Igniting Content and Context: A Discussion with Hyatt

A creator campaign brief should tell a team what it needs to learn before it spends the next part of its budget. That sounds straightforward. Yet a list of videos, posting dates and preferred formats can leave the most consequential question unanswered: what decision will this work help us make?

Seasonal advertising tends to converge on the same safe, predictable formula within each category, so brands that follow it blend into the noise they’re paying to cut through.

In this episode of Wellness, Work & Wellbeing, we’re joined by Jaime Lyons, SVP of Engagement Strategy at Mighty Union, to discuss why hospital websites need to evolve beyond traditional marketing platforms.