AGENDA SNAPSHOT
9:30 - 10:30am ET
A Taste of Brandweek
10:30 - 11:30am ET
Masterclass
11:30 - 3:00pm ET
Main Stage
3:00 - 4:00pm ET
Masterclass
4:00 - 5:00pm ET
A Taste of Brandweek
4:00 - 5:00pm ET
Experiences
AGENDA
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Inclusivity and Analytics - How Data Can Help Improve Your Brand’s Power
Jamie Moldafsky - Nielsen
Myron King - VMLY&R
Lina Polimeni - Eli Lilly and Company
Diversity, Equity, and Inclusion is more important than ever before, and a foremost part of a brand’s consciousness - whether it’s through internal programs, hiring, or even reaching a broad and diverse audience. Nielsen’s Chief Marketing & Communications Officer Jamie Moldafsky will highlight Inclusion Analytics which delivers unprecedented visibility into the gender, race, ethnicity and sexual orientation of talent appearing in TV programming and the audiences watching it. In this session, we will discuss how brands are finding more data-driven ways to be inclusive in their efforts to reach every consumer who interacts with them, and better represent the increasingly diverse population.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
1:50 PM — 2:05 PM ET
Main Stage
Why Influencer Marketing Is Going from $15bn - $85bn
Harriet Seitler - Course Hero/Whalar Board member
Brad Smallwood - Facebook/Whalar Board Member
Steven Wolfe Pereira - Encantos/Whalar Board Member
The last 18 months have seen influencer marketing come to the aid of the challenges marketers were facing with the need for more agile creative production solutions, a more diverse and inclusive communication strategy and embracing the growth and opportunities of TikTok. As a result, influencer marketing has become an ever increasingly core part of marketing strategies and with latest industry research predicting growth from $15bn - $85bn by 2028, there are no signs of it slowing. Hear from 4 industry veterans to get their viewpoints on what's driving this growth and how advertisers can best embrace the opportunities being created by this movement.
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Experiences
4:00 PM — 4:30 PM ET
Experiences
LIFE IS MAGIC
Don’t miss a very special session to wrap Day 1, as Jon Dorenbos recounts his amazing life story. Demonstrating world class magic, the former NFL player and America’s Got Talent finalist will engage, inspire and entertain while offering valuable life lessons along the way.
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:05 PM — 12:20 PM ET
Main Stage
Curiosity: The Fuel for Marketing Modernization and Brand Resilience
Jennifer Chase - SAS
Danny Wright - Adweek
As a new CMO, Jenn Chase’s first order of business was revitalizing SAS’ marketing organization for greater relevance – both internally and externally. Join Adweek Chief Brand Officer Danny Wright for a conversation with Chase about how activating curiosity helped her future-ready her organization, relaunch the SAS brand and create more meaningful connections with customers.
12:25 PM — 12:30 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
12:55 PM — 1:10 PM ET
Main Stage
Take Command of Your Brand: Long Term-Growth Requires a Balanced Marketing Strategy
Tina Wilson - Nielsen
Sherina Smith - American Family Insurance
Matt Steinmetz - Adweek
Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. In this session, Nielsen’s EVP, Marketing Analytics, Tina Wilson, and American Family Insurance’s VP, Marketing, Sherina Smith will sit down with Adweek's Matt Steinmetz, VP, Event Partnerships to discuss the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
1:15 PM — 1:35 PM ET
Main Stage
AT&T Answers the Call: The Unique Brand Story Behind FirstNet Built with AT&T
Jason Porter - AT&T Business
Kevin Peck - AT&T
Kellyn Smith Kenny - AT&T Communications
The AT&T brand has almost 100% brand awareness and is one of the company’s most valuable assets to attract customers. So, why would AT&T leave its most powerful asset to the side to create a purpose-driven brand that delivers on the unique needs of public safety professionals? In this session, AT&T’s Kellyn Smith Kenny (Chief Marketing & Growth Officer), Jason Porter (President - Public Sector & FirstNet) and Kevin Peck (Senior Vice President, Brand) will discuss how they’re serving an audience that depends on communications to save lives.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Experiences
4:00 PM — 4:30 PM ET
Workout
Stand Up and Move with NFL Legend Adrian Peterson, powered by the NFLPA
Adrian Peterson - NFLPA
Get your blood flowing and heart beating! Join us for an at-home virtual workout led by 7x All-Pro NFL Running Back Adrian Peterson. As the fifth-ranked rusher in league history, Adrian knows a thing or two about working out. Join us for this unique opportunity to see how an NFL legend trains. Start stretching now and see you then!
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to deliver curated goods at an optimized price point, and with that comes a unique box process. Part creative, part strategy, part merchadinsing—there's more that goes into designing a Box of Awesome than meets the eye. Join Bespoke Post's Chief Merchandising Officer, Michelle Zara Evans, as she details the innovative and data-driven way these unlike-any-other boxes come to life.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Focusing on Consumer and Community needs with Bevel
Girard Hardy - Bevel
Bevel is an award-winning brand focused on meeting the unique head-to-toe grooming needs of Black Men. Launched in 2013, Bevel has made a name for itself by relentlessly placing the consumer first in everything that we do. Learn how a sharp focus on the needs of our consumer & community enabled Bevel to respond quickly to the events of 2020.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Why MadTech is the Innovation of the Future
Ariel Kelman - Oracle
Becky Kimbro - Spurs Sports & Entertainment
Nadina Guglielmetti - The Vitamin Shoppe
In a business environment that is constantly changing, marketing leaders need to create lasting customer relationships, but that takes more than just understanding your customers. Leaders must be both innovative and integrated in their strategies to truly personalize CX. Join Oracle CMO, Ariel Kelman, Becky Kimbro, VP of Brand Engagement, Spurs Sports & Entertainment, and Nadina Guglielmetti, Vice President, General Manager, Marketing at The Vitamin Shoppe to learn how to bring advertising and marketing together into a madtech strategy you can apply to your business.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Power of Purpose and Authentic Consumer Relationships
Kristin Harrer - Vans
Brands play a larger role in society today than ever before, requiring a new, different kind of effort to deeply connect with consumers and their communities. While daunting for some brands, Vans knows consumer relationships are built beyond the transaction. At Vans, we take pride in establishing deeper, 1:1 relationships with consumers driven by unique and authentic experiences. Join Kristin Harrer, Vans Global CMO, as she discusses an #OffTheWall approach to cultivating a consumer driven brand that is grounded in a clear set of core brand values, a 55-year old purpose and a unwavering commitment to fuel creative self-expression in communities all over the world. Learn also how Vans empowers, uplifts and stands up with its ambassadors, partners and communities to ensure their message is told on their terms.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Red Bull Racing CX Engineered for Max Speed
Ariel Kelman - Oracle
Oliver Hughes - Red Bull Racing Honda and Red Bull Technology
At a time when CX means everything, sellers and marketers alike say that CRM is still broken. Red Bull Racing Honda tackled this challenge by focusing on unrivaled fan engagement in both the physical and digital world. Join CMOs Ariel Kelman (Oracle) and Oliver Hughes (Red Bull Racing Honda) for a conversation about how Red Bull Racing Honda and Oracle teamed up to re-engineer the ultimate fan experience.
12:30 PM — 12:50 PM ET
Main Stage
In the Spotlight with Female Empowerment
Featuring: Kyle Andrew - Athleta
Terry Stanley - Adweek
More than ever, customers are looking for ways to connect with brands beyond the transaction. As a values-driven company, Athleta champions inclusivity and diversity and continues to drive its long focus of celebrating female empowerment through impactful brand storytelling, creativity and pro sports endorsements. In this session, hear from Kyle Andrew, Athleta’s Chief Brand Officer, about the marketing efforts and results her team produces, how she spearheads industry-wide change and inspiration, and the continued “Power of She” messaging that has deeply resonated with the brand’s female customers.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Fast Cars and The Big Positive
Jeremi Gorman - Snap, Inc.
In many communities around the world, people and leaders are experiencing a moment of collective optimism as businesses begin to re-open. Like a racecar on a track, it's possible and profitable to draft off this optimism to grow strong brands, happier and more productive teams, and a more positive industry. Guided by her lifelong love of cars, Jeremi Gorman, Chief Business Officer at Snap, Inc., will share her leadership mantra for scaling positivity, with personal stories, useful systems, and a drive down memory lane.
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:50 PM ET
Main Stage
Changing Cultural Ideals: Who and What We’ll Consider Fashionable and Beautiful Next
Ireland Baldwin - Screenwriter, Model and Activist
Seth Matlins - 160over90
Jeanne Yang - Anonymous Content
Beauty, gender, age, masculinity, femininity -- all social constructs to which we’ve given our collective allegiance for decades. What’s considered fashionable and beautiful and what is not, or what is culturally permissible and what is not, have long been based on the ideals and standards distributed to the many by only a few. But no longer. What is and will be seen as permissible, acceptable, masculine, feminine, appropriate, and cool, fashionable and beautiful is finally diversifying at an unprecedented clip. Tune into this session to discuss why, who and what are coming next with Jeanne Yang, manager-producer of Anonymous Content and A-list stylist for over 20 years; actress, model and fashion industry trailblazer, Ireland Baldwin; and Seth Matlins, EVP of Cultural Strategy & Insights at global marketing agency 160over90.
1:50 PM — 2:05 PM ET
Main Stage
The Future of Entertainment: Video Game Players
Jason Bunge - Riot Games
The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.
2:10 PM — 2:30 PM ET
Main Stage
The Power of Collaboration: In Conversation With e.l.f. Beauty CMO Kory Marchisotto
Kory Marchisotto - e.l.f beauty
Danny Wright - Adweek
e.l.f. Beauty was born to disrupt. The brand has dominated on TikTok, ventured into gaming, explored unexpected brand on brand partnerships and more. What makes it possible? Hear from e.l.f.’s CMO Kory Marchisotto to learn how the company aligns with like-minded disrupters to force multiply. You’ll learn how e.l.f. continues to find innovative ways to engage and entertain their community, moving far beyond traditional beauty boundaries. Join Adweek as we hear from e.l.f. Beauty’s CMO about how to lean into the power of collaboration to empower others and create new forms of self-expression that are e.l.f.ing disruptive.
2:30 PM — 2:45 PM ET
Main Stage
How Visible Built a Reputation as an Impact-Led Brand
Angie Klein - Visible
Earlier this year Visible, the digital prepaid offering from Verizon, welcomed its new CEO, Angie Klein, charged with leading its next stages of growth, disruption and innovation in the mobile world. In this session, Angie will explore how the brand remains driven by impact since its inception with efforts including , its recent Pride campaign, and a new pop-up in the Austin market centered around purpose-driven initiatives. She’ll also share tips and insights stemming from the ways Visible continues to differentiate itself ourselves from other legacy carriers, and why leading with purpose is core to its strategy for building an authentic community.
2:50 PM — 3:10 PM ET
Main Stage
How to Build Your Brand Equity Stack With Trust
Tariq Hassan - Petco
Lisa Granatstein - Adweek
Trusting a brand is more important today than ever, as consumers are more keen to purchase them over others. In this session, join Brand Genius honoree and Petco CMO Tariq Hassan who shares how the retailer upped its customer service game and brand equity with pet parents, and why trust will be increasingly important role as we digital transformation reimagines brand loyalty and value.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Customer Engagement Inspiration: Use Cases That Can Help Take Your Customer Engagement to the Next Level
Sara Spivey - Braze
Kalen Thornton - Gatorade
Michael Engleman - Showtime
Today’s brands are entering a new era of customer engagement. The swift digital transformation spurred on by the COVID-19 pandemic and the rise of a whole host of new marketing technologies, channels, platforms, and digital devices has made digital messaging and brand experiences central to modern marketing. But knowing how to take your customer engagement program to the next level can be a challenge, even for experienced marketers. There’s just too much noise and hype out there. To make it easier to find the right campaigns for your unique business needs, we’ve put together an exclusive collection of more than 40 impactful use cases, providing an unprecedented window into the digital campaigns being leveraged by today’s savviest brands to effectively activate, monetize, and retain their customers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Pivoting to Workleisure: How to Effectively Evolve Your Brand Identity
After the pandemic began, we knew the industry and consumer behavior would shift away from office attire and gravitate towards comfortable clothing that better fit our new reality of remote work. Harnessing a spirit of innovation and flexibility, we revamped our products and entire brand in just 45 days to focus on the future of workleisure, or the idea of improving traditional workwear to become more comfortable and adaptable without sacrificing a polished look. Ministry of Supply's Aman Advani will discuss how to effectively pivot your brand identity to meet the persisting demands of their new hybrid reality, and how to continue predicting trends within this unstable time.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: The Future of Functional Beverage
Creating innovative products that are functional and sustainable as well as accessible to the masses is the cornerstone of Soylent's success. Learn how Soylent, the original food tech company, went from a crowdfunded start-up to the leading plant-based complete nutrition brand ushering in the future of functional beverage. CEO Demir Vangelov will explore how Soylent mobilizes and engages its customer community to drive product innovation. Attendees will enjoy delicious, plant-based snacks and beverages, courtesy of Soylent.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Brand Building for the Modern F&B Consumer with BEHAVE
Mayssa Chehata - BEHAVE Candy
BEHAVE's founder Mayssa Chehata joins us to discuss her journey creating a brand and products to resonate with today's consumer. Brand voice, consumer profiles, and storytelling all come into play.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Simple Problems, Big Ideas: How QALO Built a Category-Defining Brand
Before 2013, the words ‘silicone wedding ring’ may not have meant much to you. Since then, QALO has pioneered an entire industry based on that very product, and QALO rings can be found on the hands of the world’s greatest athletes like LeBron James, Steph Curry, Dale Earnhardt Jr., Bryce Harper, and more. Join QALO CEO Gregg Angier to learn how solving a simple problem led to the creation of a category, and an active lifestyle brand that continues to remove barriers for its community.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Building a CPG Brand by Centering Cultural Storytelling
Emily Chan - Omsom
Since its launch in May 2020, Omsom has sold out 8 times, sold half a million starters, and been featured in everywhere from the Today Show to Vogue, Food & Wine, and The New York Times -- all 90% organically. Join Emily Chan, Omsom's Senior Marketing Director and founding team member, in conversation on building and growing a brand by centering marketing and content on cultural, personal storytelling first, and product storytelling second.
