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Adweek

Adspeak

A Marketing and Business podcast

#24 in Marketing · 🇮🇳 #41 in Marketing · 🇨🇦
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About the show

Love it or hate it, the advertising and marketing industry is the ultimate broker of power and influence in the world today. Adspeak, hosted by ADWEEK editor in chief Ryan Joe, brings to life stories from our top reporters, delving into the people, brands, ad agencies, and adtech giants that shape how we view the world, the products we buy, and the entertainment we enjoy. Hosted on Acast. See acast.com/privacy for more information.

Newest episodes

Velocity Over Volume: Building Brand Loyalty in a Competitive Market | Elizabeth Banks and Marian Leitner-Waldman

21 min

What does it take to disrupt a legacy industry without losing sight of what consumers actually want? Sometimes, the answer lies in rethinking something as familiar as the packaging. But turning an unconventional product idea into a lasting brand requires more than innovation. It takes a distinctive voice, genuine consumer insight, and a commitment to sustainable growth. In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at ADWEEK, sits down with Marian Leitner-Waldman, Founder and CEO of Archer Roose Wines, and Elizabeth Banks, Actor, Producer, Director, and Chief Creative Officer at Archer Roose Wines, to explore how they're challenging conventions in the wine industry. The conversation examines how canned wine, premium positioning, and irreverent brand storytelling are helping Archer Roose rethink wine accessibility and redefine consumer perceptions of the category. The guests discuss how identifying an overlooked consumer frustration, the waste of unfinished wine bottles, helped inspire a different approach to wine innovation. They also explain why brand voice matters as much as product quality, and how humor, authenticity, and a willingness to avoid condescension can build meaningful consumer engagement. A central theme is the importance of "Velocity Over Volume": prioritizing reorder metrics, customer loyalty, and sustainable growth over short-lived viral success. The discussion also explores Archer Roose's patient partnership marketing strategy with JetBlue, demonstrating how long-term thinking can turn an unexpected opportunity into a lasting distribution channel. What You'll Learn: How canned wine can disrupt a traditional luxury categoryWhy authentic consumer insights drive brand disruptionHow brand voice and storytelling build consumer trustWhy velocity growth matters more than volumeHow reorder metrics reveal genuine brand loyaltyHow patience transformed Archer Roose's JetBlue partnershipWhy sustainable packaging and aluminum c...

Beyond the Cookie: How AI Is Transforming Marketing Performance with Eric Danetz and Nicole Vinson

25 min

AI is giving marketers new ways to understand consumers, optimize creative, and improve campaign performance. But how can brands move beyond experimentation to turn these capabilities into measurable business results? It starts with better data, smarter targeting, and a willingness to rethink how marketing decisions are made. In this episode of Adspeak by ADWEEK, host Ryan Joe, Editor-in-Chief at ADWEEK, brings together Eric Danetz, President at Cognitiv, and Nicole Vinson, VP of Agency Ecosystem and Growth Marketing Integration Lead at Mars, to explore how AI and deep learning are reshaping modern marketing. The conversation examines how brands can move beyond cookie deprecation to build stronger data foundations, uncover consumer insights, and drive greater efficiency across media and creative. The panel discusses why behavioral data offers a more accurate picture of consumer preferences than traditional panel research, and how clean room technology can bring together different data sources to create a more complete understanding of audiences. They also explore how a pilot-first approach helps organizations test AI applications before committing to large-scale implementation. Real-world examples illustrate the potential, including reducing creative analytics from 100 hours to under 10 and achieving a 36% lift in campaign results through more precise audience targeting. The conversation also addresses the organizational challenges of adopting AI, from establishing responsible governance to building partnerships that prioritize long-term business outcomes over technology for its own sake. What You'll Learn: How clean rooms create a more complete consumer pictureWhy behavioral data beats traditional panel researchThe "Pilot-First" approach to AI adoptionHow AI can dramatically accelerate creative analysisWhy behavior-based targeting can outperform demographicsHow Special K achieved a 36% campaign liftWhy AI governance and strong partnerships matter About the Host an...

Why Athletes Are Becoming the Media Companies of Tomorrow: Insights from 4 Sports Marketing Leaders

27 min

Women's sports are gaining unprecedented momentum, but how can brands turn that growing attention into meaningful partnerships that deliver lasting cultural and commercial value? It starts with authenticity, collaboration, and a deeper understanding of the communities they serve. In this episode of Adspeak by ADWEEK, host LaTecia Johnson, Founder and CEO of INGENIUS, brings together three Sports Marketing Leaders: Shayne Odum, Director of Global Partnerships & Media Sales at Phoenix Suns, and former Director of Corporate Partnership and Sales at Atlanta Dream; Naz Hillmon, Forward with the Atlanta Dream in the WNBA; and Connor Thompson, Senior Manager, Energy at Reebok. Recorded live at Brand Week, the conversation explores how athlete partnerships, brand collaborations, and the growing influence of women's sports are reshaping the marketing landscape. The discussion examines why athletes are increasingly becoming media companies in their own right, how brands can move beyond transactional endorsements to build authentic relationships, and why cultural relevance requires more than simply attaching a logo to a sporting event. The speakers also explore the importance of community pillars in evaluating brand alignment, giving athletes greater control over their storytelling, and creating partnerships that reflect shared values. What You'll Learn: How to build brand partnerships rooted in authenticity rather than chasing cultural trendsThe "Community Pillars" framework teams can use to vet whether a partnership truly fits their identityWhy athletes must control their own narrative and content to build lasting trust with their audienceHow to turn one-off activations into long-term, trust-based collaborations The shift from awareness-based marketing to measurable "return on influence" Why intentionality and follow-through, not just big budgets, are what separate real brand investment from empty gestures About the Host and Guest: Naz Hillmon is a professional basketball pl...

Similar podcasts

All episodes

Velocity Over Volume: Building Brand Loyalty in a Competitive Market | Elizabeth Banks and Marian Leitner-Waldman

21 min

What does it take to disrupt a legacy industry without losing sight of what consumers actually want? Sometimes, the answer lies in rethinking something as familiar as the packaging. But turning an unconventional product idea into a lasting brand requires more than innovation. It takes a distinctive voice, genuine consumer insight, and a commitment to sustainable growth. In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at ADWEEK, sits down with Marian Leitner-Waldman, Founder and CEO of Archer Roose Wines, and Elizabeth Banks, Actor, Producer, Director, and Chief Creative Officer at Archer Roose Wines, to explore how they're challenging conventions in the wine industry. The conversation examines how canned wine, premium positioning, and irreverent brand storytelling are helping Archer Roose rethink wine accessibility and redefine consumer perceptions of the category. The guests discuss how identifying an overlooked consumer frustration, the waste of unfinished wine bottles, helped inspire a different approach to wine innovation. They also explain why brand voice matters as much as product quality, and how humor, authenticity, and a willingness to avoid condescension can build meaningful consumer engagement. A central theme is the importance of "Velocity Over Volume": prioritizing reorder metrics, customer loyalty, and sustainable growth over short-lived viral success. The discussion also explores Archer Roose's patient partnership marketing strategy with JetBlue, demonstrating how long-term thinking can turn an unexpected opportunity into a lasting distribution channel. What You'll Learn: How canned wine can disrupt a traditional luxury categoryWhy authentic consumer insights drive brand disruptionHow brand voice and storytelling build consumer trustWhy velocity growth matters more than volumeHow reorder metrics reveal genuine brand loyaltyHow patience transformed Archer Roose's JetBlue partnershipWhy sustainable packaging and aluminum c...

