Adspeak

What if CPG brands could measure the true impact of digital promotions in real time, rather than relying on sales figures that may not tell the whole story? The answer starts with incrementality, not ROAS.

In this episode of Adspeak by ADWEEK, host Bryan Leach, Founder and CEO at Ibotta, sits down with Benoit Vatere, Chief Media & Digital Commerce Officer at Liquid Death, to explore how performance marketing principles are transforming promotional ROI. Recorded live at BrandWeek, the conversation examines how brands can bring greater accountability to retail media and in-store promotions through real-time data, matched-audience testing, and more rigorous measurement.

The discussion unpacks why conventional ROAS can overstate promotional effectiveness, how to identify genuinely incremental sales, and why third-party verification matters. Benoit also shares insights into optimizing promotional spend across retail channels, reducing customer churn, growing household penetration, and reallocating budgets based on emerging sales signals rather than quarterly recaps.

What You Will Learn:

• Why incrementality provides a clearer picture of promotional performance than ROAS alone
• How matched-audience testing identifies genuinely incremental sales
• How cost per incremental dollar helps protect margins
• Why churn reduction can improve household penetration
• How real-time measurement enables smarter budget allocation
• Why independent verification builds trust in retail media results

About the Host and Guest:

Bryan Leach is the Founder and CEO of Ibotta (NYSE: IBTA), a leading performance marketing platform delivering digital promotions to over 200 million consumers. Under his leadership, Ibotta’s app has surpassed 50 million downloads and powers digital offer programs for major brands, including Walmart, DoorDash, and Instacart. In 2024, he led Ibotta through the largest tech IPO in Colorado history. A frequent commentator on AI and CPG performance marketing, Bryan previously practiced law at Bartlit Beck LLP and clerked for U.S. Supreme Court Justice David Souter.

Benoit Vatere is the Chief Media & Digital Commerce Officer at Liquid Death and is known for his expertise in performance marketing and digital promotions within the CPG industry. With a background in digital-first brand building, he has pioneered innovative approaches to measuring incremental sales and ROI in retail environments.

Host and Guest Resources:

• Benoit Vatere on LinkedIn
• Liquid Death Website
• Bryan Leach on LinkedIn
• Ibotta Website
• ADWEEK Website

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What makes a brand stand out in a crowded digital landscape, capture attention, and create campaigns that genuinely resonate? It starts with understanding culture, not chasing virality.

In this episode of Adspeak by ADWEEK, host Lauren Probyn Aouad, VP of Entertainment & Culture Marketing at UTA, sits down with Anthony Po, creator, performance artist, and co-founder of Pufferfish. Recorded live at Brand Week, the conversation explores how creators are redefining brand marketing, why authenticity matters more than strategy alone, and what it takes to turn cultural moments into meaningful audience connections.

The discussion examines why copying viral campaigns rarely works, how brands can recognize the “ick factor” that makes audiences disengage, and why marketers must earn attention before delivering their message. Anthony also shares insights on the growing business opportunities for creators, the importance of involving culturally immersed talent, and how testing content with engaged communities can help refine campaigns before launch.

For marketers looking to connect with digital-native audiences, the conversation offers a valuable reminder: genuine cultural understanding and creativity can accomplish far more than simply chasing the next viral moment.

What You Will Learn:

• Why copying a viral campaign's format (not its feeling) guarantees audience rejection and algorithmic punishment
• How to identify the "ick factor" that signals to digitally native audiences you're exploiting culture rather than participating in it
• The "earn the view first" principle with creating genuine attention
• Why hiring people who are actually immersed in culture is non-negotiable for authentic digital content
• How to decide whether a campaign should optimize for direct conversion versus long-term brand equity
• The value of pre-launching content to small, engaged fan communities for real-time feedback before a public release

About the Guest:

Anthony Po is the co-founder of Pufferfish, a media company specializing in creator-led brand activations and cultural storytelling. With a decade-long background as a content creator across Instagram, YouTube, and TikTok, including a tenure leading short-form creative at MrBeast, Anthony has mastered the art of building authentic connections with digitally native audiences through innovative, culture-first campaigns.

Host and Guest Resources:

• Anthony Po on LinkedIn
• Anthony Po Website
• Pufferfish Website
• ADWEEK Website

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What makes a fashion brand feel authentic, build lasting loyalty, and create campaigns that genuinely move culture? It starts with understanding people, not chasing trends.

In this episode of Adspeak by ADWEEK, host Lauren Finney Harden brings together three Global Fashion Marketing Leaders: Anne Cambria of Sephora, Elizabeth Money of BÉIS, and Fabiola Torres of Gap. Recorded live at Brand Week, the conversation explores how democratized style, emotional storytelling, and data-informed creativity are reshaping the way brands connect with consumers.

The discussion examines why brands must give communities a voice in shaping trends, how authentic relationships can turn campaigns into cultural moments, and why human stories often resonate more deeply than polished brand messaging. The guests also share how marketers can balance creative instinct with data, build meaningful customer connections in an AI-driven world, and use real-world experiences to strengthen brand loyalty.

For brands working with limited budgets, the conversation offers a valuable reminder: understanding your audience, delivering quality products, and staying true to your identity can be more powerful than chasing the next viral moment.

What You Will Learn:

• Why democratization of style means brands must let communities vote on trends, not dictate them
• How to engineer virality through emotional storytelling
• The "Data as Guardrails" Framework for blending gut instinct with analytics
• How to humanize a brand by putting employees, founders, and real customer stories front and center
• Why analog and in-person experiences still build stronger loyalty
• How small and challenger brands can compete without big budgets

About the Host and Guest:

Fabiola Torres is the Global CMO at Gap and is known for her expertise in building emotional brand connections through creative campaigns. With a background in bridging generational gaps through music, fashion, and style, she has spearheaded viral campaigns like the Cat's Eye collaboration that drove unprecedented engagement and business growth.

Elizabeth Money is the SVP of Brand & Creative at BEIS, bringing over 20 years of experience in the travel and fashion industries. Known for her human-centered approach to brand building, she has transformed BEIS from a DTC startup into a community-driven lifestyle brand by prioritizing authentic consumer connections over data-driven metrics. She also offers practical advice for challenger brands seeking to build genuine loyalty and market presence.

