For Media Marketing, interview conducted by Lenja Faraguna, in the interview series: “Marketers of the Future”.
In a time when communication increasingly tries to capture attention through volume, speed, and pressure for results, empathy is rarely mentioned as one of the key marketing skills. And yet, campaigns that truly build relationships rather than just generate clicks are often rooted precisely in understanding people, their fears, insecurities, desires, and real needs.
Empathy in marketing is no longer just a “soft skill,” but a tool that directly shapes how brands communicate, build trust, and develop long-term relationships with audiences. Especially in performance marketing, where results are measured precisely and constantly, understanding people has become just as important as understanding data.
In a new conversation from the interview series “Marketers of the Future,” the CEO of a performance marketing agency speaks about empathy as the foundation of good leadership, the difference between manipulation and genuine understanding of consumers, psychological safety within teams, and why marketing without empathy may still sell a product today, but struggles to build trust.
How do you understand and use empathy in your work as the CEO of a performance marketing agency?
I understand empathy as a key ingredient of good leadership and good marketing. As a CEO, I primarily use it by listening. I do not assume that I know what someone thinks or feels. I always try to create a space where people can say things, sometimes even the things that are not easy to hear.
To me, empathy seems like a brave ability to be present when things are good and when things are difficult. With as few personal projections and as little avoidance as possible.
How does empathy influence the creation of campaigns?
Empathy is the foundation for understanding the customer. Without it, we create marketing from ourselves, not for them. When you truly understand how someone feels, what troubles them, and what they want, you can create a campaign that has an impact.
In practice, empathy also means knowing how to ask the right questions. That way, in communication, you do not immediately jump into “sales mode.” Instead, you create a bridge between the brand and the customer and build a lasting relationship and trust with them.
Do you think good content without empathy is still even possible? Why (not)?
You can write a good text without empathy. But it will not create a relationship with the person reading it. Empathy in content means being connected to another person’s reality. It means being able to capture in a few words something they feel but perhaps cannot describe themselves.
What happens when clients want “hard-sell marketing”? How do you help them recognize the power of empathy rather than manipulation?
This is quite a common occurrence, usually arising from fear. In such cases, we try to explain to the client the power of branding and relationships, which are essential for the sustainable development of a brand. In these situations, it is important to explain that we first need to show the customer that we understand them. Of course, that is better in the long term than an immediate click.
Empathy is not the opposite of efficiency. In reality, it is its prerequisite.
How do you choose the language and tone of voice, and how do you make sure you are truly speaking to a person and not just to a target group?
First, we do research. The key questions are: who is our customer, how do they think, what are they afraid of?
Once you know and understand that, you can write in a voice that is not “sales-oriented” but human. And even afterward, we continue to test and listen to responses, adapt, and optimize.
Do you have an example of a campaign where empathy made the biggest difference?
I remember a campaign for adult education that was originally designed in a more product-oriented way. But when we observed the market, we saw that what hurt people most was the feeling of falling behind and having “unfinished debts.” We shifted the communication focus toward that emotional aspect and sparked open conversations, not just sales. After that, the campaign exceeded the set KPIs.
How do you treat empathy within your team (and in relationships with clients)? Do you have any internal rituals, reflections, or conversations that you also “practice” with clients?
We have quite a few such rituals. Twice a month, for example, we have a “retrospective.” The entire company joins a Zoom call where we write down everything that is on our minds in a Miro board. (What went wrong in recent weeks, what went well, who we would praise …) Later, we discuss the written content and resolve any issues that were highlighted.
Another similar thing is our monthly all-hands meeting, which is not just a status update but also a space for connection and discussion.
I also meet one-on-one with every individual team member once a month, and that creates a space where everyone can express themselves and comment if there is anything on their mind or if they have any suggestions for improvements.
Personally, I believe that psychological safety is one of the most important ingredients of an effective marketing team, which is why many of our activities and meetings are directed toward that goal. To nurture a sense of psychological safety and the ability to listen to one another with empathy.
The relationships we nurture within our teams automatically transfer into our relationships with clients as well. It is extremely important for us to understand the client on the other side, truly hear them, and collaborate with them proactively and with mutual respect.
Where do you see the biggest challenges regarding empathy in the agency world? And where do you see the biggest opportunities?
The challenge is speed. Agencies are often under pressure from results and time constraints, which sometimes puts empathetic communication to the test.
I see the opportunity in using empathy to separate average from exceptional. To become partners to our clients rather than just executors.
What is something you were convinced about five years ago regarding empathy (in marketing and leadership), but today you know you were wrong about?
Hm… I really had to think about this one… :)
Maybe I used to think empathy was more of a trait than a skill. Today, I know that in this fast, capitalist-oriented world, empathy does not come naturally, but is something we have to learn and nurture within ourselves.
I also used to assume more quickly that I knew what someone thought and how they felt. Today, I ask more questions.
