Communications Campaigns that Connect: The Power of Human Values

Donna Grove
Executive Director, Brand & Consumer Marketing
Paper & Packaging Board

This dynamic roundtable brings together top marketing leaders to explore how human values research drives impactful communications campaigns. Panelists from the Las Vegas Convention and Visitors Authority, the CFP Board, and the Paper and Packaging Board share real-world case studies, revealing how their organizations leveraged deep audience insights to create campaigns that connect emotionally and deliver measurable business results.

Key topics include:

• The power of values-based messaging to differentiate brands and inspire action.
• How Las Vegas repositioned its meetings and conventions business by embracing its unique energy and excitement.
• The CFP Board’s “It’s Gotta Be a CFP” campaign, which uses humor and trust to elevate financial planning.
• The Paper and Packaging Board’s journey to breakthrough creative, focusing on accomplishment, safety, and sustainability.
• Practical lessons on omnichannel strategy, stakeholder alignment, and the critical role of research in campaign success.