Anne Cambria is SVP of Brand, Retail, and Creative Marketing at Sephora, and she specializes in empowering self-expression through beauty and retail innovation. With a focus on inclusivity and community amplification, she has helped establish Sephora as a diverse beauty authority by centering client voices and experiences.

Lauren Finney Harden is the moderator and a veteran marketing journalist, bringing editorial expertise to discussions on brand strategy and cultural trends. Her perspective bridges the traditional publishing world with modern marketing practices, offering a unique lens on how brands now function as editors themselves in shaping consumer culture and style.

Host and Guest Resources:

• Anne Cambria on LinkedIn
• Sephora Website
• Elizabeth Money on LinkedIn
• BÉIS Website
• Fabiola Torres on LinkedIn
• GAP Website
• Lauren Finney Harden on LinkedIn
• ADWEEK Website

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What if reaching more people matters more than creating better ads? In this episode of Adspeak by ADWEEK, Angela Voss, CEO at Marketing Architects, and Dale Harrison, Chief Strategy and Innovation Officer at The Insight Collective, challenge conventional marketing wisdom and explore why broad, consistent reach is essential to driving market share growth.

Recorded live at BrandWeek, the conversation examines why hyper-targeting can cause marketers to overlook future customers, how brands can build recall before buyers enter the market, and why overcoming the constant force of forgetting requires sustained audience reach. Angela and Dale also explore how marketers can balance scale with cost efficiency across linear television and connected TV (CTV), using audience-first media buying and AI to reduce unnecessary costs. They discuss why no single measurement model can fully capture television's impact and how combining marketing mix modeling, attribution, and geographic holdout tests can provide a more complete picture of performance.

From smarter media allocation to long-term brand building, this episode offers practical insights into reaching more potential buyers, strengthening brand memory, and creating the conditions for sustainable growth.

What You Will Learn:

• Why 2x better creative can't beat 100x greater reach
• The "Surface Area of Effectiveness" framework for understanding how reach amplifies even small creative improvements
• Why brand awareness only has commercial value when buyers are in-market
• How to fight the constant, ongoing force of forgetting
• Why hyper-targeting is "agreeing to pay more to ignore your future customers"
• How to use AI-driven and audience-first media buying to cut CTV and linear TV costs
• Why no single measurement model can prove TV's value

About the Host and Guest:

Dale Harrison is Chief Strategy and Innovation Officer at The Insight Collective, bringing an unconventional blend of scientific rigor, technical expertise, and marketing experience. A former experimental physicist with research experience at Los Alamos and MIT, he has also worked across technology, biotech, finance, and executive management. Today, Dale combines hands-on campaign execution with a data-driven approach to marketing strategy. Drawing on his background in econometrics, mathematics, and AI, he develops rigorous experiments and sophisticated marketing models to help businesses understand what works, measure impact, and drive sustainable growth.

Angela Voss is CEO at Marketing Architects, an all-inclusive TV advertising agency specializing in linear and connected television. Drawing on her experience as a performance marketer, Angela champions greater accountability in TV advertising, making high-quality campaigns more accessible while challenging conventional approaches to audience targeting. She translates the evidence-based marketing principles of Byron Sharp and the Ehrenberg-Bass Institute into practical strategies that help brands expand their reach, build lasting brand awareness, and drive measurable growth.

Host and Guest Resources:

• Dale Harrison on LinkedIn
• The Insight Collective Website
• Angela Voss LinkedIn
• Marketing Architects Website
• ADWEEK Website

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What does it take to build a brand that stands out without getting caught in a race to the bottom? In this guest-only episode of Adspeak by ADWEEK, Paulie Dery, CMO at AG1, and Victoria Lozano, CMO at Crayola, share how brands can move beyond product benefits to create deeper consumer connections and lasting cultural relevance.

Recorded live at BrandWeek, the conversation explores how to protect premium positioning against cheaper alternatives by giving consumers something meaningful to believe in. Paulie and Victoria discuss building authentic communities, embedding products into existing routines to encourage daily habits, and reframing competition around broader battles for time, attention, and lifestyle choices. They also examine how marketers can balance immediate revenue goals with long-term brand investment, align growth targets with executive priorities, and approach AI in ways that strengthen consumer creativity and trust.

From AG1's challenger mindset to Crayola's enduring creative legacy, this episode offers practical lessons on turning brand purpose into everyday behavior, sustainable growth, and deeper consumer loyalty.

What You Will Learn:

• How to escape the "race to the bottom" by moving beyond feature-vs-feature comparisons
• Why giving consumers something to believe in matters more than listing product specs
• The "follow the tracks, don't create them" approach to building authentic community advocacy
• How to build daily consumer habits by embedding your product into routines people already have, rather than adding new to-dos
• The "magic number" framework for aligning growth targets with C-suite buy-in to fund brand investment
• Why marketers should pick bigger competitive battles—reframing rivals as time, attention, or lifestyle competitors rather than category copycats
• How to evaluate AI's role in your brand strategy by focusing on whether it enables consumer creativity and trust rather than replacing it

About the Guests:

Victoria Lozano is the Chief Marketing Officer at Crayola, a position she has held for over 16 years, where she has evolved the company from a product-focused manufacturer into a diversified creative ecosystem spanning products, experiences, and content. With deep expertise in brand building, category expansion, and consumer behavior, she has successfully elevated Crayola beyond functional product competition by redefining the brand's role in enabling daily creative habits across both children and adults.

Paulie Dery is the Chief Marketing Officer at AG1, where he leads marketing strategy for a category-defining greens and multivitamin brand. With previous experience building iconic brands at Yeti and Uber, he brings expertise in elevating products beyond functional competition and building authentic community-driven ecosystems.

Host and Guest Resources:

• Victoria Lozano on LinkedIn
• Crayola Website
• Paulie Dery LinkedIn
• AG1 Website
• ADWEEK Website

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The WNBA’s rapid rise from an overlooked league to a cultural and commercial powerhouse reflects more than just the growing popularity of women’s basketball. It signals a shift in how athletes build their brands, shape their narratives, and fight for the compensation and working conditions they deserve. Sustaining that momentum requires authentic storytelling, responsible media coverage, and a business model that allows players to share in the league’s success.