Beyond the Cookie: How AI Is Transforming Marketing Performance with Eric Danetz and Nicole Vinson

25 min

AI is giving marketers new ways to understand consumers, optimize creative, and improve campaign performance. But how can brands move beyond experimentation to turn these capabilities into measurable business results? It starts with better data, smarter targeting, and a willingness to rethink how marketing decisions are made. In this episode of Adspeak by ADWEEK, host Ryan Joe, Editor-in-Chief at ADWEEK, brings together Eric Danetz, President at Cognitiv, and Nicole Vinson, VP of Agency Ecosystem and Growth Marketing Integration Lead at Mars, to explore how AI and deep learning are reshaping modern marketing. The conversation examines how brands can move beyond cookie deprecation to build stronger data foundations, uncover consumer insights, and drive greater efficiency across media and creative. The panel discusses why behavioral data offers a more accurate picture of consumer preferences than traditional panel research, and how clean room technology can bring together different data sources to create a more complete understanding of audiences. They also explore how a pilot-first approach helps organizations test AI applications before committing to large-scale implementation. Real-world examples illustrate the potential, including reducing creative analytics from 100 hours to under 10 and achieving a 36% lift in campaign results through more precise audience targeting. The conversation also addresses the organizational challenges of adopting AI, from establishing responsible governance to building partnerships that prioritize long-term business outcomes over technology for its own sake. What You'll Learn: How clean rooms create a more complete consumer pictureWhy behavioral data beats traditional panel researchThe "Pilot-First" approach to AI adoptionHow AI can dramatically accelerate creative analysisWhy behavior-based targeting can outperform demographicsHow Special K achieved a 36% campaign liftWhy AI governance and strong partnerships matter About the Host an...

Why Athletes Are Becoming the Media Companies of Tomorrow: Insights from 4 Sports Marketing Leaders

27 min

Women's sports are gaining unprecedented momentum, but how can brands turn that growing attention into meaningful partnerships that deliver lasting cultural and commercial value? It starts with authenticity, collaboration, and a deeper understanding of the communities they serve. In this episode of Adspeak by ADWEEK, host LaTecia Johnson, Founder and CEO of INGENIUS, brings together three Sports Marketing Leaders: Shayne Odum, Director of Global Partnerships & Media Sales at Phoenix Suns, and former Director of Corporate Partnership and Sales at Atlanta Dream; Naz Hillmon, Forward with the Atlanta Dream in the WNBA; and Connor Thompson, Senior Manager, Energy at Reebok. Recorded live at Brand Week, the conversation explores how athlete partnerships, brand collaborations, and the growing influence of women's sports are reshaping the marketing landscape. The discussion examines why athletes are increasingly becoming media companies in their own right, how brands can move beyond transactional endorsements to build authentic relationships, and why cultural relevance requires more than simply attaching a logo to a sporting event. The speakers also explore the importance of community pillars in evaluating brand alignment, giving athletes greater control over their storytelling, and creating partnerships that reflect shared values. What You'll Learn: How to build brand partnerships rooted in authenticity rather than chasing cultural trendsThe "Community Pillars" framework teams can use to vet whether a partnership truly fits their identityWhy athletes must control their own narrative and content to build lasting trust with their audienceHow to turn one-off activations into long-term, trust-based collaborations The shift from awareness-based marketing to measurable "return on influence" Why intentionality and follow-through, not just big budgets, are what separate real brand investment from empty gestures About the Host and Guest: Naz Hillmon is a professional basketball pl...

From ROAS to Real Results: Benoit Vatere and Bryan Leach on the Future of Performance Marketing

25 min

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 aloneHow matched-audience testing identifies genuinely incremental salesHow cost per incremental dollar helps protect marginsWhy churn reduction can improve household penetrationHow real-time measurement enables smarter budget allocationWhy 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 la...

Avoiding The Ick Factor: Anthony Po and Lauren Probyn Aouad on Getting Authenticity Right

26 min

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 punishmentHow to identify the "ick factor" that signals to digitally native audiences you're exploiting culture rather than participating in itThe "earn the view first" principle with creating genuine attentionWhy hiring people who are actually immersed in culture is non-negotiable for authentic digital contentHow to decide whether a campaign should optimize for direct conversion versus long-term brand equityThe 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 comp...

Beyond Virality: How Three Global Fashion Marketing Leaders Create Brands People Care About

27 min

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 themHow to engineer virality through emotional storytellingThe "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 E...

Why Reach Beats Creative: Angela Voss and Dale Harrison on the Marketing Math That Matters

17 min

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 reachThe "Surface Area of Effectiveness" framework for understanding how reach amplifies even small creative improvementsWhy brand awareness only has commercial value when buyers are in-marketHow 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...

Purpose Over Product: The Brand-Building Playbook of Paulie Dery and Victoria Lozano

28 min

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 comparisonsWhy giving consumers something to believe in matters more than listing product specsThe "follow the tracks, don't create them" approach to building authentic community advocacyHow to build daily consumer habits by embedding your product into routines people already have, rather than adding new to-dosThe "magic number" framework for aligning growth targets with C-suite buy-in to fund brand investmentWhy marketers should pick bigger competitive battles—reframing rivals as time, attention, or lifestyle competitors rather than category copycatsHow 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 O...

The WNBA’s Business Revolution: Lexie Brown and Mariah Rose on What Comes Next

41 min

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 marketingWhy WNBA players want compensation tied to league revenue growthHow social media gives athletes greater control over their personal brandsWhy rising stars can expand opportunities for the entire leagueHow offseason leagues support player development and financial stabilityWhy health benefits, pensions, and roster expansion matter to playersHow 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. Thr...

4 Creative and Marketing Leaders on Turning Legacy Brands Into Cultural Icons

46 min

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 refreshThe "lean into your strengths" principle: La-Z-Boy's breakthrough How to pressure-test beloved brand iconsWhy earned, culturally-tapped activations should precede a full rebrandHow 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 innovat...

Reinventing Retail Icons: Ken Ohashi and Marisa Thalberg on Making Legacy Brands Relevant

30 min

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 a...

7 Billion Impressions Without Paid Media: Fanta’s Halloween Strategy: Ibrahim Khan, Global VP of Marketing at Fanta

23 min

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 itWhy letting fans create content can generate more impressions than any paid campaignThe "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 relevanceWhy product design itself (not just advertising) can become the most scalable storytelling platform a brand hasThe 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 G...

From Awareness to Action: Rethinking Mental Health Campaigns with Three Communication Leaders

28 min

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, particular...

The New Marketing Playbook: How HubSpot Is Winning in the AI Era with Kyle Denhoff

26 min

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, EvolveHow 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 trafficHow 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...

Creators That Convert: Four Business Leaders on Driving Full-Funnel Marketing Results

24 min

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 qualityWhy creator content should be treated as a core paid media assetThe "Familiar Faces" framework for building long-term creator relationships How to measure creator campaign impact beyond impressionsWhy ditching the traditional creative brief in favor of creator-led market research can uncover insights brands would otherwise missHow to identify brand safety and creative fit without stifling a creator's authentic voiceWhy underutilizing existing creator content across retail media networks and CTV is one of the biggest missed opportunities for brands todayHow to look beyond the "typical" creator demographic (like Gen Z) About the Guests: Marie-Laure De Veyt is a strategic and creative senior marketing le...

The Executive Partnership Behind Stanley’s Hypergrowth | Kate Ridley & Graham Nearn

24 min

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 superpowerWhy 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....

