Why humanity is the ultimate advantage in a fragmented world

In a world where data and technology have leveled the playing field, the brands that win are those that spark emotion.

As global chief strategy officer at DDB Worldwide, Tomas Gonsorcik helps some of the world’s biggest brands grow through the power of creativity. In today’s fragmented landscape, he argues, the brands that outperform are those with what he calls an “emotional advantage,” a consistent ability to move people to action, wherever the brand shows up, from high-production campaigns to quick social moments.

For Gonsorcik, this emotional advantage directly translates into a commercial advantage. He believes creativity’s influence extends far beyond branding: It inspires company culture, encourages risk-taking, and fosters confidence. As creativity’s canvas expands into product development and organizational culture, its power to drive business growth will only increase.

Watch the video above to see why, in a world in which data and technology put every brand on a level playing field, humanity remains the ultimate point of difference.