In this episode of Adspeak by ADWEEK, Mariah Rose, sports content creator, is joined by Lexie Brown, WNBA guard for the Seattle Storm, and together they explore the forces reshaping women’s basketball and the business of women’s sports. They discuss how social media and athlete-led content are transforming fan engagement, why collective bargaining negotiations are critical to fair compensation, and how offseason leagues are creating new opportunities for players.

They also examine the importance of health benefits, retirement security, and expanded roster spots, alongside the commercial potential of emerging markets. Throughout, they explain why authentic athlete storytelling and a growing fan base can help build a more sustainable future for women’s sports.

What You Will Learn:

• How athlete-led storytelling is transforming women’s sports marketing
• Why WNBA players want compensation tied to league revenue growth
• How social media gives athletes greater control over their personal brands
• Why rising stars can expand opportunities for the entire league
• How offseason leagues support player development and financial stability
• Why health benefits, pensions, and roster expansion matter to players
• How untapped markets offer new growth opportunities for women’s basketball

About the Guests:

Lexie Brown is a professional basketball player for the Seattle Storm in the WNBA. In her eighth season, she brings firsthand experience to conversations about athlete branding, media representation, and the business of women’s sports. Through authentic social media content, vlogs, and her podcast Full Circle, Brown has helped connect fans with women’s basketball. She is also an advocate for fair compensation, improved player benefits, and better working conditions.

Mariah Rose is a sports content creator and media personality specializing in women’s sports, particularly the WNBA. Through social media and her podcast Full Circle, she helps audiences understand the players, storylines, and business dynamics shaping women’s basketball. Rose is an advocate for authentic storytelling, stronger media representation, and greater visibility for female athletes. Her work explores how personal branding, fan engagement, and sponsorship opportunities are transforming the commercial landscape of women’s sports.

Host and Guest Resources:

• Lexie Brown on LinkedIn
• Mariah Rose on LinkedIn
• ADWEEK Website

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What does it take to reinvent a legacy brand without losing what made it iconic?

In this episode of Adspeak by ADWEEK, host Brittaney Keifer brings together four creative and marketing leaders to explore how established brands can move beyond outdated perceptions and build renewed cultural relevance. Amanda Earley, Jaime Robinson, Christy Hoskins, and Jessica Henrichs share lessons from rebranding La-Z-Boy and Brawny, including the importance of understanding a brand’s history, leaning into authentic strengths, and ensuring product innovation can support the promises made by a new identity.

The conversation examines how creative partnerships can unlock stronger ideas, why consumer and stakeholder involvement can help prevent backlash, and how social platforms provide a valuable space to test new directions before making bigger commitments. From evolving familiar brand characters to creating culturally relevant activations, the panel reveals how brands can make change feel natural rather than disruptive. For marketers navigating the challenges of refreshing a household name, this episode offers practical insights into balancing heritage, innovation, consumer trust, and creative risk.

What You Will Learn:

• How to reposition a brand stuck in nostalgia by mining your own history
• Why product innovation must precede any brand refresh
• The "lean into your strengths" principle: La-Z-Boy's breakthrough
• How to pressure-test beloved brand icons
• Why earned, culturally-tapped activations should precede a full rebrand
• How to future-proof against backlash by involving consumers
• Why social media is the lowest-risk place to test how a legacy mascot or character should evolve before committing to broader campaigns

About the Guests:

Amanda Earley is a brand and business leader who specializes in building brands, teams, and growth strategies through a combination of consumer insight, data-driven decision-making, and creative thinking. As Brand Director at Brawny, she has led product innovation, commercialization, marketing campaigns, and business revitalization. Known for bringing people together around bold ideas, Amanda combines strategic vision with hands-on cross-functional leadership.

Jaime Robinson is an Emmy-winning entrepreneur and creative leader whose work has earned nearly 40 Cannes Lions, including multiple Grand Prix and Golds. She is a Co-Founder and former CCO of JOAN Creative, where the agency was recognized as one of Fast Company’s Most Innovative Companies and earned Agency of the Year honors from Adweek and Campaign. A former ECD at Wieden+Kennedy New York and Pereira O’Dell, Jaime has also served on The One Club Board and as a Cannes and D&AD jury president.

Christy Hoskins is a transformational marketing leader, growth driver, and culture builder with more than 20 years of experience across market-leading CPG, consumer durables, and retail companies. Her expertise spans brand building, consumer-driven strategy, business planning, portfolio strategy, customer experience, innovation, P&L management, and advertising. Christy is passionate about leading with vision, building future-focused organizations, and developing strong, engaged teams grounded in purpose, continuous learning, and compassion.

Jessica Henrichs is CEO of DonerColle Partners, where she leads and helps brands navigate transformation, drive purposeful change, and accelerate growth. Since joining Colle McVoy in 2021, she has reshaped the agency’s model, invested in emerging capabilities, and built high-performing teams, earning recognition including the 2024 Adweek 50 and 2026 Campaign US Inspiring Women. Previously, Jessica spent more than a decade at Digitas, developing award-winning, data-powered creative strategies that earned over 100 honors, including a Cannes Lions Grand Prix for Data.

Host and Guest Resources:

• Amanda Earley on LinkedIn
• Jaime Robinson on LinkedIn
• Christy Hoskins on LinkedIn
• Jessica Henrichs on LinkedIn
• ADWEEK Website

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Legacy retail brands have something that newer brands can only dream of: decades of recognition, emotional connection, and cultural history. But turning that heritage into modern relevance requires more than nostalgia. It takes clear positioning, product reinvention, bold creative decisions, and a strong partnership between marketing and leadership.

In this episode of Adspeak by ADWEEK, Marisa Thalberg, Executive Vice President and Chief Customer and Marketing Officer at Catalyst Brands, sits down with Ken Ohashi, Brand CEO of Brooks Brothers and Eddie Bauer to explore the strategies behind transforming iconic retail brands. They discuss how to reposition struggling businesses, uncover new opportunities by listening to real customer behavior, and balance heritage with the need to evolve. Ken and Marisa also explore Eddie Bauer's shift from technical outdoor gear to a lifestyle brand, the role of cultural influencers, and why small, trusted teams can make better creative decisions. Throughout, they share lessons on building authentic brands that turn skeptical customers into loyal ones.

