How do two disciplines that grew up misunderstanding each other start operating as genuine partners?

The shifts in media, influence and content discovery are profound. Media fragmentation, the embrace of creators and the rising importance of earned demand a whole new lens on how paid and earned practitioners work together as true partners. Easier said than done: the lens is different, the language is different and the lived experiences are different. But their relationship status is changing—with their impacts and outcomes more intertwined than ever.

So, what does a healthier partnership actually look like? Together, we’ll explore what it takes to bring paid and earned into a more productive relationship—from breaking down the assumptions and disconnects that have historically kept them apart to creating strategies where each discipline strengthens the other. Walk away with collective learnings on how agencies, practitioners and marketers can better connect paid and earned to build influence, amplify impact and drive stronger outcomes for brands.