{"id":9833,"date":"2025-12-01T01:42:30","date_gmt":"2025-12-01T06:42:30","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/01\/your-product-isnt-the-story-your-consumer-is\/"},"modified":"2025-11-30T11:45:20","modified_gmt":"2025-11-30T16:45:20","slug":"your-product-isnt-the-story-your-consumer-is","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/","title":{"rendered":"Your Product Isn\u2019t the Story, Your Consumer Is"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Dani Thomson, Creative Director at <a href=\"https:\/\/www.gh05t.com\/\">GH05T<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When you create a product, you start with the consumer (or at the very least, a consumer need).<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Social content should be no different.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When brands start with the product, they\u2019re thinking like advertisers. When they start with the consumer &#8211; their needs, motivations, emotions, or even pain points &#8211; they\u2019re thinking like storytellers, like community builders, like a brand that means something to me.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Too often, brands lead with a vanity-driven \u201cHere\u2019s our product, you should like it\u201d message on social and wonder why it falls flat.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The real challenge is shifting from vanity to value &#8211; from self-promotion to serving real human needs. When you start with those needs, the product naturally becomes the answer, not the headline. It transforms from something to be sold into something that solves.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And that shift, from product-first, to people first, is where most briefs struggle.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The problem with product-first thinking<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">What brands think their audiences want and what people actually need are rarely the same thing. The gap between the two is where most creative falls flat.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Reframing briefs around <a href=\"https:\/\/sproutsocial.com\/insights\/the-state-of-social-media\/\">emotion, behaviour, and cultural context<\/a> unlocks work that lands, especially on social. People don\u2019t open Instagram or TikTok to be sold to; they open them to connect, to laugh, to discover something new. Commerce happens, but it\u2019s a by-product of relevance, not the reason they\u2019re there.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When brands lead with product features, they interrupt the scroll instead of joining the conversation. Attention on social isn\u2019t taken, it\u2019s earned through empathy and insight.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s easy to default to product. It feels safe, measurable, justifiable. But audiences seldom care. You don\u2019t earn connection by shouting louder about your product. You earn it by making it matter.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The best campaigns know when to step back. They take the product out of the spotlight just long enough to show how it fits into real life, creating space for emotion, relevance, and cultural truth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because the truth is: demand creates products. Not the other way around.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to Flip the Brief<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Every product exists to solve a need. But somewhere between research, strategy and rollout, that need often gets lost.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Start with a simple question: What problem are people really trying to solve and what emotion sits underneath it? If you can answer that, you\u2019ll find a place naturally. You won\u2019t have to sell it; it will simply make sense.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take HSBC\u2019s Global Money social campaign. It didn\u2019t start with exchange rates or transfer fees, it started with the feeling of being on holiday. Within that emotion, the product earned relevance. And whilst I can\u2019t divulge the exact data, I\u2019m telling you now we increased consideration in a way impossible with product-first ads.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And this thinking isn\u2019t limited to social. The same principle applies wherever people meet your brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take IKEA\u2019s Brighton launch: a drawer unit covered in bird poo. Funny, local, and instantly relatable. The product was there, but the story &#8211; belonging to a community &#8211; came first.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Tesco\u2019s recent Back to School campaign does this beautifully. It taps into the emotion of parenting &#8211; showing how their products evolve alongside the moments that shape family life. It\u2019s not about what they sell, but what they see: the joy, the nostalgia and tenderness in everyday growth.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The sharpest briefs don\u2019t start with what we\u2019re selling, they start with what people feel<em>.<\/em> If your brief can articulate the human need before the product benefit, you\u2019re already halfway to meaning.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The idea is simple. The execution isn\u2019t.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>So what can we do? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Start saying no, to vanity, to product-first thinking and briefs with no heart.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Tell your product team you\u2019ll take it from here.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Look your stakeholder straight in the eye and tell them they\u2019re wrong &#8211; because you know the audience better. That\u2019s not arrogance, that\u2019s creative leadership and what putting people first really means.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And yes, it\u2019s hard. You\u2019ll get pushback. You\u2019ll have to pick your battles. But it\u2019s worth it. Because meaning endures long after the metrics fade.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s what consumer-first creativity is really about.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Start saying no, to vanity, to product-first thinking and briefs with no heart. Tell your product team you\u2019ll take it from here.<\/p>\n","protected":false},"author":7,"featured_media":9834,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9833","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Your Product Isn\u2019t the Story, Your Consumer Is | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your Product Isn\u2019t the Story, Your Consumer Is\" \/>\n<meta property=\"og:description\" content=\"Start saying no, to vanity, to product-first thinking and briefs with no heart. Tell your product team you\u2019ll take it from here.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-01T06:42:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Your Product Isn\u2019t the Story, Your Consumer Is\",\"datePublished\":\"2025-12-01T06:42:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/\"},\"wordCount\":722,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/11\\\/yourproductisntthestory.jpg\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/\",\"name\":\"Your Product Isn\u2019t the Story, Your Consumer Is | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/11\\\/yourproductisntthestory.jpg\",\"datePublished\":\"2025-12-01T06:42:30+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/11\\\/yourproductisntthestory.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2025\\\/11\\\/yourproductisntthestory.jpg\",\"width\":1600,\"height\":900},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/your-product-isnt-the-story-your-consumer-is\\\/9833\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Your Product Isn\u2019t the Story, Your Consumer Is\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Your Product Isn\u2019t the Story, Your Consumer Is | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/","og_locale":"en_US","og_type":"article","og_title":"Your Product Isn\u2019t the Story, Your Consumer Is","og_description":"Start saying no, to vanity, to product-first thinking and briefs with no heart. Tell your product team you\u2019ll take it from here.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/","og_site_name":"AW360","article_published_time":"2025-12-01T06:42:30+00:00","og_image":[{"width":1600,"height":900,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Your Product Isn\u2019t the Story, Your Consumer Is","datePublished":"2025-12-01T06:42:30+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/"},"wordCount":722,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg","keywords":["Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/","name":"Your Product Isn\u2019t the Story, Your Consumer Is | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg","datePublished":"2025-12-01T06:42:30+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/11\/yourproductisntthestory.jpg","width":1600,"height":900},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/your-product-isnt-the-story-your-consumer-is\/9833\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Your Product Isn\u2019t the Story, Your Consumer Is"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9833","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=9833"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9833\/revisions"}],"predecessor-version":[{"id":17061,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/9833\/revisions\/17061"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/9834"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=9833"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=9833"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=9833"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=9833"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}