It pays to be emotional

Great Big Story Commercial Director, Pippa Scaife wrote an op-ed for AW360 about what it means to be a feminist and why it pays to be emotional in advertising.

April 8th, 2019

The piece covers such topics as gender equality and female empowerment, as well as other representations of diversity.

“Whilst I try not to use feminism as an excuse to be the loudest voice in every room, I can see it sneaking into the majority of my day to day decisions.”

Speaking of her experience at Great Big Story, Pippa stated that it is a hub for inspiring content with an 11M strong fan base that are able to get their daily fix of emotive, human-led storytelling.

“It's not a coincidence that I've ended up working at CNN, where I am constantly inspired by and proud of our intrepid female reporters; Christiane Amanpour, Clarissa Ward and Nima Elbagir”

Pippa Scaife

The art of emotional storytelling is reflected through content that tells the stories of people’s lives from around the world and represents all genders, races, sexual orientations and economic backgrounds. There is great responsibility in portraying these stories to consumers, dictating conversations and determining perception.

Read the full article here.