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Orlando Beakbane, Principal Customer Success Manager, Enterprise at Braze, highlights how creativity, powered by AI, automation, and data storytelling, is becoming the key differentiator for brands in a world of lookalike marketing.
Technology alone doesn’t set brands apart. It’s how creatively brands use it that makes the difference. The real advantage lies in blending data, storytelling, and imagination to design campaigns that feel less like transactions and more like genuine connections, proving creativity is the strongest driver of performance.
“Creativity becomes your unfair advantage. Now, what do we mean by creativity is your unfair advantage? It means better tech for better creativity and not better tech for tech’s sake. And what we wanna be thinking about with this is how do we break out of that in order to be able to create creative campaigns with technology,” said Orlando Beakbane, Principal Customer Success Manager, Enterprise, Braze.
Orlando took the stage at Vibe Marketing Tech Fest, Dubai 2025, to share how brands can balance performance with brand building, tell better stories with data, and design campaigns that move beyond transactions into moments of connection.
Three things Martechvibe learned from his talk;
Finding the Melting Point Between Brand and Performance
Short-term sales activations and long-term brand building shouldn’t compete. They should complement each other. By balancing CRM tactics with brand campaigns, marketers can drive immediate transactions while building equity that strengthens customer loyalty over time.
Data Storytelling Builds Customer Trust
Customers ask one thing: Does sharing data improve my experience? Brands that answer “yes” create meaningful value exchanges. Moving from transactional efficiency to belonging, data storytelling transforms raw signals into proof that deepens relationships and fosters community.
Creative Campaigns Drive outsized ROI
Examples like year-in-review activations show how playful, personalised content reduces churn, drives upgrades, and earns organic reach. By blending creativity with data, brands unlock campaigns that win awards, trend online, and prove marketing’s value to both CFOs and CMOs.
Watch the full video here.