Networking
THE BRANDS OF THE FUTURE
Rather than reflect on the industry’s past, we must look to the future and the endless possibilities ahead. The global pandemic served as a great awakening, with consumer behaviors changing at warp speed and marketers reacting just as fast to meet them. Today, we invite brand leaders of tomorrow to take to the stage to discuss transformation and future-proofing your organization.
A Taste of Brandweek
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Melting Mouth’s Mind One Bite at a Time
Bitextural snacking in connecting mouths and minds. Join us as we chat with Managing Director and CMO Russell Barnett who brought mochi ice cream to the masses as he continues to break new ground, add new ingredients, and snacking culture to win the category.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Developing The Culture Behind The North American Soccer Experience
The fastest-growing sports league in North America, Major League Soccer, is in the midst of its 26th season having just launched its 27th club in Austin. The League has experienced significant growth over the last 15 years, and the momentum continues on the road to the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico. Join MLS SVP of Brand and Integrated Marketing, David Bruce, to learn about how the League has defined the North American soccer experience – rituals, communities, and personalities – by creating a soccer culture unlike any other in the world.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Evolving Retail: How Foot Locker is Changing the Traditional Retail Journey
Francine Feder - Foot Locker
Join Francine Feder, the Vice President of Consumer Connections at Foot Locker, Inc. to learn how the brand’s evolved a traditional retail journey into an omni-channel universe over the past few years. Fran’s teams drive demand creation and build concept-forward offense that taps into Gen Z consumers passion points every day. The company’s approach to 360 marketing on a 24/7 turn was met with challenges during the COVID-19 pandemic, as teams generated new strategies to drive heat within a digital landscape that was inundated and over saturated in a way we had never seen before. The agenda: create authentic moments for trusted influencers to speak directly to audiences and introduce consumers back to experiential during a critical period as restrictions shift and cities try to recover. Understanding how we engage will be key with a new outlook post-COVID.
*At Capacity
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Why Classical Marketing Is Failing, and How Quantum Marketing Is the Answer
Raja Rajamannar - Mastercard
Shannon Miller - Adweek
Unprecedented disruption has required marketers to reimagine longstanding strategies given accelerated changes in consumer needs and the consumer experience. In his Wall Street Journal Best Selling Book, "Quantum Marketing," Mastercard's Raja Rajamannar unpacks this notion by describing the four historical paradigms of marketing and contends that the industry is now entering its ‘fifth paradigm’ – a revolutionary age demanding the prioritization of new technologies and the re-imagination of the concepts of brand and loyalty. Join Raja Rajamannar as he shares actionable insights on inspiring and achieving breakthrough work and navigating the challenges of marketers in a modern business, and his predictions around how the fifth paradigm of marketing will unfold.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Serving the Public Conversation
Sarah Personette - Twitter
In 2020, marketers faced a moment of reckoning -- one that will continue to have lasting implications for years to come. As culture evolves and demands more from businesses, institutions, and society at large, the industry has a meaningful role to play in reimagining how we define brand safety. It is not only about the context in which our campaigns appear but the communities and shared values beneath them.
In this session join Adweek and Twitter's Sarah Personette and explore the journey of how we as marketers can go from a vision of safety limited to brands to one that emphasizes the evolution of humanity and how this can help us solve our most pressing business obstacles at their core.
12:30 PM — 12:50 PM ET
Main Stage
Representation Matters: Advocating for All
Featuring: Chad Easterling - Obsidianworks
Bobby Moore III - Obsidianworks
René Spellman - Obsidianworks
Danny Wright - Adweek
Along with actor and producer Michael B. Jordan, the team has been busy building out Obsidianworks, the marketing agency that fosters more inclusive storytelling for brands worldwide. In strategic partnership with 160over90 and global entertainment and sports leader Endeavor, the creative hub strengthens its commitment to addressing racial equality within the industry at large. Co-founders Jordan and Easterling, alongside CAA alum René Spellman and creative marketing veteran Bobby Moore III, each wear many hats to roll out the culture-powered marketing venture. Join us at Brandweek on Day 4 to hear from Easterling, Moore, Spellman on how best to combine voice and vision to provide authentic representation.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Leveraging First-Party Data in The Age of Privacy
Elizabeth Brennan - Permutive
We often hear about innovative, disruptive businesses having a wealth of data on their audiences versus traditional retailer-sold brands, but the truth is that all brands have the option to leverage data; they just need to know where to look and how to activate it. Brands looking to activate their owned data, no matter how much they have access to, and get closer to consumers need to look to publishers’ first-party data. In this session, join Elizabeth Brennan, Head of Advertiser Strategy at audience platform, Permutive, as she offers practical solutions for accessing publisher insights while protecting the needs and privacy of your customers.
Attend this session and learn:
· How to get close to your customers via First-Party Data and protect their privacy
· Why a data deficit doesn’t mean you can’t have an audience strategy
· Best practices for activating campaigns using publisher data
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
IKEA’s Blueprint for Success
Featuring: Umesh Sripad - IKEA
Robert Klara - Adweek
Long celebrated for its in-store customer experience, the Swedish furniture retailer has doubled down on its ecommerce strategy. Leading that effort is Chief Digital Officer Umesh Sripad, who joins Brandweek on Day 4 to share his blueprint for ramping up its omniplatform business.
1:50 PM — 2:05 PM ET
Main Stage
Walmart + The Trade Desk: When Unparalleled Data Meets Best-in-class Tech
Jed Dederick - The Trade Desk
Stephen Howard-Sarin - Walmart Connect
Walmart Connect is focused on expanding media touchpoints to help brands reach customers wherever they are browsing, shopping or engaging with content. To do this, they’ve partnered with The Trade Desk to launch The Walmart DSP, a programmatic demand-side platform that combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first-party omnichannel data. It’s going to help the brands of the future drive media performance outside of Walmart’s shopping sites. In this session The Trade Desk’s Jed Dederick and Walmart Connect’s Stephen Howard-Sarin will discuss what makes this partnership so powerful, delve into the key features of the new DSP, and talk through their shared vision for the future.
2:10 PM — 2:30 PM ET
Main Stage
Reimagining Leadership in the Digital Age
Bozoma Saint John - Netflix
Danny Wright - Adweek
Trailblazing brand marketing executive and change agent Bozoma Saint John is renowned for her unparalleled energy, transformative thinking, and innovative ideas. A true 3D corporate chess player, her marketing toolkit encompasses her experience across pop culture in entertainment, music, consumer packaged goods, fashion, sports and tech. In this session, join Adweek and Bozoma as she shares marketing secrets and insights from her career journey including how she made her own lane at brands including Pepsi, Apple, Uber and Endeavor, and why bringing her real self into the C-Suite gives her a unique edge and approach to leadership.
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Using AI To Effectively Traverse the Consumer Shopping Journey
Marta Cyhan-Bowles - Catalina
Faby Torres - PepsiCo
Jonathan Halvorson - Mondelez
Understanding how to apply ML/AI to the vast amount of data at our disposal is more important than ever -- especially since 80 percent of new media including social, video and email is unstructured. In order to connect with consumers seamlessly as they traverse their shopper journeys across channels, marketers need smart analytics, not just standout creative. In this Masterclass, explore the opportunity for marketers to balance breakthrough creative ideas with data-driven strategies that optimize results.
A Taste of Brandweek
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Beyond the Beverage: The Future of Consumables with Kin Euphorics
Culture is on precipice of a mental health revolution; “braincare” is the new self care. Consumer demands have shifted and the next generation of consumers is craving a new way to destress, re-calibrate, and rejuvenate. A host at her core, co-founder Jen Batchelor recognized a need for a functional drink that was sexy enough to drink at a bar, but strong and smart enough to drink at your own accord to better yourself. Kin Euphorics, launched in 2018, and has become the leading brand paving the way for the future of functional beverages with the most innovative ingredient stack in the business. Join Kin Euphorics Co-Founder and CEO Jen Batchelor for a groundbreaking discussion about how to build a brand from the inside out for the consumer of the future.
*At Capacity
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Go From Start-up to the #3 Bottled Coffee Drink in the US
Jake DeCicco - Super Coffee
Tori Hanna - Super Coffee
Learn how Super Coffee went from dormroom startup to the #3 bottled coffee drink, taking over shelves across the US. Jake will share key business insights on how Positive Energy enabled the company to scale while remaining opportunistic through challenging times. Jake will touch on the power of the Brands first national integrated Brand campaign with Add Something Positive, driving home the Brand ethos of removing the negatives and adding positives to your energy experience.
*At Capacity
Networking
Brand Genius Ceremony
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
THE BRANDWEEK LIFT DIVERSITY BUSINESS FAIR
The Brandweek Lift Diversity Business Fair presented by Amazon Advertising is tailored to provide essential advice and resources intended to empower and benefit underrepresented business leaders, and create space for companies to learn from, connect with and discover the gains of investing in businesses owned and led by diverse, equity-centered, and inclusive communities. Programming for the day will include inspiring conversations and informative workshops led by diverse business owners and industry experts that will support and identify growth opportunities that understand and meet the unique business needs of underrepresented communities, and offer a blueprint of best practices for brands, agencies and publishers on how to work with these businesses, build authentic and sustainable relationships and create impactful, inclusive work.
A Taste of Brandweek
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Creating Your Perfect Blend with Just Add Honey Tea Company
Sometimes your cup of tea would be better with a pinch of this, or a little bit of that… Let us help you create your perfect blend! Since 2006, just add honey has created loose leaf tea blends that are perfect for every palate.
In this class, you will learn:
-what is tea
-what is NOT tea
-how to create your perfect blend
-blend and spice up what you have at home
*At Capacity
10:00 AM — 10:30 AM ET
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand (Clone)
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Using Digital Marketing to Sell an Ancient Product
Tea has been enjoyed around the world for millennia. Learn how Brooklyn Tea uses digital tools to keep their audiences engaged and excited about this seemingly ubiquitous product. In this session, you will experience:
• A brief history of tea
• How tea is enjoyed around the world
• Tactics to engage a digital audience
• Translating in-person customer service to the digital world
Main Stage: 11:00 AM — 1:30 PM ET
11:00 AM — 11:10 AM ET
Main Stage
Adweek Opening Remarks
Featuring: Danny Wright - Adweek
Maggie Zhang - Amazon Advertising
Welcoming remarks and a look at the event.
11:10 AM — 11:30 AM ET
Main Stage
Breakout Session: Redefining Support for Minority-owned Businesses
Featuring: Jamie Lomas - Amazon Advertising
Meghna Majmudar - ReadySet
Evelyn Rusli - Yumi
Minority-owned businesses face many of the same challenges as any other business, but with the additional challenge of gaining access, resources and support along the way. Meghna Majmudar, Head of Executive & Leadership Engagement for Ready.Set, will host this fireside chat with Jamie Lomas, Vice President of Advertising Sales at Amazon; and Evelyn Rusli, Co-Founder and President/CMO at Yumi as they discuss what collaboration can and should look like between brands and diverse businesses. Hear experiences on successfully building these businesses and brand connections and what’s needed to better support minority-owned businesses in the future.
