From Insights to Impact: How Research Fuels Stories That Build Brands

Great brands start with insight—and come alive through story.

Join Jeff McCarthy (CMO of the Year, Bank Five Nine), Kelli Betsinger (Decision Point), and Dave & Michael Neelsen (StoryFirst Media Group) as they show how research fuels storytelling to drive strategy, inspire action, and build lasting connections.

Date: Tuesday, October 7, 2025

Time: 4:00 PM-5:30 PM

Place: Goodman Community Center

Evjue Room, Ironworks Building

149 Waubesa St. Madison, Wisconsin 53704

The most powerful stories start with insight—and the proof is in practice. Together, Jeff, Kelli, Dave, and Michael will show how research and storytelling combine to transform strategy into stories, and stories into action.

Register today!

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Jeff McCarthy

Senior VP & Marketing Director, Bank Five Nine

Jeff McCarthy, 2023 Milwaukee Business Journal CMO of the Year and 2021 BizTimes Milwaukee Notable Marketing Executive, brings the client perspective on turning research into action. As a brand builder and connection maker, Jeff leads an award-winning marketing team at Bank Five Nine, managing everything from strategic planning and advertising to PR, social media, charitable giving, and events. With extensive experience in financial services, healthcare, and other B2B and consumer categories, Jeff demonstrates how insights translate into strategies that build strong brands and lasting customer connections.

Kelli Betsinger

Research & Branding Consultant, Decision Point

Kelli Betsinger, Research & Branding Consultant at Decision Point, helps organizations uncover growth and fuel business opportunities by putting research first. With experience spanning Fortune 500 CPGs (primarily food and durable goods), Banking and Fintech, Healthcare, Higher Education, and B2B organizations—and leadership of medical research projects for UCSF, Johns Hopkins, and the Naval Health Research Center—Kelli blends data and creativity to help brands innovate, solve challenges, and turn insights into impact.

Dave Neelsen and Michael Neelsen

Co-founders , StoryFirst Media Group

Dave and Michael Neelsen, co-founders of StoryFirst Media Group, transform those insights into stories that resonate. They’ve partnered with organizations including Robert W. Baird, UW Health, University of Chicago, Nordic Global Health, the Dairy Farmers of Wisconsin, and Jeff’s team at Bank Five Nine—showing how the art and science of storytelling can drive brand action. Their storytelling expertise extends to acclaimed documentaries like Last Day at Lambeau, String Theory: The Richard Davis Method, and Beyond Human Nature, with new feature projects currently in development.

Spoken Frame Media

Host or Publisher AMA Madison