Beyond Hollywood: Three Media Leaders Weigh in on Atlanta’s New Entertainment Economy

23 min

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 HubsBuilding Relationships with Atlanta-Based Creators and Production CompaniesWhy The Brand Partnership Model is Replacing Traditional Studio FinancingHow to Tap into HBCUs and Local Talent Pipelines for Long-Term Brand BuildingThe 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 credi...

How Brands Can Win Attention in a Fragmented World: Insights from Two Global Marketing Leaders

23 min

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 channelsWhy 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 togetherHow 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 n...

The 80% of Marketing that AI Should Take Off Your Plate with Rafa Flores

21 min

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 displacementWhy fragmentation across data silos and AI agents is killing ROIThe difference between predictive and proactive marketing strategiesHow to build synthetic personas that actually deliver insights The autonomous orchestration framework for 24/7 consumer engagementWhy 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...

The Innovation Playbook: Three Global Business Leaders on AI, Data and Brand Growth

27 min

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 AIWhy "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 Di...

How Three Communication Leaders Use Nostalgia to Reconnect Iconic Brands With Culture

28 min

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 relevanceWhy brand DNA matters more than flashy productionThe museum and physical experience as brand storytellingHow to use partnerships to extend brand legacy organicallyThe power of employee-created design in anniversary campaignsWhy 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.  G...

Turn Disruption Into Opportunity: Jonathan Fields on Building Antifragile Brands

28 min

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 FindingWhy Trust Transference from Creators Outperforms Brand AffinityThe "Narrow by 50%" Framework for Resource AllocationHow to Solve for the Meta Problem, Not Just the Surface ProblemThe 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 p...

How Hasbro, Twitch, and Chicago Fire FC Are Building Communities That Drive Brand Loyalty

28 min

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 strategyThe "Universe is Beyond" partnership frameworkWhy accessibility drives lifetime fan valueHow to activate creator and influencer ecosystems instead of paid mediaThe "brand as fan" positioningHow 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 a...

Purpose Meets Performance: How Brands Win Without Compromise

23 min

What if purpose and performance weren't mutually exclusive while building a brand? In this episode of Adspeak by ADWEEK, host Audrey Kemp brings together R. Ethan Braden, VP and CMCO at Texas A&M University, and Tyler Merrick, Founder and CEO of Joyride, to explore how very different brands can turn authentic storytelling and bold marketing decisions into measurable growth. Ethan shares how Texas A&M modernized a 150-year-old brand without losing its core values, including the campaign that generated 80 million YouTube views. Tyler reveals how Joyride used product differentiation, cultural relevance, and genuine creator partnerships to become the #1 candy at Target. Together, they unpack why purpose-driven marketing works best when it is grounded in authentic brand positioning, strong creative conviction, and a clear understanding of the audience.  From legacy institutions to challenger brands, this conversation offers practical lessons for building brands that matter and perform. What You'll Learn: How to reposition a legacy brand nationally by what makes you distinctWhy pulling underperforming creative can catalyze breakthrough resultsThe three-legged stool framework for challenger brand successHow to validate purpose-driven positioning through retail performance The difference between hiring an influencer and building a partnershipHow to maintain brand integrity while modernizing for national relevance About the Guests: R. Ethan Braden is Vice President and Chief Marketing and Communications Officer at Texas A&M University, where he leads brand, marketing, communications, and storytelling to strengthen the university’s national presence. Previously, he served as EVP and CMO at Purdue University and Purdue Global. Earlier, Ethan spent more than a decade at Eli Lilly & Company, helping lead billion-dollar brands including Cymbalta and Jardiance. His work has been featured in Fast Company, Ad Age, and The Washington Post. In 2023, he was named Content Marketer of th...

How to Make AI Your Creative Superpower: The Playbook with Nik Kleverov

18 min

AI is reshaping how brands imagine, produce, and tell stories, but the most effective creative work still starts with human ideas. In this episode of Adspeak by ADWEEK, Nik Kleverov, Co-founder and Chief Creative Officer at Native Foreign, explores how visual AI is helping brands including Toys“R”Us, Coca-Cola, and Delta push beyond the limits of traditional production. He explains why AI should be treated as a creative accelerant rather than a replacement for human judgment, and how iterative, editor-centric workflows are changing the production process.  Nik also discusses the rise of the “generalist with big ideas,” the importance of building client trust through transparent workflows and legal safeguards, and how teams can decide when AI genuinely adds value. From impossible-to-film environments to questions of representation and bias, he offers a practical look at using AI to expand creative ambition while preserving authenticity, emotional resonance, and human authorship and meaningful brand storytelling today. What You'll Learn: How to position AI as a creative accelerant, not a human replacementWhy visualization and iterative workflows are replacing traditional productionThe "Generalist with Big Ideas" advantage in an AI-driven marketHow to build client trust through legal safeguards and transparent workflowsWhen to use AI versus traditional production, and when not toHow representation and bias in AI tools directly impact campaign inclusivity About the Guest: Nik Kleverov is the Co-founder and Chief Creative Officer at Native Foreign and a pioneering storyteller exploring the possibilities of AI in creative work. From Netflix’s Narcos title sequences to the first AI-generated brand film for Toys“R”Us, his work blends technology and creativity to push storytelling forward. A sought-after speaker, Nik is a leading voice on how AI is reshaping the future of storytelling.  Host and Guest Resources: Nik Kleverov on LinkedInNative Foreign WebsiteADWEEK Website ...

The IP Moat: How Sahara Lotti Built and Defended Lashify

24 min

In this episode of Adspeak by ADWEEK, host Audrey Kemp sits down with Sahara Lotti, founder and CEO of Lashify, to explore why intellectual property is far more than a legal safeguard; it can be a powerful competitive moat. Sahara shares how solving a personal beauty problem led her to create a new product category, build Lashify from $300 to $8 million in its first year, and invest heavily in patents and enforcement. She discusses the challenges women-led beauty innovations face in an industry rife with copycats, including her landmark court victory against overseas manufacturers.  The conversation also explores how founders can use broad patent protection, direct-to-consumer margins, community-building, and transparency to defend innovation and build lasting brand value. Sahara offers a candid look at the business realities of protecting original ideas and explains why intellectual property can become a foundation for generational wealth. What You'll Learn: How to Transform a Personal Problem Into Patentable Innovation.Why Beauty Brands Are Marketing Companies, Not InnovatorsThe Patent Enforcement Reality Check.How to Win Against Counterfeiters and Set Industry PrecedentThe Influencer Attack Strategy Used Against IP Defenders.Build Direct-to-Consumer Profitability to Fund Your IP WarsWhy Vague Patents Beat Precise OnesThe Incubator Model as an IP Protection Strategy About the Guest: Sahara Lotti is the founder and CEO of Lashify, the world’s first at-home lash extension system, which redefined luxury DIY beauty. With more than 700 global patents, her patented Gossamer lash technology has established a new standard for innovation in the industry. In 2024, Lotti led Lashify to a landmark $30.5 million legal victory. In 2025, she secured a Federal Circuit ruling that strengthened patent holders’ ability to protect innovations and block counterfeit imports through ITC exclusion orders.  Host and Guest Resources: Sahara Lotti on LinkedInLashify WebsiteADWEEK Website ...