11:30 AM — 11:50 AM ET
Main Stage
Building Inclusive Communities
Featuring: Tiffany Warren - Sony Music Group
Shannon Miller - Adweek
Authentic and sustainable relationships create impactful work. In doing this, brands keep in mind the importance of inclusivity, diversity, and change within the industry. Join Adweek as we hear from Tiffany Warren, EVP, Chief Diversity & Inclusion Officer of Sony Music Group and Shannon Miller, Creative and Inclusion Editor of Adweek, as they hone in on the initiatives their companies are taking to support and prioritize diversity centered businesses, as well as recommendations for further action the industry as a whole can capitalize on.
11:55 AM — 12:15 PM ET
Main Stage
Building Inclusive Communities
Featuring: Gastón Taratuta - Aleph Holding
Steven Wolfe Pereira - Encantos/Whalar Board Member
Authentic and sustainable relationships create impactful work. In doing this, brands keep in mind the importance of inclusivity, diversity, and change within the industry. Join Adweek as we hear from Gastón Taratuta, Founder & CEO of Aleph Holding and Steven Wolfe Pereira, CEO & Co-founder of Encantos, as they hone in on the initiatives their companies are taking to support and prioritize diversity centered businesses, as well as recommendations for further action the industry as a whole can capitalize on.
12:20 PM — 12:40 PM ET
Main Stage
Building Inclusive Communities
Featuring: Gonzalo Del Fa - GroupM Multicultural
Claudia Edelman - We Are All Human
Authentic and sustainable relationships create impactful work. In doing this, brands keep in mind the importance of inclusivity, diversity, and change within the industry. Join Adweek as we hear from Claudia Edelman, Founder of Weareallhuman and Gonzalo Del Fa, President of GroupM Multicultural in this interview-style format as they hone in on the initiatives their companies are taking to support and prioritize diversity centered businesses, as well as recommendations for further action the industry as a whole can capitalize on.
12:45 PM — 1:05 PM ET
Main Stage
In Conversation With Global Icon Jennifer Lopez
Featuring: Jennifer Lopez - JLO Beauty
Join fashion, film and music icon Jennifer Lopez, Adweek’s 2021 Brand Visionary award honoree, for an intimate conversation with Chief Content Officer Lisa Granatstein. Hear how Jennifer’s limitless talents transformed the entertainer into an entrepreneur with a billion-dollar empire that include collabs with Coach, DSW and Dolce & Gabbana, as well as this year launching JLo Beauty, blazing trails and partnering with Goldman Sachs’ 10,000 Small Businesses program in support of Latina entrepreneurs.
1:05 PM — 1:10 PM ET
Main Stage
Adweek Closing Remarks
Featuring: Danny Wright - Adweek
Maggie Zhang - Amazon Advertising
Thank you for joining!
Workshops: 1:30 PM — 2:30 PM ET
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |||
|---|---|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |  | Sharon Lee Thony - Fiverr |
| Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business | |||
|---|---|---|---|
| 1:30 PM - 2:30 PM | The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.” |  | Marvet Britto - The Britto Agency |
| Finding Funding…and Build and Strengthen Your Investment Strategies with Denmark West | |||
|---|---|---|---|
| 1:30 PM - 2:30 PM | In this workshop, Denmark West (with special guests) will give you the tools to attract investment in your company…and your future. In addition to his role as Partner at Merus Capital, Mr. West is a founding partner of Connectivity Ventures Fund, an early stage and mission-oriented fund investing in a future that is more female, colorful, conscious and connected, where he currently serves as Chief Investment Officer. With an illustrious career that includes pivotal roles at Viacom/BET and Microsoft, and a passion for speaking on technology trends and financial markets, Mr. West’s proven track record and expertise has made him a highly sought-after speaker, and has appeared on The Today Show, CNBC, Al Jazeera and CCTV. Mr. West is a strategic advisor to the USO and the National Basketball Players Association, the union for NBA players. He is an operating advisor to K1 Investment Management, a private equity fund focused on enterprise software with over $1B AUM and Culture Shift Labs, an innovation and inclusion consultancy. He is also a member of the board of directors for DPCM (NYSE: XPOA), SOCAP Global, Questbridge, and Mirror Digital. Come prepared to take notes, ask plenty of questions and make beneficial connections with Denmark and his guests, along with your fellow entrepreneurs! |  | Denmark West - Merus Capital |
Presented by
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Featuring: Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
1:30 PM — 2:30 PM ET
Workshop
Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business
Featuring: Marvet Britto - The Britto Agency
The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.”
For nearly three decades, Marvet Britto, has used her natural gift and razor-sharp instincts to elevate an impressive roster of talent and brands into well-known and respected names with global reach. Her vast and diverse breadth of work includes names like Mariah Carey, Essence Magazine, Bishop TD Jakes, Charlamagne Tha God, Motorola, Wheels Up, the island of Anguilla, Martell Cognac and so many more.
In this workshop, Marvet will guide you to identify your “Hand Print” — the determining factor that leaves a lasting impression with clients, associates and prospective business connections — and how to utilize it to market yourself and your business optimally in an ever-changing business and social landscape.
Come prepared to take notes, ask plenty of questions and make beneficial connections with Marvet and a community of business owners like yourself!
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Networking
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Networking
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to deliver curated goods at an optimized price point, and with that comes a unique box process. Part creative, part strategy, part merchadinsing—there's more that goes into designing a Box of Awesome than meets the eye. Join Bespoke Post's Chief Merchandising Officer, Michelle Zara Evans, as she details the innovative and data-driven way these unlike-any-other boxes come to life.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Focusing on Consumer and Community needs with Bevel
Girard Hardy - Bevel
Bevel is an award-winning brand focused on meeting the unique head-to-toe grooming needs of Black Men. Launched in 2013, Bevel has made a name for itself by relentlessly placing the consumer first in everything that we do. Learn how a sharp focus on the needs of our consumer & community enabled Bevel to respond quickly to the events of 2020.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Power of Purpose and Authentic Consumer Relationships
Kristin Harrer - Vans
Brands play a larger role in society today than ever before, requiring a new, different kind of effort to deeply connect with consumers and their communities. While daunting for some brands, Vans knows consumer relationships are built beyond the transaction. At Vans, we take pride in establishing deeper, 1:1 relationships with consumers driven by unique and authentic experiences. Join Kristin Harrer, Vans Global CMO, as she discusses an #OffTheWall approach to cultivating a consumer driven brand that is grounded in a clear set of core brand values, a 55-year old purpose and a unwavering commitment to fuel creative self-expression in communities all over the world. Learn also how Vans empowers, uplifts and stands up with its ambassadors, partners and communities to ensure their message is told on their terms.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Red Bull Racing CX Engineered for Max Speed
Ariel Kelman - Oracle
Oliver Hughes - Red Bull Racing Honda and Red Bull Technology
At a time when CX means everything, sellers and marketers alike say that CRM is still broken. Red Bull Racing Honda tackled this challenge by focusing on unrivaled fan engagement in both the physical and digital world. Join CMOs Ariel Kelman (Oracle) and Oliver Hughes (Red Bull Racing Honda) for a conversation about how Red Bull Racing Honda and Oracle teamed up to re-engineer the ultimate fan experience.
12:30 PM — 12:50 PM ET
Main Stage
In the Spotlight with Female Empowerment
Featuring: Kyle Andrew - Athleta
Terry Stanley - Adweek
More than ever, customers are looking for ways to connect with brands beyond the transaction. As a values-driven company, Athleta champions inclusivity and diversity and continues to drive its long focus of celebrating female empowerment through impactful brand storytelling, creativity and pro sports endorsements. In this session, hear from Kyle Andrew, Athleta’s Chief Brand Officer, about the marketing efforts and results her team produces, how she spearheads industry-wide change and inspiration, and the continued “Power of She” messaging that has deeply resonated with the brand’s female customers.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Fast Cars and The Big Positive
Jeremi Gorman - Snap, Inc.
In many communities around the world, people and leaders are experiencing a moment of collective optimism as businesses begin to re-open. Like a racecar on a track, it's possible and profitable to draft off this optimism to grow strong brands, happier and more productive teams, and a more positive industry. Guided by her lifelong love of cars, Jeremi Gorman, Chief Business Officer at Snap, Inc., will share her leadership mantra for scaling positivity, with personal stories, useful systems, and a drive down memory lane.
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:50 PM — 2:05 PM ET
Main Stage
The Future of Entertainment: Video Game Players
Jason Bunge - Riot Games
The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.
2:30 PM — 2:45 PM ET
Main Stage
How Visible Built a Reputation as an Impact-Led Brand
Angie Klein - Visible
Earlier this year Visible, the digital prepaid offering from Verizon, welcomed its new CEO, Angie Klein, charged with leading its next stages of growth, disruption and innovation in the mobile world. In this session, Angie will explore how the brand remains driven by impact since its inception with efforts including , its recent Pride campaign, and a new pop-up in the Austin market centered around purpose-driven initiatives. She’ll also share tips and insights stemming from the ways Visible continues to differentiate itself ourselves from other legacy carriers, and why leading with purpose is core to its strategy for building an authentic community.
2:50 PM — 3:10 PM ET
Main Stage
How to Build Your Brand Equity Stack With Trust
Tariq Hassan - Petco
Lisa Granatstein - Adweek
Trusting a brand is more important today than ever, as consumers are more keen to purchase them over others. In this session, join Brand Genius honoree and Petco CMO Tariq Hassan who shares how the retailer upped its customer service game and brand equity with pet parents, and why trust will be increasingly important role as we digital transformation reimagines brand loyalty and value.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Customer Engagement Inspiration: Use Cases That Can Help Take Your Customer Engagement to the Next Level
Sara Spivey - Braze
Kalen Thornton - Gatorade
Michael Engleman - Showtime
Today’s brands are entering a new era of customer engagement. The swift digital transformation spurred on by the COVID-19 pandemic and the rise of a whole host of new marketing technologies, channels, platforms, and digital devices has made digital messaging and brand experiences central to modern marketing. But knowing how to take your customer engagement program to the next level can be a challenge, even for experienced marketers. There’s just too much noise and hype out there. To make it easier to find the right campaigns for your unique business needs, we’ve put together an exclusive collection of more than 40 impactful use cases, providing an unprecedented window into the digital campaigns being leveraged by today’s savviest brands to effectively activate, monetize, and retain their customers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Pivoting to Workleisure: How to Effectively Evolve Your Brand Identity
After the pandemic began, we knew the industry and consumer behavior would shift away from office attire and gravitate towards comfortable clothing that better fit our new reality of remote work. Harnessing a spirit of innovation and flexibility, we revamped our products and entire brand in just 45 days to focus on the future of workleisure, or the idea of improving traditional workwear to become more comfortable and adaptable without sacrificing a polished look. Ministry of Supply's Aman Advani will discuss how to effectively pivot your brand identity to meet the persisting demands of their new hybrid reality, and how to continue predicting trends within this unstable time.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: The Future of Functional Beverage
Creating innovative products that are functional and sustainable as well as accessible to the masses is the cornerstone of Soylent's success. Learn how Soylent, the original food tech company, went from a crowdfunded start-up to the leading plant-based complete nutrition brand ushering in the future of functional beverage. CEO Demir Vangelov will explore how Soylent mobilizes and engages its customer community to drive product innovation. Attendees will enjoy delicious, plant-based snacks and beverages, courtesy of Soylent.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Brand Building for the Modern F&B Consumer with BEHAVE
Mayssa Chehata - BEHAVE Candy
BEHAVE's founder Mayssa Chehata joins us to discuss her journey creating a brand and products to resonate with today's consumer. Brand voice, consumer profiles, and storytelling all come into play.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Simple Problems, Big Ideas: How QALO Built a Category-Defining Brand
Before 2013, the words ‘silicone wedding ring’ may not have meant much to you. Since then, QALO has pioneered an entire industry based on that very product, and QALO rings can be found on the hands of the world’s greatest athletes like LeBron James, Steph Curry, Dale Earnhardt Jr., Bryce Harper, and more. Join QALO CEO Gregg Angier to learn how solving a simple problem led to the creation of a category, and an active lifestyle brand that continues to remove barriers for its community.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Building a CPG Brand by Centering Cultural Storytelling
Emily Chan - Omsom
Since its launch in May 2020, Omsom has sold out 8 times, sold half a million starters, and been featured in everywhere from the Today Show to Vogue, Food & Wine, and The New York Times -- all 90% organically. Join Emily Chan, Omsom's Senior Marketing Director and founding team member, in conversation on building and growing a brand by centering marketing and content on cultural, personal storytelling first, and product storytelling second.
