According to Jef I. Richards, “Creative without strategy is called ‘art.’ Creative with strategy is called ‘advertising.'” Compelling content and creative is only possible when it’s born out of strategy and insights. This session will examine how Pinterest, through the platform’s Workbench program, synthesizes platform insights, user interests + behavior, and brand + product values to build compelling content strategies for brands to achieve their business goals. After this session you’ll be able to: Better understand the role of user behavior and interests when creating content strategies Leverage platform insights to unlock lighthouse creative ideas Build a content strategy for your brand utilizing Pinterest’s Workbench content framework See how other Fortune 500 brands are leveraging Workbench to create compelling creative, inform merchandising and impact offline marketing