What You Will Learn:

• How to turn around a bankrupt heritage brand
• Why creative decisions should avoid "committee thinking"
• The "off the mountain" repositioning framework Eddie Bauer used
• How to find hidden brand momentum by mining real customer behavior
• Why talking "up to" middle-America consumers builds trust and authenticity
• How strategic star power can be used as a cultural amplifier
• The importance of building CEO-CMO trust early

About the Guests:

Marisa Thalberg is a globally recognized business strategist and brand-building innovator, known for inspiring teams to take brands to new heights of consumer resonance, cultural relevance, and business performance. A pioneer of digital, social, and eCommerce marketing, she has orchestrated blockbuster product launches, unexpected cultural moments, and moved with uncommon ease between industries like beauty and QSR, retail and CPG, brand and performance marketing, mass and prestige.

Ken Ohashi is Brand CEO of Brooks Brothers and Eddie Bauer, with more than 25 years of experience across fashion, consumer products, retail, and business development. He led Brooks Brothers through its acquisition and transformed the iconic brand to profitability in less than two years. Previously, Ohashi served as President of International and Global Retail at Authentic Brands Group, overseeing brand management, business development, and marketing across its international portfolio. He also held senior leadership roles at Aéropostale.

Host and Guest Resources:

• Ken Ohashi on LinkedIn
• Brooks Brothers Website
• Marisa Thalberg on LinkedIn
• Catalyst Brands Website
• ADWEEK Website

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Halloween is no longer just a seasonal celebration. For brands, it can become a powerful cultural platform for building relevance, generating engagement, and creating long-term brand assets.

In this episode of Adspeak by ADWEEK, Rebecca Stewart sits down with Ibrahim Khan, Global Vice President of Marketing at Fanta, to explore how Fanta turned Halloween into a global brand moment and generated more than 7 billion impressions through fan-generated content without paid media spend.

The conversation explores how Fanta identified an opportunity to build ownership around Halloween, harnessed TikTok and community creativity, and partnered with Universal Pictures and Blumhouse to create collectible horror-themed cans. Ibrahim also explains how product design can become a storytelling platform, how to balance brand authenticity with licensed IP, and why giving audiences creative freedom can drive deeper engagement. He shares the long-term thinking behind turning a successful seasonal campaign into a recurring global franchise that builds anticipation and cultural relevance year after year.

What You'll Learn:

• How to identify a "white space" holiday moment competitors have left unclaimed and build ownership around it
• Why letting fans create content can generate more impressions than any paid campaign
• The "constructive tension" principle for balancing a licensor's IP integrity with your own brand's authenticity
• How to select characters or creative assets that flex across generations and 50+ global markets without losing relevance
• Why product design itself (not just advertising) can become the most scalable storytelling platform a brand has
• The long-game playbook for turning a single viral moment into a recurring, expectation-building annual tradition

About the Guest:

Ibrahim Khan leads global strategy and marketing for Fanta, bringing more than a decade of experience at Coca-Cola across diverse markets. Previously, he served as Senior Marketing Director for Sparkling Flavors in Greater China & Mongolia, overseeing Fanta, Sprite, and Schweppes. His career also includes leading marketing for Sprite in its largest global market, managing sparkling portfolios across ASEAN, and driving brand strategy for Coca-Cola and Fanta across Thailand, Pakistan, and Afghanistan. Ibrahim specializes in global brand management, digital transformation, and creating consumer experiences that resonate across cultures.

Host and Guest Resources:

• Ibrahim Khan on LinkedIn
• Fanta Website
• ADWEEK Website

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Mental health campaigns can do more than raise awareness. Done well, they can change behavior, challenge stigma, and help people take meaningful action.

In this episode of Adspeak by ADWEEK, host Audrey Kemp speaks with three communication leaders: Heidi Arthur, Chief Campaign and Program Officer at the Ad Council; Sherrie Mazur, Managing Director of Communications at the Arthur M. Blank Family Foundation; and WNBA star Jordin Canada. They explore how the national “Love Your Mind” campaign was localized for Georgia through culturally relevant storytelling, trusted community voices, and authentic athlete advocacy.

The conversation examines why vulnerability can make athletes powerful messengers, how a “Brand Platform” approach keeps partnerships consistent, and how strategic media placements can reach audiences when they are most receptive. The guests also share why campaign success should be measured through behavior and resource-seeking, not vanity metrics. With awareness reaching 50% and resource-seeking increasing 49% in under five months, the episode offers a practical look at turning mental health messaging into action.

What You'll Learn:

• How to localize a national campaign
• Why leveraging athletes' influence, not just celebrity status, builds authentic credibility
• The "Brand Platform" approach: treating a cause campaign like a product brand
• How to choose high-traffic, high-dwell placements (like airports) to reach broad, diverse audiences
• Why impact should be measured through actual behavior shifts and resource-seeking
• How brands can avoid tokenism on mental health by partnering with clinical experts

About the Guests:

Heidi Arthur is Chief Campaign and Program Officer at the Ad Council, where she oversees national initiatives like Love Your Mind and transforms empathy into measurable action. With expertise in using communications to address critical social issues, she leads the Ad Council's mission to leverage donated media and cultural influence, particularly through sports and trusted athlete voices, to drive behavioral change.

Sherrie Mazur is Managing Director of Communications at the Arthur M. Blank Family Foundation, responsible for bringing national mental health initiatives to local communities with cultural relevance and measurable impact. Her work bridges philanthropy and grassroots activation by uniting diverse sports organizations and leveraging trusted local voices to destigmatize mental health conversations.

Jordin Canada is a guard for the Atlanta Dream (WNBA) and a vocal advocate for mental health destigmatization both on and off the court. As a featured voice in the Love Your Mind campaign, she shares her personal experience navigating pressure, vulnerability, and the importance of seeking support as a professional athlete.

Host and Guest Resources:

• Heidi Arthur on LinkedIn
• Ad Council Website
• Sherrie Mazur on LinkedIn
• AMBFF Website
• Jordin Canada on Instagram
• ADWEEK Website

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Marketing is no longer just about winning clicks. As AI Overviews, rising ad costs, and changing search behavior reshape customer acquisition, brands need to rethink how they build visibility and engage audiences.

In this episode of Adspeak by ADWEEK, Kyle Denhoff, Senior Director of Marketing at HubSpot, explores how HubSpot is adapting to an AI-first marketing landscape through its four-phase “Loop Marketing” framework: Express, Tailor, Amplify, and Evolve.