Networking
THE BRANDS OF THE FUTURE
Rather than reflect on the industry’s past, we must look to the future and the endless possibilities ahead. The global pandemic served as a great awakening, with consumer behaviors changing at warp speed and marketers reacting just as fast to meet them. Today, we invite brand leaders of tomorrow to take to the stage to discuss transformation and future-proofing your organization.
A Taste of Brandweek
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Melting Mouth’s Mind One Bite at a Time
Bitextural snacking in connecting mouths and minds. Join us as we chat with Managing Director and CMO Russell Barnett who brought mochi ice cream to the masses as he continues to break new ground, add new ingredients, and snacking culture to win the category.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Developing The Culture Behind The North American Soccer Experience
The fastest-growing sports league in North America, Major League Soccer, is in the midst of its 26th season having just launched its 27th club in Austin. The League has experienced significant growth over the last 15 years, and the momentum continues on the road to the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico. Join MLS SVP of Brand and Integrated Marketing, David Bruce, to learn about how the League has defined the North American soccer experience – rituals, communities, and personalities – by creating a soccer culture unlike any other in the world.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Evolving Retail: How Foot Locker is Changing the Traditional Retail Journey
Francine Feder - Foot Locker
Join Francine Feder, the Vice President of Consumer Connections at Foot Locker, Inc. to learn how the brand’s evolved a traditional retail journey into an omni-channel universe over the past few years. Fran’s teams drive demand creation and build concept-forward offense that taps into Gen Z consumers passion points every day. The company’s approach to 360 marketing on a 24/7 turn was met with challenges during the COVID-19 pandemic, as teams generated new strategies to drive heat within a digital landscape that was inundated and over saturated in a way we had never seen before. The agenda: create authentic moments for trusted influencers to speak directly to audiences and introduce consumers back to experiential during a critical period as restrictions shift and cities try to recover. Understanding how we engage will be key with a new outlook post-COVID.
*At Capacity
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Upwork Masterclass
Session details to be announced.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Why Classical Marketing Is Failing, and How Quantum Marketing Is the Answer
Raja Rajamannar - Mastercard
Shannon Miller - Adweek
Unprecedented disruption has required marketers to reimagine longstanding strategies given accelerated changes in consumer needs and the consumer experience. In his Wall Street Journal Best Selling Book, "Quantum Marketing," Mastercard's Raja Rajamannar unpacks this notion by describing the four historical paradigms of marketing and contends that the industry is now entering its ‘fifth paradigm’ – a revolutionary age demanding the prioritization of new technologies and the re-imagination of the concepts of brand and loyalty. Join Raja Rajamannar as he shares actionable insights on inspiring and achieving breakthrough work and navigating the challenges of marketers in a modern business, and his predictions around how the fifth paradigm of marketing will unfold.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Serving the Public Conversation
Sarah Personette - Twitter
In 2020, marketers faced a moment of reckoning -- one that will continue to have lasting implications for years to come. As culture evolves and demands more from businesses, institutions, and society at large, the industry has a meaningful role to play in reimagining how we define brand safety. It is not only about the context in which our campaigns appear but the communities and shared values beneath them.
In this session join Adweek and Twitter's Sarah Personette and explore the journey of how we as marketers can go from a vision of safety limited to brands to one that emphasizes the evolution of humanity and how this can help us solve our most pressing business obstacles at their core.
12:30 PM — 12:50 PM ET
Main Stage
Representation Matters: Advocating for All
Featuring: Chad Easterling - Obsidianworks
Bobby Moore III - Obsidianworks
René Spellman - Obsidianworks
Danny Wright - Adweek
Along with actor and producer Michael B. Jordan, the team has been busy building out Obsidianworks, the marketing agency that fosters more inclusive storytelling for brands worldwide. In strategic partnership with 160over90 and global entertainment and sports leader Endeavor, the creative hub strengthens its commitment to addressing racial equality within the industry at large. Co-founders Jordan and Easterling, alongside CAA alum René Spellman and creative marketing veteran Bobby Moore III, each wear many hats to roll out the culture-powered marketing venture. Join us at Brandweek on Day 4 to hear from Easterling, Moore, Spellman on how best to combine voice and vision to provide authentic representation.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Leveraging First-Party Data in The Age of Privacy
Elizabeth Brennan - Permutive
We often hear about innovative, disruptive businesses having a wealth of data on their audiences versus traditional retailer-sold brands, but the truth is that all brands have the option to leverage data; they just need to know where to look and how to activate it. Brands looking to activate their owned data, no matter how much they have access to, and get closer to consumers need to look to publishers’ first-party data. In this session, join Elizabeth Brennan, Head of Advertiser Strategy at audience platform, Permutive, as she offers practical solutions for accessing publisher insights while protecting the needs and privacy of your customers.
Attend this session and learn:
· How to get close to your customers via First-Party Data and protect their privacy
· Why a data deficit doesn’t mean you can’t have an audience strategy
· Best practices for activating campaigns using publisher data
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
IKEA’s Blueprint for Success
Featuring: Umesh Sripad - IKEA
Robert Klara - Adweek
Long celebrated for its in-store customer experience, the Swedish furniture retailer has doubled down on its ecommerce strategy. Leading that effort is Chief Digital Officer Umesh Sripad, who joins Brandweek on Day 4 to share his blueprint for ramping up its omniplatform business.
1:50 PM — 2:05 PM ET
Main Stage
Walmart + The Trade Desk: When Unparalleled Data Meets Best-in-class Tech
Jed Dederick - The Trade Desk
Stephen Howard-Sarin - Walmart Connect
Walmart Connect is focused on expanding media touchpoints to help brands reach customers wherever they are browsing, shopping or engaging with content. To do this, they’ve partnered with The Trade Desk to launch The Walmart DSP, a programmatic demand-side platform that combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first-party omnichannel data. It’s going to help the brands of the future drive media performance outside of Walmart’s shopping sites. In this session The Trade Desk’s Jed Dederick and Walmart Connect’s Stephen Howard-Sarin will discuss what makes this partnership so powerful, delve into the key features of the new DSP, and talk through their shared vision for the future.
2:10 PM — 2:30 PM ET
Main Stage
Reimagining Leadership in the Digital Age
Bozoma Saint John - Netflix
Danny Wright - Adweek
Trailblazing brand marketing executive and change agent Bozoma Saint John is renowned for her unparalleled energy, transformative thinking, and innovative ideas. A true 3D corporate chess player, her marketing toolkit encompasses her experience across pop culture in entertainment, music, consumer packaged goods, fashion, sports and tech. In this session, join Adweek and Bozoma as she shares marketing secrets and insights from her career journey including how she made her own lane at brands including Pepsi, Apple, Uber and Endeavor, and why bringing her real self into the C-Suite gives her a unique edge and approach to leadership.
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Using AI To Effectively Traverse the Consumer Shopping Journey
Marta Cyhan-Bowles - Catalina
Faby Torres - PepsiCo
Jonathan Halvorson - Mondelez
Understanding how to apply ML/AI to the vast amount of data at our disposal is more important than ever -- especially since 80 percent of new media including social, video and email is unstructured. In order to connect with consumers seamlessly as they traverse their shopper journeys across channels, marketers need smart analytics, not just standout creative. In this Masterclass, explore the opportunity for marketers to balance breakthrough creative ideas with data-driven strategies that optimize results.
A Taste of Brandweek
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Beyond the Beverage: The Future of Consumables with Kin Euphorics
Culture is on precipice of a mental health revolution; “braincare” is the new self care. Consumer demands have shifted and the next generation of consumers is craving a new way to destress, re-calibrate, and rejuvenate. A host at her core, co-founder Jen Batchelor recognized a need for a functional drink that was sexy enough to drink at a bar, but strong and smart enough to drink at your own accord to better yourself. Kin Euphorics, launched in 2018, and has become the leading brand paving the way for the future of functional beverages with the most innovative ingredient stack in the business. Join Kin Euphorics Co-Founder and CEO Jen Batchelor for a groundbreaking discussion about how to build a brand from the inside out for the consumer of the future.
*At Capacity
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Go From Start-up to the #3 Bottled Coffee Drink in the US
Jake DeCicco - Super Coffee
Tori Hanna - Super Coffee
Learn how Super Coffee went from dormroom startup to the #3 bottled coffee drink, taking over shelves across the US. Jake will share key business insights on how Positive Energy enabled the company to scale while remaining opportunistic through challenging times. Jake will touch on the power of the Brands first national integrated Brand campaign with Add Something Positive, driving home the Brand ethos of removing the negatives and adding positives to your energy experience.
*At Capacity
Networking
THE BRANDWEEK LIFT DIVERSITY BUSINESS FAIR
The Brandweek Lift Diversity Business Fair presented by Amazon Advertising is tailored to provide essential advice and resources intended to empower and benefit underrepresented business leaders, and create space for companies to learn from, connect with and discover the gains of investing in businesses owned and led by diverse, equity-centered, and inclusive communities. Programming for the day will include inspiring conversations and informative workshops led by diverse business owners and industry experts that will support and identify growth opportunities that understand and meet the unique business needs of underrepresented communities, and offer a blueprint of best practices for brands, agencies and publishers on how to work with these businesses, build authentic and sustainable relationships and create impactful, inclusive work.
A Taste of Brandweek
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Creating Your Perfect Blend with Just Add Honey Tea Company
Sometimes your cup of tea would be better with a pinch of this, or a little bit of that… Let us help you create your perfect blend! Since 2006, just add honey has created loose leaf tea blends that are perfect for every palate.
In this class, you will learn:
-what is tea
-what is NOT tea
-how to create your perfect blend
-blend and spice up what you have at home
*At Capacity
10:00 AM — 10:30 AM ET
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand (Clone)
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
Main Stage — 11:00 AM — 1:30 PM ET
Workshops — 1:30 PM — 2:30 PM ET
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
Presented by
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Featuring: Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
1:30 PM — 2:30 PM ET
Workshop
Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business
Featuring: Marvet Britto - The Britto Agency
The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.”
For nearly three decades, Marvet Britto, has used her natural gift and razor-sharp instincts to elevate an impressive roster of talent and brands into well-known and respected names with global reach. Her vast and diverse breadth of work includes names like Mariah Carey, Essence Magazine, Bishop TD Jakes, Charlamagne Tha God, Motorola, Wheels Up, the island of Anguilla, Martell Cognac and so many more.
In this workshop, Marvet will guide you to identify your “Hand Print” — the determining factor that leaves a lasting impression with clients, associates and prospective business connections — and how to utilize it to market yourself and your business optimally in an ever-changing business and social landscape.
Come prepared to take notes, ask plenty of questions and make beneficial connections with Marvet and a community of business owners like yourself!
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Networking
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Networking
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to deliver curated goods at an optimized price point, and with that comes a unique box process. Part creative, part strategy, part merchadinsing—there's more that goes into designing a Box of Awesome than meets the eye. Join Bespoke Post's Chief Merchandising Officer, Michelle Zara Evans, as she details the innovative and data-driven way these unlike-any-other boxes come to life.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Focusing on Consumer and Community needs with Bevel
Girard Hardy - Bevel
Bevel is an award-winning brand focused on meeting the unique head-to-toe grooming needs of Black Men. Launched in 2013, Bevel has made a name for itself by relentlessly placing the consumer first in everything that we do. Learn how a sharp focus on the needs of our consumer & community enabled Bevel to respond quickly to the events of 2020.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Power of Purpose and Authentic Consumer Relationships
Kristin Harrer - Vans
Brands play a larger role in society today than ever before, requiring a new, different kind of effort to deeply connect with consumers and their communities. While daunting for some brands, Vans knows consumer relationships are built beyond the transaction. At Vans, we take pride in establishing deeper, 1:1 relationships with consumers driven by unique and authentic experiences. Join Kristin Harrer, Vans Global CMO, as she discusses an #OffTheWall approach to cultivating a consumer driven brand that is grounded in a clear set of core brand values, a 55-year old purpose and a unwavering commitment to fuel creative self-expression in communities all over the world. Learn also how Vans empowers, uplifts and stands up with its ambassadors, partners and communities to ensure their message is told on their terms.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Red Bull Racing CX Engineered for Max Speed
Ariel Kelman - Oracle
Oliver Hughes - Red Bull Racing Honda and Red Bull Technology
At a time when CX means everything, sellers and marketers alike say that CRM is still broken. Red Bull Racing Honda tackled this challenge by focusing on unrivaled fan engagement in both the physical and digital world. Join CMOs Ariel Kelman (Oracle) and Oliver Hughes (Red Bull Racing Honda) for a conversation about how Red Bull Racing Honda and Oracle teamed up to re-engineer the ultimate fan experience.
