Marketing strategy, creative strategy, and bold advertising: Hattie Matthews explains how to build braver, more effective campaigns without the fear of risk. The Confidence Gap can be a silent killer in modern marketing. Caught between tight budgets, short-term pressures, and complex stakeholders, it's easy to default to safe, forgettable "digital beige." Hattie Matthews will share her framework for building a Confidence Engine - using an intentional mix of GenAI, rapid prototyping, and neuroscience to validate brave, emotionally driven work before committing media spend. The session will cover how to minimise risk, bypass algorithmic bias, and build the evidence to get bold creative signed off by senior leadership. Hattie co-founded Uncharted, a global creative agency built for the future, bringing together human creativity and technology to give brands the confidence to set out without fear. An experienced leader in marketing, growth, and innovation, she was formerly managing partner at Karmarama, growth lead at Accenture and Non-Executive Director to HealthTech Start-Up of the Year, eargym. She is an active supporter and former trustee of The White Ribbon Alliance, advocating for women's healthcare in developing countries. She is also an active member of WACL, helping drive gender equality in the marketing and communications industry. 00:00 — Introduction 03:22 — Why marketing feels so beige 07:16 — Seeking out human emotion 11:43 — Avoiding algorithmic bias 14:20 — Rapid prototyping with AI 17:31 — Pre-testing and derisking ideas 20:53 — Navigating the boardroom 28:28 — Q&A begins 54:08 — Performance vs ideas debate If you enjoyed this, please like and subscribe - it genuinely helps us reach more marketers like you. Join 35,000+ marketers getting our weekly newsletter (it's freeeeee): https://themarketingmeetup.com Listen on Apple Podcasts: https://podcasts.apple.com/us/podcast/marketing-meetup-podcast/id1365546447 Listen on Spotify: https://open.spotify.com/show/5QvmFdxg5pMwsfPkKjhXl9 The Marketing Meetup thrives for many reasons, but one of the crucial reasons we're able to do what we do is because we have the support of some incredible individuals from some equally inspiring companies. Below is the list of our partners in crime: our amigos. All we have to say is a big, massive, thank you. Cambridge Marketing College + Frontify + Planable + Mailchimp + Wistia + Prismic + Canva