The conversation explores how HubSpot uses AI to accelerate brand strategy, personalize outreach at scale, and transform a single expert interview into content across LinkedIn, YouTube, blogs, and newsletters. Kyle also explains why marketers need to optimize not only for traditional search, but for visibility within AI platforms such as ChatGPT, Claude, and Perplexity. He shares how traffic from LLMs can convert at significantly higher rates than traditional search and offers practical approaches to auditing AI visibility, benchmarking competitors, and creating content that earns citations.

What You'll Learn:

• Why traditional SEO and paid social are losing effectiveness
• The "Loop Marketing" framework: Express, Tailor, Amplify, Evolve
• How to use AI to compress brand strategy development from months to weeks
• How to build a one-to-one email engine that personalizes outreach
• The content remixing method: turning a single expert interview into optimized formats
• Why traffic from LLMs like ChatGPT converts three times higher than traditional search traffic
• How to audit your brand's AI visibility and benchmark it against competitors

About the Guest:

Kyle Denhoff is the Senior Director of Marketing at HubSpot and a growth marketer and media operator with 15 years of experience spanning healthcare and SaaS. For the past four years, he's led the buildout of HubSpot Media and its Creator program, scaling properties like The Hustle, My First Million, and Marketing Against the Grain into a network that drives 20-25% of HubSpot's marketing lead demand. His focus: leveraging new media to build brand awareness and convert audiences into qualified pipeline.

Host and Guest Resources:

• Kyle Denhoff on LinkedIn
• HubSpot Website
• ADWEEK Website

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Creator marketing is no longer just about generating awareness or social engagement. It is becoming a measurable growth engine that can influence consumers throughout the entire marketing funnel.

In this episode of Adspeak by ADWEEK, host Zoë Ruderman sits down with four business leaders from Microsoft, Pearpop, and AntiSocial: Marie-Laure De Veyt, Beth Everhart, Christopher Franco, and Cole Mason to explore how brands can turn creator partnerships into measurable business results.

The conversation examines how Microsoft scaled a campaign to 42 creators and 69 assets in just six weeks while maintaining authenticity, creative quality, and performance. The guests discuss why creator content should be treated as a core paid media asset, how brands can measure impact through search lift, foot traffic, and brand lift studies, and why long-term creator relationships can build deeper trust and product knowledge.

They also explore how creator-led market research can replace rigid creative briefs, how brands can balance authenticity with brand safety, and why extending creator content into retail media and CTV represents a significant untapped opportunity.

What You'll Learn:

• How to run a six-week, 42-creator campaign at scale without sacrificing authenticity or creative quality
• Why creator content should be treated as a core paid media asset
• The "Familiar Faces" framework for building long-term creator relationships
• How to measure creator campaign impact beyond impressions
• Why ditching the traditional creative brief in favor of creator-led market research can uncover insights brands would otherwise miss
• How to identify brand safety and creative fit without stifling a creator's authentic voice
• Why underutilizing existing creator content across retail media networks and CTV is one of the biggest missed opportunities for brands today
• How to look beyond the "typical" creator demographic (like Gen Z)

About the Guests:

Marie-Laure De Veyt is a strategic and creative senior marketing leader with deep expertise in social and creator marketing across global consumer brands. She has led high-impact campaigns for Surface, Windows, and Microsoft 365, including Microsoft’s first creator-led Retail Media Network content. Passionate about influence, commerce, and culture, she builds authentic partnerships that drive engagement, brand love, and measurable business results.

Beth Everhart is the Managing Director at AntiSocial and a collaborative marketing leader with nearly 15 years of experience developing integrated campaigns and strategies for B2B and B2C clients across national and global markets. Known for building strong relationships and leading cross-functional teams, she thrives in fast-paced environments, bringing together people, ideas, and expertise to deliver exceptional results.

Christopher Franco is currently an SVP, Data and Activation at Pearpop. Christopher Franco brings experience from previous roles at Hearts & Science, Merkle, Maxus Global, and Mindshare. Christopher Franco holds a degree in Political Science and International Relations from the University of La Verne. With a robust skill set that includes Ad Serving, Marketing Science, Clarinet performance, Technology Evaluation, Graphic Design, and more.

Cole Mason is the Founder and CEO of Pearpop, a creator marketing platform specializing in pairing authentic creator content with strategic paid media distribution. With expertise in scaling creator partnerships at enterprise level, Cole has pioneered approaches that treat creators as independent production partners rather than vendors.

Host and Guest Resources:

• Marie-Laure De Veyt on LinkedIn
• Microsoft Website
• Beth Everhart on LinkedIn
• AntiSocial Website
• Christopher Franco on LinkedIn
• Cole Mason on LinkedIn
• ADWEEK Website

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What does it take to evolve a 100-year-old brand while navigating hypergrowth, global expansion, and changing consumer expectations?

In this episode of Adspeak by ADWEEK, Kate Ridley, Chief Brand Officer at Stanley 1913, and Graham Nearn, Chief Product and Sustainability Officer, explore how a strong executive partnership can become a strategic advantage. Drawing on their experience leading Stanley through transformational growth, Kate and Graham discuss the importance of candid communication, secure vulnerability, and continuous alignment when making high-stakes decisions.

They share lessons from major collaborations, including LoveShackFancy and Jennie Kim, and explain how data and emotional conviction can work together to determine which growth opportunities are worth pursuing.

The conversation also explores how leaders can identify capability gaps, turn employee feedback into meaningful investment, and evolve a heritage brand without losing its core identity. From psychographic segmentation to culturally relevant international partnerships, Kate and Graham offer practical insights into building trust, sustaining momentum, and creating lasting value for consumers and employees.

What You'll Learn:

• How to leverage "secure vulnerability" as a leadership superpower
• Why pre-alignment and continuous dialogue prevent costly launch failures
• The critical difference between "should" and "could" in growth decisions
• How to diagnose and articulate complex capability gaps to stakeholders
• The evolution framework for stewarding 100-year legacy brands
• How to identify and activate international growth through culturally relevant partnerships

About the Guests:

Kate Ridley is an accomplished brand leader with more than 25 years of experience across product creation, merchandising, and marketing in sport, lifestyle, and fashion. She specialises in developing brand strategies that drive sustainable growth and profitability, while leading major launches and transformation programmes. Kate brings together purpose, culture, creativity, and collaboration to build brands that create lasting impact.