12:30 PM — 12:50 PM ET
Main Stage
In the Spotlight with Female Empowerment
Featuring: Kyle Andrew - Athleta
Terry Stanley - Adweek
More than ever, customers are looking for ways to connect with brands beyond the transaction. As a values-driven company, Athleta champions inclusivity and diversity and continues to drive its long focus of celebrating female empowerment through impactful brand storytelling, creativity and pro sports endorsements. In this session, hear from Kyle Andrew, Athleta’s Chief Brand Officer, about the marketing efforts and results her team produces, how she spearheads industry-wide change and inspiration, and the continued “Power of She” messaging that has deeply resonated with the brand’s female customers.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Fast Cars and The Big Positive
Jeremi Gorman - Snap, Inc.
In many communities around the world, people and leaders are experiencing a moment of collective optimism as businesses begin to re-open. Like a racecar on a track, it's possible and profitable to draft off this optimism to grow strong brands, happier and more productive teams, and a more positive industry. Guided by her lifelong love of cars, Jeremi Gorman, Chief Business Officer at Snap, Inc., will share her leadership mantra for scaling positivity, with personal stories, useful systems, and a drive down memory lane.
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:50 PM — 2:05 PM ET
Main Stage
The Future of Entertainment: Video Game Players
Jason Bunge - Riot Games
The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.
2:30 PM — 2:45 PM ET
Main Stage
How Visible Built a Reputation as an Impact-Led Brand
Angie Klein - Visible
Earlier this year Visible, the digital prepaid offering from Verizon, welcomed its new CEO, Angie Klein, charged with leading its next stages of growth, disruption and innovation in the mobile world. In this session, Angie will explore how the brand remains driven by impact since its inception with efforts including , its recent Pride campaign, and a new pop-up in the Austin market centered around purpose-driven initiatives. She’ll also share tips and insights stemming from the ways Visible continues to differentiate itself ourselves from other legacy carriers, and why leading with purpose is core to its strategy for building an authentic community.
2:50 PM — 3:10 PM ET
Main Stage
How to Build Your Brand Equity Stack With Trust
Tariq Hassan - Petco
Lisa Granatstein - Adweek
Trusting a brand is more important today than ever, as consumers are more keen to purchase them over others. In this session, join Brand Genius honoree and Petco CMO Tariq Hassan who shares how the retailer upped its customer service game and brand equity with pet parents, and why trust will be increasingly important role as we digital transformation reimagines brand loyalty and value.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Customer Engagement Inspiration: Use Cases That Can Help Take Your Customer Engagement to the Next Level
Sara Spivey - Braze
Kalen Thornton - Gatorade
Michael Engleman - Showtime
Today’s brands are entering a new era of customer engagement. The swift digital transformation spurred on by the COVID-19 pandemic and the rise of a whole host of new marketing technologies, channels, platforms, and digital devices has made digital messaging and brand experiences central to modern marketing. But knowing how to take your customer engagement program to the next level can be a challenge, even for experienced marketers. There’s just too much noise and hype out there. To make it easier to find the right campaigns for your unique business needs, we’ve put together an exclusive collection of more than 40 impactful use cases, providing an unprecedented window into the digital campaigns being leveraged by today’s savviest brands to effectively activate, monetize, and retain their customers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Pivoting to Workleisure: How to Effectively Evolve Your Brand Identity
After the pandemic began, we knew the industry and consumer behavior would shift away from office attire and gravitate towards comfortable clothing that better fit our new reality of remote work. Harnessing a spirit of innovation and flexibility, we revamped our products and entire brand in just 45 days to focus on the future of workleisure, or the idea of improving traditional workwear to become more comfortable and adaptable without sacrificing a polished look. Ministry of Supply's Aman Advani will discuss how to effectively pivot your brand identity to meet the persisting demands of their new hybrid reality, and how to continue predicting trends within this unstable time.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: The Future of Functional Beverage
Creating innovative products that are functional and sustainable as well as accessible to the masses is the cornerstone of Soylent's success. Learn how Soylent, the original food tech company, went from a crowdfunded start-up to the leading plant-based complete nutrition brand ushering in the future of functional beverage. CEO Demir Vangelov will explore how Soylent mobilizes and engages its customer community to drive product innovation. Attendees will enjoy delicious, plant-based snacks and beverages, courtesy of Soylent.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Brand Building for the Modern F&B Consumer with BEHAVE
Mayssa Chehata - BEHAVE Candy
BEHAVE's founder Mayssa Chehata joins us to discuss her journey creating a brand and products to resonate with today's consumer. Brand voice, consumer profiles, and storytelling all come into play.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Simple Problems, Big Ideas: How QALO Built a Category-Defining Brand
Before 2013, the words ‘silicone wedding ring’ may not have meant much to you. Since then, QALO has pioneered an entire industry based on that very product, and QALO rings can be found on the hands of the world’s greatest athletes like LeBron James, Steph Curry, Dale Earnhardt Jr., Bryce Harper, and more. Join QALO CEO Gregg Angier to learn how solving a simple problem led to the creation of a category, and an active lifestyle brand that continues to remove barriers for its community.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Building a CPG Brand by Centering Cultural Storytelling
Emily Chan - Omsom
Since its launch in May 2020, Omsom has sold out 8 times, sold half a million starters, and been featured in everywhere from the Today Show to Vogue, Food & Wine, and The New York Times -- all 90% organically. Join Emily Chan, Omsom's Senior Marketing Director and founding team member, in conversation on building and growing a brand by centering marketing and content on cultural, personal storytelling first, and product storytelling second.
Networking
THE BRANDS OF THE FUTURE
Rather than reflect on the industry’s past, we must look to the future and the endless possibilities ahead. The global pandemic served as a great awakening, with consumer behaviors changing at warp speed and marketers reacting just as fast to meet them. Today, we invite brand leaders of tomorrow to take to the stage to discuss transformation and future-proofing your organization.
A Taste of Brandweek
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Melting Mouth’s Mind One Bite at a Time
Bitextural snacking in connecting mouths and minds. Join us as we chat with Managing Director and CMO Russell Barnett who brought mochi ice cream to the masses as he continues to break new ground, add new ingredients, and snacking culture to win the category.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Developing The Culture Behind The North American Soccer Experience
The fastest-growing sports league in North America, Major League Soccer, is in the midst of its 26th season having just launched its 27th club in Austin. The League has experienced significant growth over the last 15 years, and the momentum continues on the road to the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico. Join MLS SVP of Brand and Integrated Marketing, David Bruce, to learn about how the League has defined the North American soccer experience – rituals, communities, and personalities – by creating a soccer culture unlike any other in the world.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Evolving Retail: How Foot Locker is Changing the Traditional Retail Journey
Francine Feder - Foot Locker
Join Francine Feder, the Vice President of Consumer Connections at Foot Locker, Inc. to learn how the brand’s evolved a traditional retail journey into an omni-channel universe over the past few years. Fran’s teams drive demand creation and build concept-forward offense that taps into Gen Z consumers passion points every day. The company’s approach to 360 marketing on a 24/7 turn was met with challenges during the COVID-19 pandemic, as teams generated new strategies to drive heat within a digital landscape that was inundated and over saturated in a way we had never seen before. The agenda: create authentic moments for trusted influencers to speak directly to audiences and introduce consumers back to experiential during a critical period as restrictions shift and cities try to recover. Understanding how we engage will be key with a new outlook post-COVID.
*At Capacity
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Upwork Masterclass
Session details to be announced.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Why Classical Marketing Is Failing, and How Quantum Marketing Is the Answer
Raja Rajamannar - Mastercard
Shannon Miller - Adweek
Unprecedented disruption has required marketers to reimagine longstanding strategies given accelerated changes in consumer needs and the consumer experience. In his Wall Street Journal Best Selling Book, "Quantum Marketing," Mastercard's Raja Rajamannar unpacks this notion by describing the four historical paradigms of marketing and contends that the industry is now entering its ‘fifth paradigm’ – a revolutionary age demanding the prioritization of new technologies and the re-imagination of the concepts of brand and loyalty. Join Raja Rajamannar as he shares actionable insights on inspiring and achieving breakthrough work and navigating the challenges of marketers in a modern business, and his predictions around how the fifth paradigm of marketing will unfold.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Serving the Public Conversation
Sarah Personette - Twitter
In 2020, marketers faced a moment of reckoning -- one that will continue to have lasting implications for years to come. As culture evolves and demands more from businesses, institutions, and society at large, the industry has a meaningful role to play in reimagining how we define brand safety. It is not only about the context in which our campaigns appear but the communities and shared values beneath them.
In this session join Adweek and Twitter's Sarah Personette and explore the journey of how we as marketers can go from a vision of safety limited to brands to one that emphasizes the evolution of humanity and how this can help us solve our most pressing business obstacles at their core.
12:30 PM — 12:50 PM ET
Main Stage
Representation Matters: Advocating for All
Featuring: Chad Easterling - Obsidianworks
Bobby Moore III - Obsidianworks
René Spellman - Obsidianworks
Danny Wright - Adweek
Along with actor and producer Michael B. Jordan, the team has been busy building out Obsidianworks, the marketing agency that fosters more inclusive storytelling for brands worldwide. In strategic partnership with 160over90 and global entertainment and sports leader Endeavor, the creative hub strengthens its commitment to addressing racial equality within the industry at large. Co-founders Jordan and Easterling, alongside CAA alum René Spellman and creative marketing veteran Bobby Moore III, each wear many hats to roll out the culture-powered marketing venture. Join us at Brandweek on Day 4 to hear from Easterling, Moore, Spellman on how best to combine voice and vision to provide authentic representation.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Leveraging First-Party Data in The Age of Privacy
Elizabeth Brennan - Permutive
We often hear about innovative, disruptive businesses having a wealth of data on their audiences versus traditional retailer-sold brands, but the truth is that all brands have the option to leverage data; they just need to know where to look and how to activate it. Brands looking to activate their owned data, no matter how much they have access to, and get closer to consumers need to look to publishers’ first-party data. In this session, join Elizabeth Brennan, Head of Advertiser Strategy at audience platform, Permutive, as she offers practical solutions for accessing publisher insights while protecting the needs and privacy of your customers.
Attend this session and learn:
· How to get close to your customers via First-Party Data and protect their privacy
· Why a data deficit doesn’t mean you can’t have an audience strategy
· Best practices for activating campaigns using publisher data
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
IKEA’s Blueprint for Success
Featuring: Umesh Sripad - IKEA
Robert Klara - Adweek
Long celebrated for its in-store customer experience, the Swedish furniture retailer has doubled down on its ecommerce strategy. Leading that effort is Chief Digital Officer Umesh Sripad, who joins Brandweek on Day 4 to share his blueprint for ramping up its omniplatform business.
1:50 PM — 2:05 PM ET
Main Stage
Walmart + The Trade Desk: When Unparalleled Data Meets Best-in-class Tech
Jed Dederick - The Trade Desk
Stephen Howard-Sarin - Walmart Connect
Walmart Connect is focused on expanding media touchpoints to help brands reach customers wherever they are browsing, shopping or engaging with content. To do this, they’ve partnered with The Trade Desk to launch The Walmart DSP, a programmatic demand-side platform that combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first-party omnichannel data. It’s going to help the brands of the future drive media performance outside of Walmart’s shopping sites. In this session The Trade Desk’s Jed Dederick and Walmart Connect’s Stephen Howard-Sarin will discuss what makes this partnership so powerful, delve into the key features of the new DSP, and talk through their shared vision for the future.
2:10 PM — 2:30 PM ET
Main Stage
Reimagining Leadership in the Digital Age
Bozoma Saint John - Netflix
Danny Wright - Adweek
Trailblazing brand marketing executive and change agent Bozoma Saint John is renowned for her unparalleled energy, transformative thinking, and innovative ideas. A true 3D corporate chess player, her marketing toolkit encompasses her experience across pop culture in entertainment, music, consumer packaged goods, fashion, sports and tech. In this session, join Adweek and Bozoma as she shares marketing secrets and insights from her career journey including how she made her own lane at brands including Pepsi, Apple, Uber and Endeavor, and why bringing her real self into the C-Suite gives her a unique edge and approach to leadership.
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Using AI To Effectively Traverse the Consumer Shopping Journey
Marta Cyhan-Bowles - Catalina
Faby Torres - PepsiCo
Jonathan Halvorson - Mondelez
Understanding how to apply ML/AI to the vast amount of data at our disposal is more important than ever -- especially since 80 percent of new media including social, video and email is unstructured. In order to connect with consumers seamlessly as they traverse their shopper journeys across channels, marketers need smart analytics, not just standout creative. In this Masterclass, explore the opportunity for marketers to balance breakthrough creative ideas with data-driven strategies that optimize results.
