How Finisterre Uses a Brand Muse to Guide Creative Strategy

In this episode, Bronwen Foster-Butler, CMO at Finisterre, breaks down how the brand is growing without compromising its identity. We talk about their North American expansion, the tension between polished production and platform-native content, and why user-generated stories often outperform high-budget ads. Bronwen also shares how Finisterre uses a fictional “brand muse” to guide creative decisions, what they’ve learned about emotional storytelling in a data-driven world, and where she thinks AI fits (and doesn’t) in outdoor marketing.

About:

This podcast is produced by Port Side, a creative production studio. We help brands that move, create strategy-led, emotionally charged video campaigns

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