Virtually all purchasing decision is based on strong emotional elements, all we need is interesting storytelling – this is the basic concept of Finnish creative mastermind, Eka Ruola. He accepted the invitation of MOME Open and gave a creative masterclass in Budapest a few weeks ago. This is where we were able to meet him.
As I understood the message of your masterclass, you argued that every consumer decision is fundamentally emotional. Many people find this counterintuitive, especially those who believe humans make mostly rational choices. Where is the scientific and/or professional evidence for this thought?
I strongly believe in Daniel Kahneman’s System 1 and System 2 model, which shows that approximately 95% of our decisions happen in System 1 – fast, emotional and automatic. System 2, which is slow, rational and conscious, most often acts afterwards by rationalizing the decision already made by System 1.
When everything is in place with a brand and product – for example, when the product has been developed with genuine customer insight at its core – the next crucial step is to commercialize it through emotional storytelling.
If all decisions are emotional, why do most corporate brands still lack good corporate storytelling and communicate through data, bullet points and rational arguments?
Many companies are simply not willing to invest in high-quality creative storytelling, even though it is one of the most practical strategies for long-term brand growth – and the world is full of proof that it works.
Creativity is still perceived as an abstract leap of faith, despite its effectiveness being demonstrated time and again. You first need to inspire your audience. Only then do you truly earn the permission to speak more – and to introduce facts, data and rational arguments.
The B2B sector tends to stick to a “facts and figures” approach. You say B2B doesn’t stand for “boring to boring.” Can you share a moment – or a specific campaign – where you first saw B2B communication land emotionally?
The best B2B brands in the world have always been highly creative in their communication. IBM’s Solutions for a Small Planet brand promise led to campaigns that were deeply human while simultaneously positioning the company in a powerful and credible way.
Similarly, GE’s Imagination at Work has functioned as a strong emotional umbrella, proving that even highly complex and technical businesses benefit enormously from emotional communication.
We understand you have also worked on communications in politics. How different is it to craft emotionally driven messages for a political actor versus a commercial brand or corporation?
At the end of the day, the underlying principles are remarkably similar. In both cases, you aim to build awareness and preference. The key is deep audience understanding.
The “product” – whether it’s a brand or a political agenda – must ultimately deliver on the promise. Political communication naturally requires a clearer integration of rational arguments, but it will never be effective without an emotional layer.
What is the one concrete thing a marketing director or a communications professional can do differently after walking out of your masterclass?
Develop a strong passion for becoming truly customer-oriented – and have the courage to be the most creative brand within your business category.
You’ve written a book, The New 4 P’s of Marketing. If you had to summarize it in one short paragraph: what makes these P’s “new” compared to McCarthy’s original model?
The original model is fundamentally rational – and brilliantly so. My framework is an emotional expansion of it. It places the customer, creativity and purpose-driven storytelling at the center, fueled by genuine passion throughout everything you do.
Eka Ruola
Chief Creative Officer and Chairman of Finnish Nitro Group. Eka Ruola is one of the most awarded Finnish creative directors – both on the national and international level. His work has been awarded in all the major award shows including Cannes Lions, Clio Awards, The Effie’s and The Golden Drum. He is also a frequent jury member and speaker in the industry events around the world.
In 2015 Ruola was awarded with The Internationalist’s Agency Innovator Award in New York. In 2021 Ruola was awarded with the Platinum Award by Grafia in Finland, which is the most prestigious lifetime achievement award in the country for exceptional work within the creative industry. In 2024 Golden Drum festival introduced Ruola as the new member in their Hall of Fame.
Eka is known for his long tenure at the helm of hasan & partners group, a 30-yearold creative powerhouse in the Nordics. He left the agency in 2020 and bought the majority share of a Finnish hybrid agency Nitro Group and returned to the creative business arena in April 2021. Recently Eka also wrote his first marketing book, The New 4 P’s of Marketing, which was published by Alma Talent in May 2021.