A Taste of Brandweek
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Beyond the Beverage: The Future of Consumables with Kin Euphorics
Culture is on precipice of a mental health revolution; “braincare” is the new self care. Consumer demands have shifted and the next generation of consumers is craving a new way to destress, re-calibrate, and rejuvenate. A host at her core, co-founder Jen Batchelor recognized a need for a functional drink that was sexy enough to drink at a bar, but strong and smart enough to drink at your own accord to better yourself. Kin Euphorics, launched in 2018, and has become the leading brand paving the way for the future of functional beverages with the most innovative ingredient stack in the business. Join Kin Euphorics Co-Founder and CEO Jen Batchelor for a groundbreaking discussion about how to build a brand from the inside out for the consumer of the future.
*At Capacity
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Go From Start-up to the #3 Bottled Coffee Drink in the US
Jake DeCicco - Super Coffee
Tori Hanna - Super Coffee
Learn how Super Coffee went from dormroom startup to the #3 bottled coffee drink, taking over shelves across the US. Jake will share key business insights on how Positive Energy enabled the company to scale while remaining opportunistic through challenging times. Jake will touch on the power of the Brands first national integrated Brand campaign with Add Something Positive, driving home the Brand ethos of removing the negatives and adding positives to your energy experience.
*At Capacity
Networking
THE BRANDWEEK LIFT DIVERSITY BUSINESS FAIR
The Brandweek Lift Diversity Business Fair presented by Amazon Advertising is tailored to provide essential advice and resources intended to empower and benefit underrepresented business leaders, and create space for companies to learn from, connect with and discover the gains of investing in businesses owned and led by diverse, equity-centered, and inclusive communities. Programming for the day will include inspiring conversations and informative workshops led by diverse business owners and industry experts that will support and identify growth opportunities that understand and meet the unique business needs of underrepresented communities, and offer a blueprint of best practices for brands, agencies and publishers on how to work with these businesses, build authentic and sustainable relationships and create impactful, inclusive work.
A Taste of Brandweek
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Creating Your Perfect Blend with Just Add Honey Tea Company
Sometimes your cup of tea would be better with a pinch of this, or a little bit of that… Let us help you create your perfect blend! Since 2006, just add honey has created loose leaf tea blends that are perfect for every palate.
In this class, you will learn:
-what is tea
-what is NOT tea
-how to create your perfect blend
-blend and spice up what you have at home
*At Capacity
10:00 AM — 10:30 AM ET
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand (Clone)
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
Main Stage — 11:00 AM — 1:30 PM ET
Workshops — 1:30 PM — 2:30 PM ET
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
Presented by
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Featuring: Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
1:30 PM — 2:30 PM ET
Workshop
Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business
Featuring: Marvet Britto - The Britto Agency
The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.”
For nearly three decades, Marvet Britto, has used her natural gift and razor-sharp instincts to elevate an impressive roster of talent and brands into well-known and respected names with global reach. Her vast and diverse breadth of work includes names like Mariah Carey, Essence Magazine, Bishop TD Jakes, Charlamagne Tha God, Motorola, Wheels Up, the island of Anguilla, Martell Cognac and so many more.
In this workshop, Marvet will guide you to identify your “Hand Print” — the determining factor that leaves a lasting impression with clients, associates and prospective business connections — and how to utilize it to market yourself and your business optimally in an ever-changing business and social landscape.
Come prepared to take notes, ask plenty of questions and make beneficial connections with Marvet and a community of business owners like yourself!
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Networking
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Networking
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to deliver curated goods at an optimized price point, and with that comes a unique box process. Part creative, part strategy, part merchadinsing—there's more that goes into designing a Box of Awesome than meets the eye. Join Bespoke Post's Chief Merchandising Officer, Michelle Zara Evans, as she details the innovative and data-driven way these unlike-any-other boxes come to life.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Focusing on Consumer and Community needs with Bevel
Girard Hardy - Bevel
Bevel is an award-winning brand focused on meeting the unique head-to-toe grooming needs of Black Men. Launched in 2013, Bevel has made a name for itself by relentlessly placing the consumer first in everything that we do. Learn how a sharp focus on the needs of our consumer & community enabled Bevel to respond quickly to the events of 2020.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Power of Purpose and Authentic Consumer Relationships
Kristin Harrer - Vans
Brands play a larger role in society today than ever before, requiring a new, different kind of effort to deeply connect with consumers and their communities. While daunting for some brands, Vans knows consumer relationships are built beyond the transaction. At Vans, we take pride in establishing deeper, 1:1 relationships with consumers driven by unique and authentic experiences. Join Kristin Harrer, Vans Global CMO, as she discusses an #OffTheWall approach to cultivating a consumer driven brand that is grounded in a clear set of core brand values, a 55-year old purpose and a unwavering commitment to fuel creative self-expression in communities all over the world. Learn also how Vans empowers, uplifts and stands up with its ambassadors, partners and communities to ensure their message is told on their terms.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Red Bull Racing CX Engineered for Max Speed
Ariel Kelman - Oracle
Oliver Hughes - Red Bull Racing Honda and Red Bull Technology
At a time when CX means everything, sellers and marketers alike say that CRM is still broken. Red Bull Racing Honda tackled this challenge by focusing on unrivaled fan engagement in both the physical and digital world. Join CMOs Ariel Kelman (Oracle) and Oliver Hughes (Red Bull Racing Honda) for a conversation about how Red Bull Racing Honda and Oracle teamed up to re-engineer the ultimate fan experience.
12:30 PM — 12:50 PM ET
Main Stage
In the Spotlight with Female Empowerment
Featuring: Kyle Andrew - Athleta
Terry Stanley - Adweek
More than ever, customers are looking for ways to connect with brands beyond the transaction. As a values-driven company, Athleta champions inclusivity and diversity and continues to drive its long focus of celebrating female empowerment through impactful brand storytelling, creativity and pro sports endorsements. In this session, hear from Kyle Andrew, Athleta’s Chief Brand Officer, about the marketing efforts and results her team produces, how she spearheads industry-wide change and inspiration, and the continued “Power of She” messaging that has deeply resonated with the brand’s female customers.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Fast Cars and The Big Positive
Jeremi Gorman - Snap, Inc.
In many communities around the world, people and leaders are experiencing a moment of collective optimism as businesses begin to re-open. Like a racecar on a track, it's possible and profitable to draft off this optimism to grow strong brands, happier and more productive teams, and a more positive industry. Guided by her lifelong love of cars, Jeremi Gorman, Chief Business Officer at Snap, Inc., will share her leadership mantra for scaling positivity, with personal stories, useful systems, and a drive down memory lane.
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:50 PM — 2:05 PM ET
Main Stage
The Future of Entertainment: Video Game Players
Jason Bunge - Riot Games
The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.
2:30 PM — 2:45 PM ET
Main Stage
How Visible Built a Reputation as an Impact-Led Brand
Angie Klein - Visible
Earlier this year Visible, the digital prepaid offering from Verizon, welcomed its new CEO, Angie Klein, charged with leading its next stages of growth, disruption and innovation in the mobile world. In this session, Angie will explore how the brand remains driven by impact since its inception with efforts including , its recent Pride campaign, and a new pop-up in the Austin market centered around purpose-driven initiatives. She’ll also share tips and insights stemming from the ways Visible continues to differentiate itself ourselves from other legacy carriers, and why leading with purpose is core to its strategy for building an authentic community.
2:50 PM — 3:10 PM ET
Main Stage
How to Build Your Brand Equity Stack With Trust
Tariq Hassan - Petco
Lisa Granatstein - Adweek
Trusting a brand is more important today than ever, as consumers are more keen to purchase them over others. In this session, join Brand Genius honoree and Petco CMO Tariq Hassan who shares how the retailer upped its customer service game and brand equity with pet parents, and why trust will be increasingly important role as we digital transformation reimagines brand loyalty and value.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Customer Engagement Inspiration: Use Cases That Can Help Take Your Customer Engagement to the Next Level
Sara Spivey - Braze
Kalen Thornton - Gatorade
Michael Engleman - Showtime
Today’s brands are entering a new era of customer engagement. The swift digital transformation spurred on by the COVID-19 pandemic and the rise of a whole host of new marketing technologies, channels, platforms, and digital devices has made digital messaging and brand experiences central to modern marketing. But knowing how to take your customer engagement program to the next level can be a challenge, even for experienced marketers. There’s just too much noise and hype out there. To make it easier to find the right campaigns for your unique business needs, we’ve put together an exclusive collection of more than 40 impactful use cases, providing an unprecedented window into the digital campaigns being leveraged by today’s savviest brands to effectively activate, monetize, and retain their customers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Pivoting to Workleisure: How to Effectively Evolve Your Brand Identity
After the pandemic began, we knew the industry and consumer behavior would shift away from office attire and gravitate towards comfortable clothing that better fit our new reality of remote work. Harnessing a spirit of innovation and flexibility, we revamped our products and entire brand in just 45 days to focus on the future of workleisure, or the idea of improving traditional workwear to become more comfortable and adaptable without sacrificing a polished look. Ministry of Supply's Aman Advani will discuss how to effectively pivot your brand identity to meet the persisting demands of their new hybrid reality, and how to continue predicting trends within this unstable time.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: The Future of Functional Beverage
Creating innovative products that are functional and sustainable as well as accessible to the masses is the cornerstone of Soylent's success. Learn how Soylent, the original food tech company, went from a crowdfunded start-up to the leading plant-based complete nutrition brand ushering in the future of functional beverage. CEO Demir Vangelov will explore how Soylent mobilizes and engages its customer community to drive product innovation. Attendees will enjoy delicious, plant-based snacks and beverages, courtesy of Soylent.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Brand Building for the Modern F&B Consumer with BEHAVE
Mayssa Chehata - BEHAVE Candy
BEHAVE's founder Mayssa Chehata joins us to discuss her journey creating a brand and products to resonate with today's consumer. Brand voice, consumer profiles, and storytelling all come into play.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Simple Problems, Big Ideas: How QALO Built a Category-Defining Brand
Before 2013, the words ‘silicone wedding ring’ may not have meant much to you. Since then, QALO has pioneered an entire industry based on that very product, and QALO rings can be found on the hands of the world’s greatest athletes like LeBron James, Steph Curry, Dale Earnhardt Jr., Bryce Harper, and more. Join QALO CEO Gregg Angier to learn how solving a simple problem led to the creation of a category, and an active lifestyle brand that continues to remove barriers for its community.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Building a CPG Brand by Centering Cultural Storytelling
Emily Chan - Omsom
Since its launch in May 2020, Omsom has sold out 8 times, sold half a million starters, and been featured in everywhere from the Today Show to Vogue, Food & Wine, and The New York Times -- all 90% organically. Join Emily Chan, Omsom's Senior Marketing Director and founding team member, in conversation on building and growing a brand by centering marketing and content on cultural, personal storytelling first, and product storytelling second.
Networking
THE BRANDS OF THE FUTURE
Rather than reflect on the industry’s past, we must look to the future and the endless possibilities ahead. The global pandemic served as a great awakening, with consumer behaviors changing at warp speed and marketers reacting just as fast to meet them. Today, we invite brand leaders of tomorrow to take to the stage to discuss transformation and future-proofing your organization.
A Taste of Brandweek
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Melting Mouth’s Mind One Bite at a Time
Bitextural snacking in connecting mouths and minds. Join us as we chat with Managing Director and CMO Russell Barnett who brought mochi ice cream to the masses as he continues to break new ground, add new ingredients, and snacking culture to win the category.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Developing The Culture Behind The North American Soccer Experience
The fastest-growing sports league in North America, Major League Soccer, is in the midst of its 26th season having just launched its 27th club in Austin. The League has experienced significant growth over the last 15 years, and the momentum continues on the road to the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico. Join MLS SVP of Brand and Integrated Marketing, David Bruce, to learn about how the League has defined the North American soccer experience – rituals, communities, and personalities – by creating a soccer culture unlike any other in the world.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Evolving Retail: How Foot Locker is Changing the Traditional Retail Journey
Francine Feder - Foot Locker
Join Francine Feder, the Vice President of Consumer Connections at Foot Locker, Inc. to learn how the brand’s evolved a traditional retail journey into an omni-channel universe over the past few years. Fran’s teams drive demand creation and build concept-forward offense that taps into Gen Z consumers passion points every day. The company’s approach to 360 marketing on a 24/7 turn was met with challenges during the COVID-19 pandemic, as teams generated new strategies to drive heat within a digital landscape that was inundated and over saturated in a way we had never seen before. The agenda: create authentic moments for trusted influencers to speak directly to audiences and introduce consumers back to experiential during a critical period as restrictions shift and cities try to recover. Understanding how we engage will be key with a new outlook post-COVID.