The Journey Is the Destination: Reinventing Travel Marketing

29 min

Travel brands are redefining the journey by moving beyond destinations to create personalized, culturally relevant experiences at every touchpoint.  On this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Sheretha Bell of Atlanta Convention & Visitors Bureau, Eliot Hamlisch of Amtrak, and Brad Hiranaga of Marriott to explore how the industry is responding to changing traveler expectations. The conversation examines how transportation brands are turning the journey itself into part of the experience, while destinations connect with travelers through passions, identity, and culture.  The guests also discuss personalization, first-party data, loyalty ecosystems, and the growing influence of AI and ChatGPT on travel discovery. From Amtrak’s unexpected social strategy to Atlanta’s handwritten postcard activation and Marriott’s expansive Bonvoy ecosystem, the episode reveals how brands can combine technology and data with creativity and genuine human connection to drive engagement, loyalty, and revenue.  What You'll Learn: How to pivot from transportation to hospitalityWhy values-driven travel is reshaping destination marketingThe personalization imperative in hospitalityHow to build culturally relevant social strategies for Gen ZThe critical role of content quality in AI-driven discoveryHow loyalty programs and media networks drive scaleWhy blending AI-powered tools with human connection wins About the Guests: Brad Hiranaga is Global Senior Vice President of Brand and Design Experiences at Marriott International, bringing expertise in experience design and brand strategy across hospitality. With a background spanning packaged food and apparel, Hiranaga leads initiatives to innovate hotel experiences, from the newly launched outdoor collection to wellness-focused services, leveraging Marriott's scale of 10,000+ properties. His work demonstrates how loyalty data and design thinking unlock new revenue opportunities and consumer insights in hospitality. Elio...

Why Creators Are Becoming the New Marketing Operating System: Kevin Blazaitis & Chrissie Hanson

21 min

In this episode of Adspeak by ADWEEK, Kevin Blazaitis, President at Creo, sits down with Chrissie Hanson, CEO of North America Media Practice at Dentsu, to explore how creators are reshaping the modern marketing operating system. They discuss the shift from chasing viral moments to building durable creator-led content that delivers measurable business outcomes, from audience growth and active attention to sales lift and ROAS.  Chrissie shares how brands can integrate creators across the full funnel while preserving the authenticity and credibility that make creator partnerships effective. The conversation also explores AI’s role in testing audiences, accelerating content strategy, and reducing risk without replacing human creativity. Along the way, Kevin and Chrissie unpack why longevity may matter more than reach and how simplifying measurement to a few meaningful metrics can help brands build sustainable creator programs and drive enduring growth.  What You'll Learn: How to transition creator content from viral moments to durable assets Why creators drive spontaneous purchase decisions at scale The framework for measuring creator impact on par with retail media networksHow to design creator partnerships with early brand integrationWhy "longevity is the new reach" for building sustainable competitive advantageThe practical AI playbook for de-risking creator decisions How to simplify measurement from 50+ KPIs down to 3-4 core metrics About the Guests: Chrissie Hanson is CEO of Dentsu North America’s Media Practice and Global Brand President of Carat, named Cannes Lions Media Network of the Year in 2026. With 25 years across OMD, Mindshare, MediaCom, and Carat, she has led global strategies for brands including Visa, Vodafone, Sony Pictures, and Nordstrom. Previously CEO of OMD USA, she transformed the agency into a new-business leader. A champion of data, creativity, and technology, Chrissie has pioneered attention-to-outcomes solutions and serves on the Advertising...

How Tracee Ellis Ross Built a Beauty Brand That Became a Cultural Movement

20 min

The beauty market is flooded with new launches and celebrity-backed brands. Therefore, few manage to break through with both cultural credibility and real business results. Yet Pattern Beauty, founded by Tracee Ellis Ross after a decade of rejected pitches, is one of them. Recorded live at Brandweek, in this episode of Adspeak by ADWEEK, host Imani Ellis speaks with Christiane Pendarvis, Co-Chief Executive Officer at Pattern Beauty, and Kristen King, Executive Vice President and Managing Director of ATTN:. Together, they discuss how a challenger beauty brand leveraged culture, comedy, and community insight to achieve 50 million impressions and drive 200% growth in customer site traffic. What You'll Learn: How Pattern Beauty challenged outdated industry testing protocolsWhy comedy became the brand’s creative differentiatorHow a Girlfriends reunion cameo helped generate over a billion earned media impressions on a modest budgetWhat it means to build a brand where culture is the strategy About the Guests: Christiane Pendarvis is the Co-CEO at Pattern Beauty. Joining the brand a little over two years ago, Christiane has led Pattern through a key growth phase: spearheading mass awareness campaigns, overseeing the launch of Pattern Body, and pushing the beauty industry to rethink standards that have historically excluded textured hair consumers. Under her leadership, Pattern has landed in the top 10 fastest-growing beauty brands in social influence and overall brand popularity, while staying deeply rooted in the community it serves. Kristen King is the Executive Vice President and Managing Director of ATTN:. Kristen partnered with the Pattern Beauty team to develop the brand's breakout Pattern Lounge campaign, which repositioned Tracee Ellis Ross from model to facilitator, leaned into sitcom-style comedy, and incorporated the iconic Girlfriends reunion, all on a limited media budget. Her approach centers on creating work that earns cultural conversation rather than buying...

Reimagining Social Drinking in America’s THC Market with Jake Bullock

20 min

What if the next big opportunity in beverage marketing wasn't about alcohol, but about reimagining social drinking altogether? In this episode of Adspeak by ADWEEK, host Mark Stenberg speaks with Jake Bullock, co-founder and CEO of Cann, about building one of the fastest-growing names in the THC beverage space. Jake explains how Cann is redefining social drinking by creating low-dose, hemp-derived products designed for mainstream consumers. He discusses the challenges of marketing in a fragmented regulatory environment, why authentic influencer partnerships outperform traditional advertising, and how Cann balances e-commerce with expanding retail distribution.  The conversation also explores the rise of sober-curious consumers, the importance of taste in category adoption, and the company's strategy for scaling nationally through alcohol distribution channels. Jake shares valuable lessons on creating new consumer habits while navigating compliance, retail partnerships, and the future of adult beverages across the United States in an increasingly competitive and rapidly evolving consumer market.  What You'll Learn: How to Position a New Category in a Crowded Retail EnvironmentWhy Influencer Marketing Outperforms Direct Advertising in Cannabis EducationThe Regulatory Arbitrage Strategy for National ExpansionHow to Build a Subscription and Multi-Channel Revenue ModelThe "Sessionability" Framework for Adult Beverage InnovationHow to Navigate Venue Partnerships and Liability Complexity About the Guest: Jake Bullock is the co-founder and CEO of Cann, a pioneering cannabis beverage brand revolutionizing the adult drinking category through microdosed THC drinks. With deep expertise in cannabis product innovation, regulatory navigation, and brand building across fragmented state markets, Jake has scaled Cann from a niche dispensary product to a multi-channel consumer brand available in liquor stores nationwide. Host and Guest Resources: Jake Bullock on LinkedInCann WebsiteAD...