Graham Nearn is a global product and brand leader with more than 20 years of experience across sport, lifestyle, food, beverage, and performance. At Stanley 1913, he leads global brand, product creation, and design, driving innovation and the “Built for Tomorrow” vision. A former professional athlete and certified coach, Graham is passionate about building high-performing teams, empowering diverse talent, and creating purpose-driven brands.

Host and Guest Resources:

• Kate Ridley on LinkedIn
• Graham Nearn on LinkedIn
• Stanley 1913 Website
• ADWEEK Website

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Atlanta is rapidly emerging as one of America’s most influential entertainment and creative hubs. The city is creating new opportunities for brands willing to rethink how they approach storytelling and partnerships.

On Adspeak by ADWEEK, host Bashel Lewis moderates a BrandWeek panel with three Media and Creative Leaders: Blondel Aidoo, Co-Founder at Rabbit Hole Technologies; Eddy Moretti, Executive Producer at Laugh Cry Wow; and Asante Bradford, Senior Industry Engagement Manager at the Georgia Department of Economic Development.

Together, they explore how Atlanta is evolving from a production destination into a sustainable creative powerhouse with a thriving talent ecosystem, production infrastructure, and attractive incentives. The conversation examines how brands can build authentic partnerships with creators, production companies, sports franchises, and music properties while moving beyond traditional studio models.

They also discuss the growing importance of emerging talent, HBCUs and local creative pipelines, and the democratization of storytelling. For brands looking to invest in culture, entertainment, and next-generation content, Atlanta offers an increasingly compelling opportunity to build meaningful partnerships and connect with audiences in new ways.

What You'll Learn:

• Why Atlanta Offers a Competitive Edge Over Traditional Production Hubs
• Building Relationships with Atlanta-Based Creators and Production Companies
• Why The Brand Partnership Model is Replacing Traditional Studio Financing
• How to Tap into HBCUs and Local Talent Pipelines for Long-Term Brand Building
• The Democratization of Content Creation Means Story Quality Matters More
• Why Sports, Music, and True Crime Content Create Immediate Brand Partnership Opportunities

About the Guests:

Blondel Aidoo is Co-Founder of Rabbit Hole Technologies, a next-generation animation studio blending art, AI, and innovation to transform storytelling. A 35+ years of experience as a visual effects producer, his credits include Minority Report, X-Men, Spider-Man, Night at the Museum, and Red Notice, films that have collectively grossed more than $8 billion worldwide. Blondel is building an AI-driven production ecosystem that helps filmmakers and brands create, iterate, and bring ambitious stories to life faster.

Award-winning producer and creative director Eddy Moretti is the Executive Producer at Laugh Cry Wow and has developed and produced more than 200 films and television series, alongside thousands of hours of cable and digital content. Previously Chief Creative Officer at VICE Media for two decades, he led content across its flagship properties and branded partnerships. Moretti also launched Viceland, an award-winning global cable channel, and his work has earned multiple Emmys, Peabody Awards, Cannes Lions, and other honors.

Asante Bradford is the Senior Industry Engagement Manager at the Georgia Department of Economic Development, where he helps strengthen Georgia’s position as a leader in creative technology and innovation. With experience spanning entertainment, education, and government, he builds strategic partnerships and drives initiatives across gaming, film, and interactive media. Asante has helped attract high-impact projects to the state and serves as a trusted resource on Georgia’s entertainment incentives and the growth of its creative economy.

Host and Guest Resources:

• Blondel Aidoo on LinkedIn
• Rabbit Hole Technology Studios Website
• Eddy Moretti on LinkedIn
• Laugh Cry Wow on LinkedIn
• Asante Bradford onLinkedIn
• Georgia Department of Economic Development Website
• Bashel Lewis on LinkedIn
• ADWEEK Website

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What if your media strategy could break through the noise by meeting consumers in culture, not just pushing messages at them?

In this episode of Adspeak by ADWEEK, host Alison Weissbrot brings together two global marketing leaders, Michael Law, CEO of Carat North America, and Shivram Vaideeswaran, SVP Marketing at Papa John's, to explore how brands can break through an increasingly fragmented media landscape. Recorded live at BrandWeek, the conversation examines how marketers can combine paid media, creators and influencers, aggregator platforms, and organic social to stay relevant wherever consumers are engaging.

Michael and Shivram unpack what it takes to respond to cultural moments in real time without sacrificing authenticity, from moving within 24 hours to giving teams clear strategic principles that enable faster decisions. They also discuss the evolving relationship between brand building and performance marketing, why brand resonance remains critical in an algorithm-driven world, and how closer collaboration between creative and media teams can produce more relevant experiences. The episode offers a practical playbook for marketers navigating cultural speed, fragmented audiences, and constant change.

What You'll Learn:

• How to segment your media strategy across four distinct channels
• Why moving from a linear consumer journey to a "bowl of spaghetti" media plan requires building nimble teams
• The framework for executing real-time cultural moments
• How to balance brand-building work with performance marketing
• The integration model for bringing creative and media teams closer together
• How to prioritize measurement signals by establishing a single north star metric

About the Guests:

Mike Law is CEO of Carat North America, specializing in media planning, audience strategy, and integrated campaign development for major brands. With deep expertise in translating complex consumer journeys into actionable media strategies, Mike leads cross-functional teams in building nimble, data-informed campaigns that balance brand building with performance marketing.

Shivram Vaideeswaran is a Global marketing executive with a track record of driving explosive growth for iconic brands like Uber, Yahoo, Taco Bell, and Papa John's. He is currently the EVP of Marketing at Papa John's. Shiv is an expert at orchestrating high-stakes product launches and multi-channel marketing strategies that blend cultural relevance and technical innovation, from Super Bowl Campaigns to AI-driven commerce. A people-first leader recognized for building high-performing in-house studios and navigating global, digital transformations that deliver measurable ROI.

Host and Guest Resources:

• Michael Law on LinkedIn
• Carat North America Website
• Shivram Vaideeswaran on LinkedIn
• Papa John’s Website
• Alison Weissbrot on LinkedIn
• ADWEEK Website

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AI isn’t here to replace marketers; it’s here to help them focus on the work that matters most.

