasp what matters to them," she notes. This deep cultural understanding allows brands to create content that not only resonates but also engages on a deeper, more personal level. It’s about going beyond surface-level trends and tapping into the underlying values and emotions that drive consumer behavior.

Embracing the Creator Economy

The rise of the creator economy has transformed the way brands connect with consumers. Abigail discusses how marketers are increasingly collaborating with creators—individuals who have built strong, authentic relationships with their audiences.

"Today’s environment demands true partnerships with creators," she explains. In the past, marketers might have hesitated to relinquish control over their brand narrative. But today, Abigail argues, it’s essential to embrace these partnerships as a way to engage more authentically with consumers. Creators understand their audiences better than anyone else, and by collaborating with them, brands can tap into these insights to create more relevant and impactful campaigns.

Technology Serves Humanity (Not For Dinner)

Should we fear AI? Abigail doesn’t think so.

"Technology has always been used to enhance human capabilities," she says. From the printing press to AI, technology’s role has always been to empower creativity and drive progress. She advocates for a balanced view. Marketers and creative people should see tech not as a competitor, but as an enabler of human creativity. However, Abigail also acknowledges the fears surrounding AI and other emerging technologies. She encourages marketers to remember that technology should always help to enhance, rather than replace, human ingenuity.