How Brands Can Help Save Lives: A Conversation with Jaymes Black

14 min

What if your brand could become a lifeline for LGBTQ+ youth in crisis? In this episode of Adspeak by ADWEEK, we turn the mic over to Jaymes Black, CEO of The Trevor Project. A nationally recognized LGBTQ+ advocate and nonprofit leader, Jaymes oversees the organization’s crisis intervention, research, education, advocacy, and peer support programs serving LGBTQ+ young people across the United States. Jaymes shares how brands can become powerful allies in suicide prevention by moving beyond sponsorships and embracing meaningful partnerships. They explore why LGBTQ+ youth mental health should be treated as a universal human issue, how authentic storytelling and celebrity engagement can amplify impact, and why visibility matters during moments of crisis.  From mobilizing corporate resources to building long-term trust, Jaymes offers a compelling look at how creativity, compassion, and collaboration can help create lifesaving outcomes for young people who need support the most. How to reframe corporate engagement from transactional to transformational Why depoliticizing LGBTQ+ youth mental health positions your brand as a defender of universal human valuesThe "Field Catalyst" framework for scaling impactHow to mobilize celebrity partnerships and authentic storytelling Why brand presence functions as a lifeline for at-risk youthHow to move from judgment to partnership with brands navigating fear and uncertainty About the Guest: Jaymes Black is CEO of The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ+ young people. With more than 20 years of leadership experience spanning the nonprofit, technology, and finance sectors. She has led teams at organizations including Family Equality, Charles Schwab, Sabre Corporation, and Northrop Grumman. Jaymes made history as The Trevor Project’s first Black and first nonbinary CEO and has been recognized by TIME, Out Magazine, and numerous advocacy organizations for their leadership and impa...

Balancing Brand Equity and Innovation with Jamie Warner and Trent Thacker

26 min

In this episode of Adspeak by ADWEEK, Jamie Warner sits down with Trent Thacker, Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence, to explore how iconic brands like AutoTrader and Kelley Blue Book consistently produce high-performing creative in an increasingly competitive media landscape. Trent shares Cox Automotive's research-first approach to campaign development, revealing how consumer tracking, competitive intelligence, and multi-stage testing help reduce risk while improving results. The conversation dives into why automotive advertising demands a different playbook, with consumers spending up to 100 days researching vehicles and relying heavily on informative content. Trent also explains how Cox Automotive is embracing AI, from generating animatics for rapid testing to creating AI-powered consumer personas, without losing the human judgment required to protect brand equity.  What You'll Learn: How to structure a creative development process that mitigates riskWhy the Information Score matters more than you think in automotive advertisingHow to use AI to accelerate creative iterations without sacrificing qualityThe strategic value of AI-powered generational personas for script refinementHow to protect brand equity while staying competitiveWhy cross-brand integration amplifies performance About the Guest:  Trent Thacker is the Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence at Cox Automotive, where he leads research and market intelligence initiatives for major consumer-facing brands including AutoTrader and Kelley Blue Book. With over a decade of experience at Cox Automotive and previous roles at Phillips and AT&T, Thacker has developed deep expertise in campaign development, consumer research methodologies, and creative testing across competitive markets. Jamie Warner is a highly motivated sales leader with...

John Solomon on Building Brand Momentum When Markets Turn Against You

30 min

How do you maintain brand momentum when tariffs spike, supply chains collapse, and private equity demands quick returns? In this episode of Adspeak by ADWEEK, Audrey Kemp sits down with John Solomon, Ex CMO at Therabody and currently CMO at Mozilla,  to explore how bold marketing decisions can drive growth during periods of uncertainty. Drawing on his experience leading marketing at Therabody, John shares why brands shouldn't automatically cut marketing spend during economic pressure and how strategic investments can create long-term momentum.  He explains the shift from thinking about brand versus performance marketing to demand creation versus demand capture, offering a framework that resonates with investors and leadership teams. John also discusses building specialist agency partnerships, developing an agile in-house creative studio, leveraging celebrity collaborations authentically, and measuring both hard and soft marketing metrics.  From navigating tariffs and supply chain disruptions to making asymmetric bets on innovation, this conversation offers practical lessons for ambitious marketers leading through change.  What You'll Learn: How to reframe marketing budgets to private equity stakeholders by shifting language from "brand marketing vs. performance marketing" to "demand creation vs. demand capture" Why cutting performance marketing spend instead of brand spend is the counterintuitive move that allows retailers to thrive  The asymmetric bet framework for pitching bold creative ideasHow to build a specialist agency model instead of relying on an all-knowing AORThe in-house creative studio strategy for content velocity How to use science-backed differentiation as a moat in crowded categoriesWhy measuring soft metrics alongside hard KPIs matters for stakeholder confidence About the Guest: John Solomon is the ex-Chief Marketing Officer at Therabody and currently CMO at Mozilla. He brings over 15 years of experience in navigating complex market challenges, fr...

How Jen Zeszut Built a Mac and Cheese Brand by Out-Weirding Industry Giants

33 min

What if your biggest competitive advantage wasn't outspending your CPG rivals, but out-weirding them? In this episode of Adspeak by ADWEEK, host Rebecca Stewart sits down with Jen Zeszut, CEO and founder of Goodles, to explore how a bootstrapped startup transformed one of the most established categories in grocery retail. Jen shares why taste, not health claims, became the foundation of the brand, how bold creativity helped Goodles compete against industry giants, and why taking calculated risks often delivers bigger rewards than playing it safe.  The conversation covers building a mission-driven culture, creating marketing that sparks attention and conversation, and scaling a business without relying on traditional agency support. Jen also reveals the unconventional tactics that helped Goodles win retail distribution, grow rapidly, and turn mac and cheese into a cultural phenomenon while staying focused on joy, purpose, and innovation.  What You'll Learn: How to identify billion-dollar opportunities in "sleepy" categoriesThe "Lead with Yum" principle for health-forward productsWhy you must out-weird competitors when you can't out-spend themHow to build a category-growth motion, not just share-stealingThe operational mandate for scaling creative cultureHow to navigate retail without industry connections About the Guest: Jen Zeszut is the Founder and CEO of Goodles, the fast-growing CPG brand reinventing the mac and cheese category through bold branding, nutritional innovation, and unconventional marketing. A seasoned business leader and product marketer, she has more than 15 years of experience driving brand growth, launching products, and leading high-performing teams. Having founded four companies across software and consumer goods, Jen combines creative thinking with strategic execution to build mission-driven brands that challenge convention and deliver extraordinary results. Guest Resources: Jen Zeszut on LinkedInGoodles WebsiteADWEEK Website  Hosted on Acast....

Turning Sunscreen Into a Lifestyle Brand: Lessons from Roy Fleeman

21 min

In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to explore how Vacation transformed sunscreen from a functional necessity into an immersive lifestyle brand. Roy shares how the team uses nostalgia, sensory design, and meticulous attention to detail to create products that feel joyful and collectible. They discuss why brands should be informed by trends without being defined by them, how packaging can become a powerful storytelling tool, and why designing every customer touchpoint matters. From fragrances and campaign concepts to shipping experiences and social content, Roy reveals how Vacation builds cultural relevance by creating moments that customers want to share, remember, and revisit long after their vacation-inspired purchase. What You'll Learn: How to reposition a commodity category by identifying emotional gapsThe "This Not That" design framework for authentic brand differentiationWhy broad nostalgia outperforms decade-specific retro aestheticsHow to weaponize packaging inconsistency as a collectibility strategyThe power of hyper-specific moment marketing to drive product narrativeHow to design every touchpoint as an immersive brand experience About the Guest: Roy Fleeman is VP of Design at Vacation, the leisure-enhancing sunscreen brand that's revolutionizing how consumers think about sun protection. With a background in advertising and brand design, Roy has spearheaded Vacation's distinctive visual identity, transforming sunscreen from a clinical necessity into a coveted lifestyle product through meticulously crafted packaging, nostalgic aesthetics, and immersive brand experiences. Guest Resources: Roy Fleeman on LinkedInVacation Inc WebsiteADWEEK Website  Hosted on Acast. See acast.com/privacy for more information.

