Mumbrella360: Advertising With Empathy – How Publishers and Advertisers Can Regain the Trust of Consumers

In the wrap up of Mumbrella360 on June 7-9, we revisit the highlights of the successful event.

In this session, Joy Robins, vice president of advertising and strategy at Quartz, explains how brands can design ads that consumers will go out of their way to watch.

Joy Robins Presentation 2

With a series of case studies and exclusive insight into the development of Quartz, Robins breaks down why consumers dislike online ads, why ignorance is an entrepreneur’s best asset, and how developing ads side-by-side editorial will keep consumers engaged.

Joy Robins Presentation 3

The presentation gives a framework for preparing your advertisements, how to question assumptions, reframe the problem and make bets on the future.

The session also looks at the value of empathy and how it can be applied to consumers to build engagement and trust.


  • 0:33 Why digital advertising has become harder to defend
  • 2:00 How and why Quartz launched
  • 3:35 Four big trends currently defining the reality of advertising
  • 6:10 How advertisers lost customer interest
  • 7:56 How advertisers can resolve current challenges – The future of advertising and mobile
  • 9:30 The three step framework to creating preparedness
  • 16:30 Slack: a case study in reframing
  • 18:11 The concept of human-to-human marketing
  • 21:50 How Quartz applies the framework
  • 24:38 Audience questions

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.