MSPC content director Amy Goran provides creative direction and strategic oversight using more than 10 years’ experience as a journalist, copywriter, content strategist and creative director.
At a time when consumers expect more from their favorite brands than simply goods and services, Amy believes that powerful storytelling is the cornerstone of building a deeper connection.
Amy’s experience in B2C, B2B and media has taught her that, while KPIs are different, the method of getting there is always the same: make an emotional connection. She loves tackling tough messages, and won awards from Adfed of Minnesota and The Drum for her work on a campaign to spread awareness of gender inequality in the advertising industry.
In today’s edition of 5 Questions we get to learn more about Amy:
Tell us about your role in one sentence.
I help interesting people tell really interesting stories for our clients so they can build deeper connections with their audiences.
Who/what inspires you and your work?
Any addictive, entertaining, ultimately useless content that exists on the internet. Because every time I get sucked in by a hilarious cat video, I think, “The work we create has to be better than this.” Otherwise, we’ll never earn our audience’s eyeballs. So that’s my daily mantra: Be better than internet cat videos. A tough challenge, indeed.
What is most rewarding about your job; what makes it all worthwhile?
Being able to find a story and tell it well is a gift and a skill. I’m grateful to get to hone that skill every day with colleagues who are the best at what they do.
How did you end up here?
I meandered my way here. I started making magazines out of construction paper when I was 7 (my little brother was my only subscriber). Then I worked in magazines, did PR, moved to Paris, did internal communications, ran a nonprofit, worked in advertising and—finally—have found my way home. Only I don’t use construction paper anymore.
What’s a cause that you are passionate about and why?
Staying politically engaged. My grandmother taught me a long time ago that it’s your civic duty to be involved, regardless of your political affiliation. And even though it’s tiring, often repetitive and sometimes fruitless, it’s the one power we should never cede.
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