The Future of Advertising Is Predictive: How Deep Learning Is Transforming Marketing with Jeremy Fain

18 min

In this episode of Adspeak by ADWEEK, Jeremy Fain, CEO and Co-founder of Cognitiv, explores how deep learning is reshaping the future of advertising. Jeremy explains why the true power of AI in marketing comes from leveraging massive data sets, predictive algorithms, and real-time optimization, not just generative tools. He breaks down how marketers can use first-party data, granular audience signals, and continuous learning loops to improve targeting, personalize creative, and drive stronger campaign outcomes.  From predicting creative performance before impressions are purchased to unlocking incremental gains at scale, Jeremy shares how brands can turn AI into a competitive advantage and help marketing teams operate more effectively in an increasingly data-driven advertising landscape. What You'll Learn: Why deep learning is fundamentally a big data problem, not a creative toolHow to position media as the middle, not the end of your marketing processThe log-level data framework for maximum algorithm performanceHow to predict creative performance before you buy the impressionThe competitive advantage of 3% incremental improvements at scaleHow to deploy AI as an efficiency multiplier, not a headcount reducer About the Guest: Jeremy Fain is the CEO and Co-Founder of Cognitiv and a thought leader in AI and deep learning applications for advertising, known for his expertise in leveraging machine learning to optimize marketing performance and campaign targeting. With a background in interactive marketing and experience at firms like Digitas, he has pioneered approaches to applying deep learning algorithms specifically to advertising data, moving beyond generative AI to unlock the full potential of first-party data and consumer behavior prediction. His work at Cognitiv has demonstrated measurable improvements in campaign efficiency and creative performance, making this conversation essential for marketing leaders seeking to stay competitive through data-driven innovation...

The $1 Trillion Question: Why Brands Are Still Underinvesting in Women’s Sports

31 min

In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at Adweek, sits down with Wes Felix, Co-Founder of Always Alpha and Co-Founder and CEO of Saysh; Allyson Felix, Co-Founder of Always Alpha, Co-Founder and President at Saysh, and International Olympic Committee Member; and Cosette Chaput, CEO and Co-Founder of Always Alpha, to explore why women’s sports represents one of the biggest untapped opportunities in marketing. The conversation examines how female athletes drive stronger purchase intent and deeper engagement than traditional influencers, why brands must move beyond sponsorship checkboxes, and how authentic storytelling creates lasting connections.  They discuss Allyson’s journey building Always Alpha, the future of women’s sports marketing, and why LA 2028 could redefine brand investment in female athletes. What You'll Learn: Why the 2.8x Purchase Intent Gap ExistsHow to Reframe KPIs Away from Vanity MetricsThe "Listen Deeply" Principle for Unlocking Authentic PartnershipsWhy "Bundling" Female Athletes Destroys Individual ImpactThe Difference Between Women's Sports Marketing and Traditional Sports MarketingWhy LA 2028 Is Your Make-or-Break Moment About the Guests: Allyson Felix is a co-founder of Always Alpha and an Olympic track and field athlete with four Olympic appearances and six gold medals. Her advocacy for maternal protections in sports contracts transformed industry standards and sparked the creation of Always Alpha, an agency dedicated to representing female athletes authentically. In this episode, she shares her journey from Nike sponsorship to founding a talent management firm that celebrates athletes as whole people, providing strategic insights for brands seeking genuine connection with female consumers through partnership with women in sports. Wes Felix is a co-founder of Always Alpha and a strategic advisor in sports marketing with deep expertise in athlete representation and brand partnerships. With a background i...

How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt

22 min

In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands.  The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust. What You'll Learn: How to own your distribution instead of renting itWhy editorial independence is your competitive moatThe "quality of impression" framework over quantity metricsHow to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization Why video and creators are the only sustainable content betsHow to use AI as a force multiplier, not a replacement: About the Guest: Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide.  Guest Resources: Jonathan Hunt on LinkedInHubSpot WebsiteMike Beyman on LinkedInADWEEK Website Hosted...

Beyond QR Codes: Matty Beckerman on the Future of Interactive Media

17 min

In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail.  Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases. What You'll Learn: How to eliminate QR codes from campaigns by leveraging advanced computer vision AI Why TV measurement has become your biggest competitive advantageThe White Label Lens Framework for custom brand ecosystemsHow to convert passive viewing into active commerceThe measurement dashboard strategy for proving ROIWhy live sports and entertainment events represent your 2026 growth opportunity About the Guest: Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable. Guest Resources: Matty Beckerman on LinkedInIRCODE WebsiteRyan Joe on LinkedInADWEEK Website Hosted on Acast. See acast.com/privacy for more information.

Influencer Marketing Is Broken: How Billion-Dollar Brands Can Fix It at Scale

27 min

In this episode of Adspeak by ADWEEK, Keith Bendes, Chief Strategy Officer at Linqia, and Denise Vitola, Founder and CEO of Vitola Strategies, explore how enterprise brands can move influencer marketing from a tactical experiment into a scalable growth engine. They discuss the challenges of building internal alignment, earning stakeholder buy-in, and creating measurement frameworks that prove real business impact.  The conversation dives into why creator content should extend far beyond social posts, how brands can repurpose influencer assets across channels, and what regulated industries need to consider when balancing creativity with compliance. From ROI measurement to campaign strategy, Keith and Denise share how the biggest brands can build smarter, more integrated influencer programs that drive lasting value. What You'll Learn: How to secure stakeholder buy-in through internal educationThe "Influencer Everywhere" frameworkHow to prove ROI through four core measurement pillarsWhy "crawl before you walk and run" with regulated industriesHow to design integrated campaigns for earned mediaThe RFP framework for selecting the right influencer partner About the Guests: Keith Bendes is Chief Strategy Officer at Linqia, the leading independent influencer marketing agency, where he shapes client strategy, go-to-market initiatives, and industry thought leadership. He works with senior marketing leaders at global brands to build influencer programs that connect creator content with measurable business outcomes across strategy, content, amplification, and measurement. A recognized voice in the creator economy, Keith co-hosts Creator Economy Live, contributes to Forbes, is a LinkedIn Top Voice, and speaks at major industry events, including Brandweek, SXSW, and Cannes. He also writes The Art of Influence newsletter, exploring how brands build influence in the evolving social landscape. Denise Vitola is a health and wellness marketing expert, award-winning digital communicat...

The Future of Auto Marketing: Building Brands Through Human Connection Today

26 min

In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity.  The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace.  What You'll Learn: How to redefine brand as an emotional asset, not a product featureWhy accessibility and trust are becoming the primary drivers of brand loyalty The "Subway Map" media strategy that replaces outdated funnel thinkingHow to build community through peer-to-peer experiences and transparency Why brand DNA preservation and modernization aren't mutually exclusiveHow to position your brand for 2030 by prioritizing customer experience over customer service About the Guests: Doug Zarkin is the Chief Marketing Officer of Take 5 Oil Change, where he built the company's first modern marketing organization and helped accelerate growth for the $1.4 billion automotive services brand. Throughout his career, Doug has led brand transformation initiatives for some of the world's most recognized consumer, retail, hospitality, healthcare, and franchise brands, including Pearle Vision, Victoria's Secret PINK, W Hotels, CoverGirl, Reebok, Warner Bros., and the NHL. He is also the bestselling author of Moving Your Brand Out of the Friend Zone...