In this episode of Adspeak by ADWEEK, Ryan Joe, Editor-in-Chief at ADWEEK, sits down with Rafa Flores, Chief Product Officer at Treasure.AI, to explore how AI can transform marketing from predictive to truly proactive. They discuss how marketers can use AI to automate repetitive tasks, break down data and technology silos, and create more personalized customer experiences. Rafa explains the difference between predictive and proactive marketing, how synthetic personas can help teams test messaging before going live, and how autonomous AI orchestration can engage consumers around the clock.

The conversation also tackles the human side of AI adoption, including change management and building internal trust. Most importantly, Rafa shares why marketers should start with contained, low-risk experiments before scaling AI across the organization.

What You'll Learn:

• How to reframe AI adoption as momentum-building rather than job displacement
• Why fragmentation across data silos and AI agents is killing ROI
• The difference between predictive and proactive marketing strategies
• How to build synthetic personas that actually deliver insights
• The autonomous orchestration framework for 24/7 consumer engagement
• Why you should start small, contain failures, and scale gradually

About the Guest:

Rafa Flores is the Chief Product Officer at Treasure.AI, where he leads product strategy, growth, and the company’s push into agentic AI and AI-powered marketing. A veteran technology executive with more than 15 years in product leadership, Rafa has helped scale category-defining companies including Treasure Data, Arm Holdings, Meltwater, Datanyze, and 6sense. His expertise spans AI, customer data, SaaS, and enterprise transformation, with a focus on turning emerging technologies into measurable business outcomes. He is recognized for building innovative products, high-performing teams, and scalable AI solutions.

Host and Guest Resources:

• Rafa Flores on LinkedIn
• Treasure.AI Website
• Ryan Joe on LinkedIn
• ADWEEK Website

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What does it take to turn innovation into meaningful brand growth?

In this live BrandWeek session of Adspeak with ADWEEK, host Mark Stenberg brings together global business leaders Cheryl Guerin, EVP of Global Brand Strategy & Innovation at Mastercard; Nick Hammitt, CMO at Newell Brands; and Edwin Wong, Head of Global Measurement Science at Uber Advertising, to explore how AI, personalization, measurement, and emotional storytelling are reshaping modern marketing.

The conversation examines how brands can use AI to accelerate content production while preserving human judgment and brand consistency, and how proprietary AI personas can help validate ideas faster. The leaders also explore why attention and brand-lift metrics are becoming critical to proving advertising ROI, alongside the growing importance of contextual and temporal relevance.

From AI-powered digital twins to multisensory branding, the episode offers practical insights into how leading companies are balancing performance marketing with distinctive, emotionally resonant brand building.

What You'll Learn:

• How to compress content production timelines by leveraging AI
• Why "human-initiated and AI-amplified" workflows protect brand voice
• How attention metrics and brand lift measurement justify high-touch advertising investments
• The strategic advantage of creating AI-powered consumer personas
• How contextual and temporal relevance outperform traditional targeting
• The multisensory branding framework for building trust across touchpoints

About the Guests:

Cheryl Guerin is Executive Vice President of Brand Strategy & Innovation at Mastercard, where she leads global brand strategy, AI transformation, advertising, media, digital marketing, and insights. A global marketing executive and business leader, she connects brand building with measurable business growth, driving Mastercard’s brand value up by more than 25%. Her work has earned recognition from Cannes Lions, Effie, Clio, and ANDY. Cheryl also serves as SVP Director of The Advertising Club of New York and sits on the boards of Ronald McDonald House New York and the Crohn’s & Colitis Foundation.

Nick Hammitt is Chief Marketing Officer at Newell Brands and a member of the company’s Executive Committee, leading enterprise marketing across brand management, consumer insights, AI, digital, creative, eCommerce, and loyalty. With more than 20 years of global CPG experience, he has built iconic brands, launched breakthrough innovations, and delivered transformational marketing strategies. Previously, Nick held senior marketing roles at Campbell’s, PepsiCo, and Unilever, leading platforms including Mountain Dew Zero Sugar, Game Fuel, and Axe Haircare across global markets.

Edwin Wong is Head of Global Measurement Science at Uber Advertising, where he leads efforts to help brands measure advertising effectiveness and connect media exposure to real-world business outcomes. With more than 20 years of experience studying digital consumer behavior, Edwin has held senior research and insights roles at Yahoo, Pinterest, BuzzFeed, and Vox Media. His expertise spans consumer insights, audience strategy, media measurement, and marketing effectiveness, with a focus on transforming complex data into actionable insights that drive brand growth.

Host and Guest Resources:

• Cheryl Guerin on LinkedIn
• Mastercard Website
• Nick Hammitt onLinkedIn
• Newell Brands Website
• Edwin Wong on LinkedIn
• Uber Advertising Website
• Mark Stenberg on LinkedIn
• ADWEEK Website

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In this episode of Adspeak by ADWEEK, host Rob Klara sits down with three communication leaders to explore how iconic brands can turn major anniversaries into opportunities for cultural relevance and future growth. Sona Iliffe-Moon, Chief Communications Officer at Yahoo; Gina Pesko Laughlin, VP and Global Head of Communications at Delta Air Lines; and Melissa Menta, SVP, Global Brand and Communications at Peanuts Worldwide, share lessons from celebrating Yahoo’s 30th, Peanuts’ 75th, and Delta’s 100th anniversaries.

The conversation explores how brands can harness nostalgia without becoming stuck in the past, why authentic brand DNA matters more than flashy campaigns, and how partnerships, social content, and experiential activations can bring heritage to new audiences. From Delta’s employee-designed centennial aircraft and renovated Flight Museum to Peanuts’ NASA partnership and Yahoo’s playful Super Bowl campaign, the guests reveal how legacy can become a powerful platform for innovation, relevance, and connection across generations.

What You'll Learn:

• How to activate nostalgia without losing contemporary relevance
• Why brand DNA matters more than flashy production
• The museum and physical experience as brand storytelling
• How to use partnerships to extend brand legacy organically
• The power of employee-created design in anniversary campaigns
• Why anniversary milestones create credibility platforms for future messaging

About the Guests:

Sona Iliffe-Moon is Chief Communications Officer at Yahoo, where she leads global corporate, consumer, and internal communications. She brings more than 20 years of experience across strategic, consumer, crisis, and corporate communications, having held leadership roles at Lyft, Facebook, Instagram, Nestlé, and Toyota, as well as PR agencies Weber Shandwick and Hill & Knowlton. Before entering PR, Sona worked as a foreign affairs officer at the U.S. Department of State. She holds degrees from George Washington University and USC Annenberg.