*At Capacity
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Upwork Masterclass
Session details to be announced.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Why Classical Marketing Is Failing, and How Quantum Marketing Is the Answer
Raja Rajamannar - Mastercard
Shannon Miller - Adweek
Unprecedented disruption has required marketers to reimagine longstanding strategies given accelerated changes in consumer needs and the consumer experience. In his Wall Street Journal Best Selling Book, "Quantum Marketing," Mastercard's Raja Rajamannar unpacks this notion by describing the four historical paradigms of marketing and contends that the industry is now entering its ‘fifth paradigm’ – a revolutionary age demanding the prioritization of new technologies and the re-imagination of the concepts of brand and loyalty. Join Raja Rajamannar as he shares actionable insights on inspiring and achieving breakthrough work and navigating the challenges of marketers in a modern business, and his predictions around how the fifth paradigm of marketing will unfold.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Serving the Public Conversation
Sarah Personette - Twitter
In 2020, marketers faced a moment of reckoning -- one that will continue to have lasting implications for years to come. As culture evolves and demands more from businesses, institutions, and society at large, the industry has a meaningful role to play in reimagining how we define brand safety. It is not only about the context in which our campaigns appear but the communities and shared values beneath them.
In this session join Adweek and Twitter's Sarah Personette and explore the journey of how we as marketers can go from a vision of safety limited to brands to one that emphasizes the evolution of humanity and how this can help us solve our most pressing business obstacles at their core.
12:30 PM — 12:50 PM ET
Main Stage
Representation Matters: Advocating for All
Featuring: Chad Easterling - Obsidianworks
Bobby Moore III - Obsidianworks
René Spellman - Obsidianworks
Danny Wright - Adweek
Along with actor and producer Michael B. Jordan, the team has been busy building out Obsidianworks, the marketing agency that fosters more inclusive storytelling for brands worldwide. In strategic partnership with 160over90 and global entertainment and sports leader Endeavor, the creative hub strengthens its commitment to addressing racial equality within the industry at large. Co-founders Jordan and Easterling, alongside CAA alum René Spellman and creative marketing veteran Bobby Moore III, each wear many hats to roll out the culture-powered marketing venture. Join us at Brandweek on Day 4 to hear from Easterling, Moore, Spellman on how best to combine voice and vision to provide authentic representation.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Leveraging First-Party Data in The Age of Privacy
Elizabeth Brennan - Permutive
We often hear about innovative, disruptive businesses having a wealth of data on their audiences versus traditional retailer-sold brands, but the truth is that all brands have the option to leverage data; they just need to know where to look and how to activate it. Brands looking to activate their owned data, no matter how much they have access to, and get closer to consumers need to look to publishers’ first-party data. In this session, join Elizabeth Brennan, Head of Advertiser Strategy at audience platform, Permutive, as she offers practical solutions for accessing publisher insights while protecting the needs and privacy of your customers.
Attend this session and learn:
· How to get close to your customers via First-Party Data and protect their privacy
· Why a data deficit doesn’t mean you can’t have an audience strategy
· Best practices for activating campaigns using publisher data
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
IKEA’s Blueprint for Success
Featuring: Umesh Sripad - IKEA
Robert Klara - Adweek
Long celebrated for its in-store customer experience, the Swedish furniture retailer has doubled down on its ecommerce strategy. Leading that effort is Chief Digital Officer Umesh Sripad, who joins Brandweek on Day 4 to share his blueprint for ramping up its omniplatform business.
1:50 PM — 2:05 PM ET
Main Stage
Walmart + The Trade Desk: When Unparalleled Data Meets Best-in-class Tech
Jed Dederick - The Trade Desk
Stephen Howard-Sarin - Walmart Connect
Walmart Connect is focused on expanding media touchpoints to help brands reach customers wherever they are browsing, shopping or engaging with content. To do this, they’ve partnered with The Trade Desk to launch The Walmart DSP, a programmatic demand-side platform that combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first-party omnichannel data. It’s going to help the brands of the future drive media performance outside of Walmart’s shopping sites. In this session The Trade Desk’s Jed Dederick and Walmart Connect’s Stephen Howard-Sarin will discuss what makes this partnership so powerful, delve into the key features of the new DSP, and talk through their shared vision for the future.
2:10 PM — 2:30 PM ET
Main Stage
Reimagining Leadership in the Digital Age
Bozoma Saint John - Netflix
Danny Wright - Adweek
Trailblazing brand marketing executive and change agent Bozoma Saint John is renowned for her unparalleled energy, transformative thinking, and innovative ideas. A true 3D corporate chess player, her marketing toolkit encompasses her experience across pop culture in entertainment, music, consumer packaged goods, fashion, sports and tech. In this session, join Adweek and Bozoma as she shares marketing secrets and insights from her career journey including how she made her own lane at brands including Pepsi, Apple, Uber and Endeavor, and why bringing her real self into the C-Suite gives her a unique edge and approach to leadership.
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Using AI To Effectively Traverse the Consumer Shopping Journey
Marta Cyhan-Bowles - Catalina
Faby Torres - PepsiCo
Jonathan Halvorson - Mondelez
Understanding how to apply ML/AI to the vast amount of data at our disposal is more important than ever -- especially since 80 percent of new media including social, video and email is unstructured. In order to connect with consumers seamlessly as they traverse their shopper journeys across channels, marketers need smart analytics, not just standout creative. In this Masterclass, explore the opportunity for marketers to balance breakthrough creative ideas with data-driven strategies that optimize results.
A Taste of Brandweek
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Beyond the Beverage: The Future of Consumables with Kin Euphorics
Culture is on precipice of a mental health revolution; “braincare” is the new self care. Consumer demands have shifted and the next generation of consumers is craving a new way to destress, re-calibrate, and rejuvenate. A host at her core, co-founder Jen Batchelor recognized a need for a functional drink that was sexy enough to drink at a bar, but strong and smart enough to drink at your own accord to better yourself. Kin Euphorics, launched in 2018, and has become the leading brand paving the way for the future of functional beverages with the most innovative ingredient stack in the business. Join Kin Euphorics Co-Founder and CEO Jen Batchelor for a groundbreaking discussion about how to build a brand from the inside out for the consumer of the future.
*At Capacity
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Go From Start-up to the #3 Bottled Coffee Drink in the US
Jake DeCicco - Super Coffee
Tori Hanna - Super Coffee
Learn how Super Coffee went from dormroom startup to the #3 bottled coffee drink, taking over shelves across the US. Jake will share key business insights on how Positive Energy enabled the company to scale while remaining opportunistic through challenging times. Jake will touch on the power of the Brands first national integrated Brand campaign with Add Something Positive, driving home the Brand ethos of removing the negatives and adding positives to your energy experience.
*At Capacity
Networking
THE BRANDWEEK LIFT DIVERSITY BUSINESS FAIR
The Brandweek Lift Diversity Business Fair presented by Amazon Advertising is tailored to provide essential advice and resources intended to empower and benefit underrepresented business leaders, and create space for companies to learn from, connect with and discover the gains of investing in businesses owned and led by diverse, equity-centered, and inclusive communities. Programming for the day will include inspiring conversations and informative workshops led by diverse business owners and industry experts that will support and identify growth opportunities that understand and meet the unique business needs of underrepresented communities, and offer a blueprint of best practices for brands, agencies and publishers on how to work with these businesses, build authentic and sustainable relationships and create impactful, inclusive work.
A Taste of Brandweek
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Creating Your Perfect Blend with Just Add Honey Tea Company
Sometimes your cup of tea would be better with a pinch of this, or a little bit of that… Let us help you create your perfect blend! Since 2006, just add honey has created loose leaf tea blends that are perfect for every palate.
In this class, you will learn:
-what is tea
-what is NOT tea
-how to create your perfect blend
-blend and spice up what you have at home
*At Capacity
10:00 AM — 10:30 AM ET
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand (Clone)
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
Main Stage — 11:00 AM — 1:30 PM ET
Workshops — 1:30 PM — 2:30 PM ET
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
Presented by
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Featuring: Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
1:30 PM — 2:30 PM ET
Workshop
Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business
Featuring: Marvet Britto - The Britto Agency
The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.”
For nearly three decades, Marvet Britto, has used her natural gift and razor-sharp instincts to elevate an impressive roster of talent and brands into well-known and respected names with global reach. Her vast and diverse breadth of work includes names like Mariah Carey, Essence Magazine, Bishop TD Jakes, Charlamagne Tha God, Motorola, Wheels Up, the island of Anguilla, Martell Cognac and so many more.
In this workshop, Marvet will guide you to identify your “Hand Print” — the determining factor that leaves a lasting impression with clients, associates and prospective business connections — and how to utilize it to market yourself and your business optimally in an ever-changing business and social landscape.
Come prepared to take notes, ask plenty of questions and make beneficial connections with Marvet and a community of business owners like yourself!
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Networking
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Networking
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to deliver curated goods at an optimized price point, and with that comes a unique box process. Part creative, part strategy, part merchadinsing—there's more that goes into designing a Box of Awesome than meets the eye. Join Bespoke Post's Chief Merchandising Officer, Michelle Zara Evans, as she details the innovative and data-driven way these unlike-any-other boxes come to life.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Focusing on Consumer and Community needs with Bevel
Girard Hardy - Bevel
Bevel is an award-winning brand focused on meeting the unique head-to-toe grooming needs of Black Men. Launched in 2013, Bevel has made a name for itself by relentlessly placing the consumer first in everything that we do. Learn how a sharp focus on the needs of our consumer & community enabled Bevel to respond quickly to the events of 2020.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Power of Purpose and Authentic Consumer Relationships
Kristin Harrer - Vans
Brands play a larger role in society today than ever before, requiring a new, different kind of effort to deeply connect with consumers and their communities. While daunting for some brands, Vans knows consumer relationships are built beyond the transaction. At Vans, we take pride in establishing deeper, 1:1 relationships with consumers driven by unique and authentic experiences. Join Kristin Harrer, Vans Global CMO, as she discusses an #OffTheWall approach to cultivating a consumer driven brand that is grounded in a clear set of core brand values, a 55-year old purpose and a unwavering commitment to fuel creative self-expression in communities all over the world. Learn also how Vans empowers, uplifts and stands up with its ambassadors, partners and communities to ensure their message is told on their terms.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Red Bull Racing CX Engineered for Max Speed
Ariel Kelman - Oracle
Oliver Hughes - Red Bull Racing Honda and Red Bull Technology
At a time when CX means everything, sellers and marketers alike say that CRM is still broken. Red Bull Racing Honda tackled this challenge by focusing on unrivaled fan engagement in both the physical and digital world. Join CMOs Ariel Kelman (Oracle) and Oliver Hughes (Red Bull Racing Honda) for a conversation about how Red Bull Racing Honda and Oracle teamed up to re-engineer the ultimate fan experience.
12:30 PM — 12:50 PM ET
Main Stage
In the Spotlight with Female Empowerment
Featuring: Kyle Andrew - Athleta
Terry Stanley - Adweek
More than ever, customers are looking for ways to connect with brands beyond the transaction. As a values-driven company, Athleta champions inclusivity and diversity and continues to drive its long focus of celebrating female empowerment through impactful brand storytelling, creativity and pro sports endorsements. In this session, hear from Kyle Andrew, Athleta’s Chief Brand Officer, about the marketing efforts and results her team produces, how she spearheads industry-wide change and inspiration, and the continued “Power of She” messaging that has deeply resonated with the brand’s female customers.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Fast Cars and The Big Positive
Jeremi Gorman - Snap, Inc.
In many communities around the world, people and leaders are experiencing a moment of collective optimism as businesses begin to re-open. Like a racecar on a track, it's possible and profitable to draft off this optimism to grow strong brands, happier and more productive teams, and a more positive industry. Guided by her lifelong love of cars, Jeremi Gorman, Chief Business Officer at Snap, Inc., will share her leadership mantra for scaling positivity, with personal stories, useful systems, and a drive down memory lane.
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:50 PM — 2:05 PM ET
Main Stage
The Future of Entertainment: Video Game Players
Jason Bunge - Riot Games
The next great entertainment company will have games at its center. Gaming is an amazing vehicle for creating globally resonant IP (intellectual property) that fosters incredible communities who, by the nature of the product, are used to interacting with the brand directly. In this session, Riot Games CMO Jason Bunge will discuss how powerful IP can catapult a brand from being product-first to being community-first, how Riot is expanding the brand with its own IP, and why stepping away from a one-size-fits-all audience approach is key in today's increasingly global and digital marketing world. He’ll also share predictions around where the future of entertainment is headed and how it will shift beyond its expected mediums.