Building Cultural Moments That Outlive the Product with Jermaine Dupri

23 min

In this episode of Adspeak by ADWEEK, host Jesse Kirshbaum, Chief Executive Officer of Nue Agency, sits down with Jermaine Dupri, Songwriter Hall of Famer, Grammy Award-winning producer, and founder of the So So Def recording label, to explore the intersection of culture, creativity, and marketing. Jermaine shares how he has built iconic cultural moments by creating immersive worlds around artists, brands, and ideas, from the Kriss Kross phenomenon to innovative partnerships. He explains why authentic connections to culture and audience proximity are essential for effective marketing, and how identifying unmet needs can uncover powerful business opportunities.  The conversation also examines the role of trusted mentors and gatekeepers in an AI-driven era, emphasizing that technology should support, not replace, intentional, heartfelt creativity. Jermaine argues that unconventional thinking remains the ultimate competitive advantage.  What You'll Learn: How to Build a "Vibe" Around Every ProductThe Source-First Strategy for Brand PartnershipsWhy "Doing Something New" Requires Hiring DifferentlyHow to Identify White Space in Culture and MarketsThe Peacock Effect in MarketingWhy Gatekeeping and Trusted Expertise Are Making a ComebackAI as a Tool, Not a Replacement for Heart About the Guest and Host: Jermaine Dupri is a Grammy Award-winning producer, songwriter, rapper, entrepreneur, and founder of So So Def Recordings. A pioneering force in Atlanta's rise as a music powerhouse, he first gained national attention after discovering and producing Kriss Kross's chart-topping hit “Jump.” Over a career spanning four decades, Dupri has helped shape the sound of hip-hop and R&B through collaborations with artists including Mariah Carey, Usher, Janet Jackson, Bow Wow, Da Brat, and Jagged Edge. Inducted into the Songwriters Hall of Fame in 2018, he is widely recognized for blending creative vision, artist development, and cultural influence to build enduring brands and iconic mu...

The Experience Economy of Sports Marketing with Steve Koonin

19 min

In this episode of Adspeak by ADWEEK, host Rich Battista, Executive Chairman at ADWEEK,  sits down with Steve Koonin, CEO of the Atlanta Hawks and State Farm Arena, to explore how marketing can transform a sports franchise into a cultural institution. Steve shares how the Hawks built one of the NBA’s most engaged fan bases by focusing on experience, community, and audience relevance rather than relying solely on wins and losses.  He explains why adding “game experience” as a third business pillar creates loyalty that survives performance fluctuations, how a single piece of content can be repurposed into hundreds of platform-native assets, and why empowering creative teams leads to breakthrough campaigns. The conversation also highlights the power of focus, community investment, and place-based marketing in an increasingly fragmented media landscape.  What You'll Learn: How to position game experience as an advantage when on-court performance lagsWhy audience denial is a business killerThe three-pillar blueprint for sports marketingHow to activate younger audiences through platform-native creativityWhy focus is the marketer's most feared wordHow to build long-term brand equity through controlled risk-takingThe underrated opportunity in place-based marketingHow to leverage community impact as a brand platform About the Guest and Host: Steve Koonin is the CEO of the Atlanta Hawks and State Farm Arena, where he oversees the organization's business, financial, and strategic operations. A lifelong Atlantan and accomplished marketing executive, he previously held leadership roles at The Coca-Cola Company and Turner Broadcasting. Since joining the Hawks in 2014, Koonin has transformed the franchise into a leader in fan experience, community impact, and innovation. He is a recipient of the Atlanta Sports Council Lifetime Achievement Award and SportsBusiness Journal's Sports Executive of the Year.  Rich Battista is a veteran media, entertainment, and sports executive with a d...

The Strategy Behind USA Today Co.'s Big Identity Shift with Kristin Roberts and Lark-Marie Anton

17 min

In this episode of Adspeak, host Mark Stenberg is joined by Lark-Marie Anton, Chief Communications and Brand Officer, and Kristin Roberts, President of Media at USA Today Co., to unpack the company's landmark transition from Gannett to USA Today Co. and what it signals for the future of publishing in the AI era. The conversation explores how unifying more than 200 local media brands under a single trusted identity strengthens audience recognition, advertiser value, and AI attribution.  Lark-Marie and Kristin discuss the research behind the rebrand, the company's unique local-to-national reach, and how proprietary tools like Deeper Dive help keep audiences engaged within trusted publisher ecosystems. They also examine AI partnerships, evolving search behavior, and why a strong, recognizable brand may be a publisher's most valuable asset in an increasingly AI-driven media landscape.  What You'll Learn: How to leverage brand consolidation as a defensive strategy against AI answer engines Why data-driven brand decisions outweigh aesthetic rebrandsThe "Local-to-National Platform" positioning  for capturing advertiser attention How to embed proprietary AI tools (like Deeper Dive) as brand moats The negotiating leverage principle for AI partnershipsWhy internal narrative alignment matters as much as external branding About the Guests: Lark-Marie Anton is Chief Communications and Brand Officer at USA TODAY Co., where she leads communications and brand strategy in support of the company’s mission to strengthen local communities. With more than two decades of experience in strategic communications and integrated marketing, she has held senior leadership roles at Hertz, Verizon, Loews Hotels, and Aura, and previously served in New York City Mayor Michael Bloomberg’s administration. A recognized communications leader, she serves on multiple nonprofit and educational boards and was named one of Ragan’s Top Women in Communications.  Kristin Roberts is President of USA TODAY Media...

AI and Advertising: Protecting Creativity in an Automated World with Jim Cowsert and Kim Einan

21 min

On this episode of Adspeak by ADWEEK, host Kim Einan sits down with Jim Cowsert to unpack how AI is transforming advertising without sacrificing creativity, trust, or brand identity. Jim explains how brands can use AI to strengthen insights, improve consistency, and personalize campaigns at scale while still preserving the emotional nuance that only humans can provide. Together, they explore the dangers of “apathy in using AI,” why generic AI-driven work weakens differentiation, and how brands can build stronger creative briefs by feeding proprietary brand DNA into AI systems. The conversation also covers bias mitigation, human review loops, audience testing, and why skeptical, curious talent will define the future of AI-powered marketing.  What You'll Learn: How to position AI as a creative amplifier, not a replacementWhy "apathy in using AI" is the real enemyThe pattern-breaking framework for differentiationHow to audit and remediate AI bias proactivelyWhy brand-specific guardrails are non-negotiableThe three-to-five-year vision: balancing technology with human touch About the Guests: Kim Einan is a proven leader with 25 years of agency experience, known as a brave change agent who pursues opportunities with energy and rigor, and as a supportive coach who creates a safe and inclusive space for her team to grow. As Chief Strategy Officer at OMD, she is passionately dedicated to ensuring alignment between brand and media strategies across the entire marketing ecosystem and inspiring others to re-imagine what’s possible in order to unlock new sources of growth for clients. Jim Cowsert is the VP of Enterprise Brand, Advertising, and Media at Voya Financial, bringing extensive expertise in creative strategy, AI integration, and brand differentiation within the highly regulated financial services sector. With a focus on leveraging artificial intelligence to enhance creativity while maintaining brand authenticity, Jim has pioneered approaches to AI-enabled production, br...

