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Business of Marketing · July 29 · 31 min

Victoria Usher CEO at GingerMay live at Cannes Lions

Victoria Usher, CEO and Founder of GingerMay, joins The Business of Marketing to explore why great communications still come down to one thing: understanding people. Recorded live at Cannes Lions 2026, Victoria explains why AI is creating more content but not necessarily better communication, why too many brands mistake noise for storytelling, and how authentic leadership, thoughtful PR and strong executive profiling are becoming essential in the age of generative search. In this episode: Why AI is producing "froth" instead of original thinking. The difference between broadcasting and genuine storytelling. How CEOs can build trust by becoming better storytellers. Why PR is becoming a critical part of GEO (Generative Engine Optimisation). The advice Victoria would give anyone starting a career in marketing today. A practical conversation about communications, reputation and why human insight remains your greatest competitive advantage.

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Victoria Usher, CEO and Founder of GingerMay, joins The Business of Marketing to explore why great communications still come down to one thing: understanding people.

Recorded live at Cannes Lions 2026, Victoria explains why AI is creating more content but not necessarily better communication, why too many brands mistake noise for storytelling, and how authentic leadership, thoughtful PR and strong executive profiling are becoming essential in the age of generative search.

In this episode:

  • Why AI is producing "froth" instead of original thinking.
  • The difference between broadcasting and genuine storytelling.
  • How CEOs can build trust by becoming better storytellers.
  • Why PR is becoming a critical part of GEO (Generative Engine Optimisation).
  • The advice Victoria would give anyone starting a career in marketing today.

A practical conversation about communications, reputation and why human insight remains your greatest competitive advantage.

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