Gina Pesko Laughlin is Vice President, Global Brand Communications at Delta Air Lines, where she leads communications strategies that strengthen Delta’s reputation, culture, and customer brand. A 20-year Delta veteran, she has held leadership roles spanning corporate, employee, executive, crisis, and operations communications, including helping guide the airline through its merger with Northwest and bankruptcy reorganization. Gina previously built Delta’s employee engagement function and launched its first internal social platform. She holds degrees in public relations and political science from Syracuse University.

Melissa Menta is a veteran marketing and communications executive with deep experience building global entertainment and character brands. As SVP, Global Brand and Communications at Peanuts Worldwide, she led major initiatives including the brand’s 75th anniversary, the NASA partnership featuring Astronaut Snoopy, and The Armstrong Project which supports emerging artists of color. Her career has included work with The Muppets, Pets.com, Shiseido, Dilbert, and other iconic properties. Melissa holds degrees from Middlebury College and NYU and serves on the board of the Charles M. Schulz Museum.

Host and Guest Resources:

• Sona Iliffe-Moon on LinkedIn
• Yahoo Website
• Gina Pesko Laughlin on LinkedIn
• Delta Air Lines Website
• Melissa Menta on LinkedIn
• Peanuts Worldwide Website
• ADWEEK Website

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What does it take for brands and teams to turn uncertainty into a competitive advantage?

In this episode of Adspeak by ADWEEK, host Alison Weissbrot, Executive Editor at ADWEEK, sits down with Jonathan Fields, Founder, Co-Executive Producer, and host of the Good Life Project, for a live BrandWeek conversation about navigating disruption with clarity, resilience, and purpose.

Jonathan shares five principles for businesses to thrive in volatile markets, including actively seeking new opportunities, building trust through creator partnerships, narrowing strategic focus, and addressing the deeper anxiety behind consumer needs. The conversation also explores why calm, grounded communication can build stronger connections than simply addressing surface-level problems.

Going a step beyond strategy, Jonathan explains how leaders can operationalize resilience through simple nervous-system regulation techniques, including the physiological sigh, and embed practices like mindfulness and breathwork into their organizational culture. The result is a practical framework to help leaders and teams stay creative, focused, and able to make better decisions when uncertainty is at its peak.

What You'll Learn:

• How to Operationalize Door Finding
• Why Trust Transference from Creators Outperforms Brand Affinity
• The "Narrow by 50%" Framework for Resource Allocation
• How to Solve for the Meta Problem, Not Just the Surface Problem
• The Physiological Sigh Technique for Real-Time Nervous System Regulation.
• How to Operationalize Personal Peace as a Cultural Practice

About the Guest

Jonathan Fields is an award-winning author, entrepreneur, executive producer, and host of the globally popular Good Life Project podcast, which has generated more than 100 million listens and views. He has founded multiple companies focused on human potential and created the Sparketype Assessment, used by more than 1 million people and organizations. Jonathan’s work explores uncertainty, resilience, human potential, and the pursuit of meaningful work, helping leaders and individuals turn disruption and challenge into opportunities for growth, creativity, and possibility.

Host and Guest Resources:

• Jonathan Fields on LinkedIn
• Good Life Project Podcast
• Alison Weissbrot on LinkedIn
• Adspeak by ADWEEK on Apple Podcasts
• Adspeak by ADWEEK on Spotify
• ADWEEK Website

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What happens when brands stop treating audiences as consumers and start treating them as communities?

In this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Jason Bunge, CMO at Hasbro, Rachel Delphin, CMO at Twitch, and Dan Moriarty, CMO at Chicago Fire FC, for a live BrandWeek panel on the future of play and fan engagement.

The conversation explores how brands can move beyond traditional broadcast marketing to create authentic experiences that bring people together across physical and digital worlds. The panelists share how strategic partnerships, creator ecosystems, micro-communities, and grassroots experiences can turn casual audiences into loyal advocates.

They also unpack the importance of accessibility, cross-generational play, and the emerging idea of the “brand as fan,” showing up authentically in the communities that matter most. From stadiums and youth soccer clinics to Twitch chats and video game launches, this conversation reveals how marketers can build lasting connections by becoming active participants in culture rather than simply broadcasting into it.

What You'll Learn:

• How to shift from broadcast marketing to community-first strategy
• The "Universe is Beyond" partnership framework
• Why accessibility drives lifetime fan value
• How to activate creator and influencer ecosystems instead of paid media
• The "brand as fan" positioning
• How to design cross-generational engagement through shared play experiences

About the Guests:

Jason Bunge is Chief Marketing Officer at Hasbro, where he leads global media, entertainment, brand, retail, and digital marketing strategy across the company’s iconic franchises. He joined Hasbro in 2023 after serving as the first CMO of Riot Games, overseeing marketing, publishing, and global channel strategy. Previously, he held senior marketing roles at Electronic Arts and Microsoft, including product marketing for Office 365.

Rachel Delphin is a marketing and communications leader who serves as Chief Marketing Officer at Twitch, where she led the strategic direction of PR, social media, growth and media, integrated marketing, creative, and brand teams. She joined Twitch in 2018 after communications leadership roles at Tanium, Twitter, and WIRED. At Twitch, she championed the platform’s creator community and helped shape its approach to brands, creators, and community-driven engagement.

Dan Moriarty is Chief Marketing Officer at Chicago Fire FC, where he leads branding, advertising, media, promotions, and fan engagement while overseeing marketing strategy across the club’s community and youth soccer initiatives. Before joining the Fire in 2024, Moriarty was VP of Marketing at the Chicago Bulls, following leadership roles with the Bulls and the Chicago White Sox. He previously spent five years at Hyatt Hotels and began his career in marketing and media agencies.

Host and Guest Resources:

• Jason Bunge on LinkedIn
• Hasbro Website
• Rachel Delphin on LinkedIn
• Twitch Website
• Dan Moriarty on LinkedIn
• Chicago Fire FC Website
• ADWEEK Website

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