From Trends to Trust: Connecting with Audiences in 2025

Presented by:
Erin Sarro - Two Tango Collaborative, Executive Creative Director
Jeff Wilson - Padilla, Vice President of Social Impact
Emily Krause - Amped Up Marketing, Founder & Chief Marketing Strategist

Moderated by:
AMA Richmond

We’ll explore how AI is changing the game for personalized campaigns, while also tackling the ethical side of it. Plus, we’ll talk about how authentic storytelling and bold digital culture are helping brands break through the noise and connect with today’s audiences.

From the rise of interactive content and sustainability to real-time crisis management, we’ve got you covered. And we’ll show you how breaking down silos can align your marketing with your business goals and help you clearly demonstrate your value to consumers.

Don’t miss out on the chance to future-proof your marketing and stay ahead of the curve!

Expect the panel to touch on topics like:

• AI and Data-Driven Marketing: AI tools enable hyper-personalized campaigns, streamline workflows, and improve ROI, but ethical use is key to maintaining trust.
• Authentic Storytelling: Culturally aware and emotionally resonant storytelling builds trust and counters the noise of generic AI content.
• Absurd Digital Culture: Bold, humorous campaigns resonate with younger audiences but require authenticity and timing to succeed.
• Sustainability and Ethics: Transparency and measurable ESG commitments are critical to connecting with socially conscious consumers and avoiding greenwashing.
• Short-Form and Interactive Content: Bite-sized videos, immersive experiences, and gamified content dominate consumer attention and engagement.
• Crisis Management: Real-time analytics and AI-driven tools are essential for early crisis detection and protecting brand reputation.
• Collaboration Across Silos: Breaking down internal silos aligns marketing with business objectives, enhancing campaign impact and ROI.
• Redefining Value: Focus on clearly demonstrating your value to audiences instead of reinventing offerings, ensuring stronger connections and relevance.

About our Presenters:

Emily Krause is a seasoned marketing strategist with over 25 years of experience dedicated to developing authentic brands and driving growth. Her collaborative approach paired with a commitment to hard work and transparency have consistently delivered impactful marketing programs that set new standards for the organizations she has served.

Emily shares her insights nationally on various topics, including social media, brand strategy, and organizational change. She also finds fulfillment in mentoring emerging marketing professionals. As a professional coach, she offers professional mentorship, career coaching, and executive coaching to individuals looking to evolve their careers.

Jeff Wilson is one of the leaders of Padilla’s Richmond Office and is a key member of the agency’s Corporate Strategic Advisory Practice, which provides counsel and strategic communications support on a range of corporate issues including employee engagement, investor relations, community relations and thought leadership. Within the Practice, Jeff leads the Social Impact Consultancy, a team that specializes in diversity, equity + inclusion (DEI) communications, community engagement, corporate social responsibility (CSR), and environmental sustainability.

He is active in community and industry organizations, serving as vice chair of the board of directors for the Visual Arts Center of Richmond and previously served on the national board for the Public Relations Society of America (PRSA) and well as serving as president of PRSA Richmond. He earned a bachelor’s degree in journalism from the University of South Carolina and a master’s degree in communications from the University of Georgia.

Erin Sarro has been leading creative teams and shaping brand visions, including the Two Tango rebrand, for over 15 years. A writer by trade, she has crafted powerful brand voices for clients such as Papa John’s Pizza, Toyota, Puerto Rico, The International Spy Museum, and Mally Beauty. Her award-winning campaigns have included mailing a tarantula, making Robert De Niro laugh, and eating far too many pepperoni-stuffed crust pizzas.

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