Wyclef Jean on Owning the Future of the Creator Economy

29 min

In this episode of Adspeak by ADWEEK, host Madeline Nelson sits down with Wyclef Jean and Jaeson Ma for a live conversation from BrandWeek about the future of the creator economy. The discussion explores how OpenWav is helping artists break free from streaming algorithms and traditional gatekeepers by enabling direct ownership of fan relationships, data, and revenue.  Wyclef and Jaeson explain why smaller, highly engaged communities are becoming more valuable than mass audiences, and how independent creators can build sustainable businesses through exclusive content, merchandise, and direct-to-fan experiences. The episode also examines what this shift means for brands seeking more authentic partnerships with creators and niche communities in 2026.  What You'll Learn: How the "1,000 True Fans" model generates more revenue than streaming platforms Why direct-to-fan commerce is the antidote to platform dependency The framework for building authentic engagement beyond clicksHow on-demand manufacturing and supply chain technology eliminate inventory barriers for independent creatorsWhy bigger isn't better in 2026, smaller, intentional communities drive higher monetizationHow brands can partner with OpenWav for competitions, exclusive drops, and co-branded initiatives About the Guests: Wyclef Jean is a legendary music artist and engineer with decades of experience navigating the music industry from independent artist to Grammy-winning performer. Known for co-founding The Fugees and pioneering independent production methods, Wyclef brings an invaluable perspective on artist empowerment and creative ownership. Jaeson Ma is the CEO at OpenWav and a tech investor and entrepreneur who founded ADA Rising, one of the fastest-growing independent digital music labels, and serves as a key architect behind OpenWav, a platform designed to empower artists through direct fan engagement and commerce. With expertise bridging technology, supply chain innovation, and creator economies, Ja...

From Passion Project to Pantry Staple: Brooklyn Peltz Beckham

17 min

In this episode of Adspeak by ADWEEK, host Zoe Ruderman, Chief Content Officer at ADWEEK, sits down with Brooklyn Peltz Beckham to unpack the unconventional strategy behind building Cloud 23 into a credible, long-term consumer brand. Rather than relying on celebrity hype, Brooklyn spent four years obsessing over product design, packaging, and quality to create a condiment brand built on authenticity and repeat purchase behavior.  He explains why organic growth matters more than launch spikes, how selective partnerships with brands like Airbnb and Whole Foods strengthened credibility, and why saying no to misaligned opportunities protected long-term brand equity. The conversation also explores founder-led storytelling, experiential marketing, and the importance of designing brands with generational legacy and multi-category expansion in mind from day one.  What You'll Learn: How to resist the vanity project trap by designing every detail yourselfWhy controlled growth beats explosive launchesThe partnership vetting framework that protects brand equityHow to leverage founder credibility strategically through experiential partnerships The repurchase metric as your north star for successWhy multi-category expansion with intentional rollout builds dynasty-worthy brands About the Guest: Brooklyn Peltz Beckham is the founder and creative director of Cloud 23, a premium condiment brand launched after four years of meticulous product development. With a background in photography and design, Brooklyn brings a distinctly creative approach to brand building, overseeing every detail from bottle design to ingredient sourcing.  Guest Resources: Brooklyn Peltz Beckham on InstagramCloud 23 Website Hosted on Acast. See acast.com/privacy for more information.

Beyond the Meat Stick: How Chomps Built a Brand with Emotional Bite

21 min

In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Stacey Hartnett, SVP of Brand and Marketing at Chomps, for a conversation recorded live at Brandweek. They explore the strategic journey of how a "scrappy startup" moved from a purely direct-to-consumer performance marketing play into a powerhouse brand that competes with industry giants. Stacey details how Chomps successfully shifted the perception of meat sticks from "mystery meat" to a high-quality protein staple by obsessing over their community and finding an unexpected primary audience: Zillennial moms. The discussion dives deep into the mechanics of scaling, including the evolution from functional messaging to emotional storytelling, the role of retail media networks like Amazon, and the brand's bold testing of high-impact cultural moments like Thursday Night Football. Packed with practical insights on research-led pivots and maintaining "social currency," this episode provides a blueprint for any brand looking to expand its reach without losing its core identity. What You'll Learn: How to transition from ROI-focused performance media to long-term branding.The strategy behind identifying and leaning into a surprising 70% female audience.How to evolve messaging from functional product attributes to emotional connection.The role of "experiential" marketing in taking tasks off your consumer’s to-do list.Testing high-impact media like the NFL and Dancing with the Stars.How to build brand loyalty that withstands the threat of private label competitors.About the Guests: Stacey Hartnett is the SVP of Brand and Marketing at Chomps, where she has spent over six years helping scale the brand from a niche D2C player to a major retail presence. With a background starting on the media side, she has been instrumental in navigating Chomps' disciplined growth, overseeing its transition into emotional storytelling and high-impact brand awareness campaigns. Under her leadership, Chomps has cultivated a dedicate...

The $15 Trillion Audience Marketers Still Treat Like An Afterthought

26 min

In this episode of Adspeak by ADWEEK, Jennifer Meehan joins 55+ creators Stewart Reynolds (Brittlestar) and Granny Guns for a sharp conversation on one of marketing’s biggest blind spots: older audiences. Despite controlling nearly half of global spending power, the 55+ demographic receives only a fraction of advertising investment. The discussion explores why older creators consistently outperform younger influencers in authenticity, trust, and cross-generational appeal.  Stewart and Granny Guns explain how genuine creator-brand alignment drives stronger engagement and purchase intent, while Jennifer highlights the industry’s outdated assumptions around aging consumers. The episode also examines how poor representation of older adults in advertising erodes trust and limits brand relevance. From redefining “aging” as “longevity” to embracing intergenerational influence, the conversation offers marketers a practical roadmap for connecting with audiences that brands have underestimated for far too long.  What You'll Learn: Why 55+ audiences control nearly 50% of global spending power but receive only 5-10% of marketing budget allocationHow to leverage older creators for intergenerational influenceThe trust multiplier effectHow to identify brand-creator alignment as the foundation of influencer marketing Why representation in advertising directly impacts brand trust erosionThe strategic repositioning framework About the Guests: Jennifer Meehan is an EVP of Brand Marketing at Edelman, specializing in demographic trends, consumer behavior, and inclusive marketing practices. With expertise in trust research and generational marketing, she has identified critical blind spots in how brands approach older audiences.  Granny Guns is a fitness influencer and sponsored athlete, recognized as the most followed older female athlete in fitness and the oldest sponsored female athlete globally. With 4.5 million followers across platforms, she transformed her fitness journey, startin...

Purpose and Practice: Transforming Health Brands for the Modern Consumer

30 min

In this episode of Adspeak by ADWEEK, host Jenny Rooney speaks with Jason White (Board Member at Caldera Arts), Lina Polimeni (SVP and CMO at Eli Lilly and Company), and Nita Danielle (Content Creator and Influencer) about how health brands can earn trust in a skeptical, consumer-driven world. The conversation explores why pharmaceutical marketing must move beyond clinical messaging toward authentic storytelling, cultural relevance, and human-centered brand building.  The guests discuss how AI can support personalization and operational efficiency without sacrificing authenticity, and why brands should participate in unexpected cultural spaces like sports, fashion, and entertainment to make health conversations feel more natural. They also examine the growing role of creators in destigmatizing wellness topics through honest, relatable storytelling. Packed with insights on positioning, personalization, and purpose-driven branding, this episode offers a modern blueprint for building health brands that consumers genuinely connect with.  What You'll Learn: How to position your health brand beyond category limitationsWhy AI should enhance authenticity, not replace it The "Unexpected but Necessary" cultural placement strategyHow to use creators and influencers to destigmatize health conversationsThe first-party data and personalization framework for pharma How 21 years of brand consistency reveals sustainable competitive advantage About the Guests: Lina Polimeni is the SVP and Chief Marketing Officer for Eli Lilly Consumer Division, bringing over 21 years of expertise in pharmaceutical marketing and brand transformation. With a background spanning from sales to digital marketing innovation, she has pioneered patient-centric strategies that reposition Lilly as a medicine company focused on human wellness rather than product transactions. Jason White is a Board Member at Caldera Arts, and he specializes in transformative brand strategy and creative campaigns that spark cult...

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