Dani Dufresne is an Emmy Award-winning executive producer and the Founder of The Auxiliary Co, which provides executive production, consulting, and creative project management for top agencies and brands. With over two decades of experience spanning broadcast, digital, experiential, and branded content, she has led high-impact campaigns for major brands, including Nike, Apple, Google, and Sephora. Dani also serves as an agency leadership consultant, helping creative agencies navigate growth, sales, and operations.

Many brands struggle to create content that truly connects, let alone converts. In a fragmented digital landscape dominated by short-term thinking and data overload, creative work is often diluted, reactive, and forgettable. How can marketers craft branded content that captures attention, earns trust, and builds a lasting community?

Emmy Award-winning executive producer Dani Dufresne urges brands to stop chasing trends and start building deeper relationships through clear, bold, and emotionally resonant storytelling. Integrating media strategy earlier in the process and investing in long-term thinking can dramatically improve creative outcomes. Dani emphasizes thoughtful execution, creative bravery, and audience empathy as the keys to developing a sustainable, long-term creative strategy.

In this week’s episode of the Up Arrow Podcast, William Harris chats with Dani Dufresne, Founder and Executive Producer of The Auxiliary Co, about how to produce branded content that converts. Dani shares how misaligned incentives break creative, why building slow beats burning fast, and what brands can learn from influencers and legacy agencies.