In a world defined by volatility, disruption, and reinvention, that brands that lean into tension—not avoid it—are the ones that grow. Join Jeff Greenspoon, CEO at Kantar, for a candid conversation with ADWEEK exploring the paradoxes that drive enterprise success. From pricing power and cultural relevance to consistency and reinvention, Jeff will unpack how iconic brands have turned tension into transformation, and what CMOs can learn from their playbooks. Discover why brand strength is the ultimate crisis buffer, how disruption creates disproportionate value, and how senior leaders are reframing brand as a commercial growth engine—not just a creative flourish.