2:30 PM — 2:45 PM ET
Main Stage
How Visible Built a Reputation as an Impact-Led Brand
Angie Klein - Visible
Earlier this year Visible, the digital prepaid offering from Verizon, welcomed its new CEO, Angie Klein, charged with leading its next stages of growth, disruption and innovation in the mobile world. In this session, Angie will explore how the brand remains driven by impact since its inception with efforts including , its recent Pride campaign, and a new pop-up in the Austin market centered around purpose-driven initiatives. She’ll also share tips and insights stemming from the ways Visible continues to differentiate itself ourselves from other legacy carriers, and why leading with purpose is core to its strategy for building an authentic community.
2:50 PM — 3:10 PM ET
Main Stage
How to Build Your Brand Equity Stack With Trust
Tariq Hassan - Petco
Lisa Granatstein - Adweek
Trusting a brand is more important today than ever, as consumers are more keen to purchase them over others. In this session, join Brand Genius honoree and Petco CMO Tariq Hassan who shares how the retailer upped its customer service game and brand equity with pet parents, and why trust will be increasingly important role as we digital transformation reimagines brand loyalty and value.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Customer Engagement Inspiration: Use Cases That Can Help Take Your Customer Engagement to the Next Level
Sara Spivey - Braze
Kalen Thornton - Gatorade
Michael Engleman - Showtime
Today’s brands are entering a new era of customer engagement. The swift digital transformation spurred on by the COVID-19 pandemic and the rise of a whole host of new marketing technologies, channels, platforms, and digital devices has made digital messaging and brand experiences central to modern marketing. But knowing how to take your customer engagement program to the next level can be a challenge, even for experienced marketers. There’s just too much noise and hype out there. To make it easier to find the right campaigns for your unique business needs, we’ve put together an exclusive collection of more than 40 impactful use cases, providing an unprecedented window into the digital campaigns being leveraged by today’s savviest brands to effectively activate, monetize, and retain their customers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Pivoting to Workleisure: How to Effectively Evolve Your Brand Identity
After the pandemic began, we knew the industry and consumer behavior would shift away from office attire and gravitate towards comfortable clothing that better fit our new reality of remote work. Harnessing a spirit of innovation and flexibility, we revamped our products and entire brand in just 45 days to focus on the future of workleisure, or the idea of improving traditional workwear to become more comfortable and adaptable without sacrificing a polished look. Ministry of Supply's Aman Advani will discuss how to effectively pivot your brand identity to meet the persisting demands of their new hybrid reality, and how to continue predicting trends within this unstable time.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: The Future of Functional Beverage
Creating innovative products that are functional and sustainable as well as accessible to the masses is the cornerstone of Soylent's success. Learn how Soylent, the original food tech company, went from a crowdfunded start-up to the leading plant-based complete nutrition brand ushering in the future of functional beverage. CEO Demir Vangelov will explore how Soylent mobilizes and engages its customer community to drive product innovation. Attendees will enjoy delicious, plant-based snacks and beverages, courtesy of Soylent.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Brand Building for the Modern F&B Consumer with BEHAVE
Mayssa Chehata - BEHAVE Candy
BEHAVE's founder Mayssa Chehata joins us to discuss her journey creating a brand and products to resonate with today's consumer. Brand voice, consumer profiles, and storytelling all come into play.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Simple Problems, Big Ideas: How QALO Built a Category-Defining Brand
Before 2013, the words ‘silicone wedding ring’ may not have meant much to you. Since then, QALO has pioneered an entire industry based on that very product, and QALO rings can be found on the hands of the world’s greatest athletes like LeBron James, Steph Curry, Dale Earnhardt Jr., Bryce Harper, and more. Join QALO CEO Gregg Angier to learn how solving a simple problem led to the creation of a category, and an active lifestyle brand that continues to remove barriers for its community.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Building a CPG Brand by Centering Cultural Storytelling
Emily Chan - Omsom
Since its launch in May 2020, Omsom has sold out 8 times, sold half a million starters, and been featured in everywhere from the Today Show to Vogue, Food & Wine, and The New York Times -- all 90% organically. Join Emily Chan, Omsom's Senior Marketing Director and founding team member, in conversation on building and growing a brand by centering marketing and content on cultural, personal storytelling first, and product storytelling second.
Networking
THE BRANDS OF THE FUTURE
Rather than reflect on the industry’s past, we must look to the future and the endless possibilities ahead. The global pandemic served as a great awakening, with consumer behaviors changing at warp speed and marketers reacting just as fast to meet them. Today, we invite brand leaders of tomorrow to take to the stage to discuss transformation and future-proofing your organization.
A Taste of Brandweek
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Melting Mouth’s Mind One Bite at a Time
Bitextural snacking in connecting mouths and minds. Join us as we chat with Managing Director and CMO Russell Barnett who brought mochi ice cream to the masses as he continues to break new ground, add new ingredients, and snacking culture to win the category.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Developing The Culture Behind The North American Soccer Experience
The fastest-growing sports league in North America, Major League Soccer, is in the midst of its 26th season having just launched its 27th club in Austin. The League has experienced significant growth over the last 15 years, and the momentum continues on the road to the 2026 FIFA World Cup hosted in the U.S., Canada, and Mexico. Join MLS SVP of Brand and Integrated Marketing, David Bruce, to learn about how the League has defined the North American soccer experience – rituals, communities, and personalities – by creating a soccer culture unlike any other in the world.
*At Capacity
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Evolving Retail: How Foot Locker is Changing the Traditional Retail Journey
Francine Feder - Foot Locker
Join Francine Feder, the Vice President of Consumer Connections at Foot Locker, Inc. to learn how the brand’s evolved a traditional retail journey into an omni-channel universe over the past few years. Fran’s teams drive demand creation and build concept-forward offense that taps into Gen Z consumers passion points every day. The company’s approach to 360 marketing on a 24/7 turn was met with challenges during the COVID-19 pandemic, as teams generated new strategies to drive heat within a digital landscape that was inundated and over saturated in a way we had never seen before. The agenda: create authentic moments for trusted influencers to speak directly to audiences and introduce consumers back to experiential during a critical period as restrictions shift and cities try to recover. Understanding how we engage will be key with a new outlook post-COVID.
*At Capacity
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Upwork Masterclass
Session details to be announced.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Why Classical Marketing Is Failing, and How Quantum Marketing Is the Answer
Raja Rajamannar - Mastercard
Shannon Miller - Adweek
Unprecedented disruption has required marketers to reimagine longstanding strategies given accelerated changes in consumer needs and the consumer experience. In his Wall Street Journal Best Selling Book, "Quantum Marketing," Mastercard's Raja Rajamannar unpacks this notion by describing the four historical paradigms of marketing and contends that the industry is now entering its ‘fifth paradigm’ – a revolutionary age demanding the prioritization of new technologies and the re-imagination of the concepts of brand and loyalty. Join Raja Rajamannar as he shares actionable insights on inspiring and achieving breakthrough work and navigating the challenges of marketers in a modern business, and his predictions around how the fifth paradigm of marketing will unfold.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
Serving the Public Conversation
Sarah Personette - Twitter
In 2020, marketers faced a moment of reckoning -- one that will continue to have lasting implications for years to come. As culture evolves and demands more from businesses, institutions, and society at large, the industry has a meaningful role to play in reimagining how we define brand safety. It is not only about the context in which our campaigns appear but the communities and shared values beneath them.
In this session join Adweek and Twitter's Sarah Personette and explore the journey of how we as marketers can go from a vision of safety limited to brands to one that emphasizes the evolution of humanity and how this can help us solve our most pressing business obstacles at their core.
12:30 PM — 12:50 PM ET
Main Stage
Representation Matters: Advocating for All
Featuring: Chad Easterling - Obsidianworks
Bobby Moore III - Obsidianworks
René Spellman - Obsidianworks
Danny Wright - Adweek
Along with actor and producer Michael B. Jordan, the team has been busy building out Obsidianworks, the marketing agency that fosters more inclusive storytelling for brands worldwide. In strategic partnership with 160over90 and global entertainment and sports leader Endeavor, the creative hub strengthens its commitment to addressing racial equality within the industry at large. Co-founders Jordan and Easterling, alongside CAA alum René Spellman and creative marketing veteran Bobby Moore III, each wear many hats to roll out the culture-powered marketing venture. Join us at Brandweek on Day 4 to hear from Easterling, Moore, Spellman on how best to combine voice and vision to provide authentic representation.
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Leveraging First-Party Data in The Age of Privacy
Elizabeth Brennan - Permutive
We often hear about innovative, disruptive businesses having a wealth of data on their audiences versus traditional retailer-sold brands, but the truth is that all brands have the option to leverage data; they just need to know where to look and how to activate it. Brands looking to activate their owned data, no matter how much they have access to, and get closer to consumers need to look to publishers’ first-party data. In this session, join Elizabeth Brennan, Head of Advertiser Strategy at audience platform, Permutive, as she offers practical solutions for accessing publisher insights while protecting the needs and privacy of your customers.
Attend this session and learn:
· How to get close to your customers via First-Party Data and protect their privacy
· Why a data deficit doesn’t mean you can’t have an audience strategy
· Best practices for activating campaigns using publisher data
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
IKEA’s Blueprint for Success
Featuring: Umesh Sripad - IKEA
Robert Klara - Adweek
Long celebrated for its in-store customer experience, the Swedish furniture retailer has doubled down on its ecommerce strategy. Leading that effort is Chief Digital Officer Umesh Sripad, who joins Brandweek on Day 4 to share his blueprint for ramping up its omniplatform business.
1:50 PM — 2:05 PM ET
Main Stage
Walmart + The Trade Desk: When Unparalleled Data Meets Best-in-class Tech
Jed Dederick - The Trade Desk
Stephen Howard-Sarin - Walmart Connect
Walmart Connect is focused on expanding media touchpoints to help brands reach customers wherever they are browsing, shopping or engaging with content. To do this, they’ve partnered with The Trade Desk to launch The Walmart DSP, a programmatic demand-side platform that combines the best-in-class technology and performance of The Trade Desk with the robust scale of Walmart’s unparalleled first-party omnichannel data. It’s going to help the brands of the future drive media performance outside of Walmart’s shopping sites. In this session The Trade Desk’s Jed Dederick and Walmart Connect’s Stephen Howard-Sarin will discuss what makes this partnership so powerful, delve into the key features of the new DSP, and talk through their shared vision for the future.
2:10 PM — 2:30 PM ET
Main Stage
Reimagining Leadership in the Digital Age
Bozoma Saint John - Netflix
Danny Wright - Adweek
Trailblazing brand marketing executive and change agent Bozoma Saint John is renowned for her unparalleled energy, transformative thinking, and innovative ideas. A true 3D corporate chess player, her marketing toolkit encompasses her experience across pop culture in entertainment, music, consumer packaged goods, fashion, sports and tech. In this session, join Adweek and Bozoma as she shares marketing secrets and insights from her career journey including how she made her own lane at brands including Pepsi, Apple, Uber and Endeavor, and why bringing her real self into the C-Suite gives her a unique edge and approach to leadership.
2:30 PM — 3:10 PM ET
Main Stage
Brand Genius Ceremony
Ko Im -
Join us as we honor the top marketers from 2021, the Brand Genius honorees, alongside Brand Visionary honoree, Jennifer Lopez, and Brand Save honoree, The Trevor Project.
Adweek’s Brand Genius Award has stood as the marketing and branding world’s consummate honor for over three decades. Each year, a distinguished panel of our senior editors convenes to identify the most creative, colorful, and ultimately successful examples of brand building in 10 major business categories. While the achievements of each recipient vary, each has demonstrated unique ideas, a willingness to break with convention, and has successfully advanced his or her brand’s prestige despite formidable competition and a challenging business climate.
In 2012, Adweek’s editors added a crowning honor to the winner lineup, an award that would recognize not just the preceding year’s marketing efforts, but a career’s worth of exemplary brand building. This distinction is the Brand Visionary Award, bestowed on pioneering executives who’ve not only built successful brands, but influenced the culture itself with exceptional products, groundbreaking ideas and pioneering leadership.
Finally, in recognition of the excellent work undertaken in the not-for-profit sector, Adweek created the Brand Genius Awards’ final honor, called Brand Save, which spotlights and celebrates the growing importance of cause-marketing that benefits philanthropies, charitable groups, and other public-benefit concerns.
Adweek profiles each of the Brand Genius recipients in a special issue of the magazine. Join us for this year's virtual Brand Genius awards show to celebrate the accomplishments of some of the most gifted executives working today.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Using AI To Effectively Traverse the Consumer Shopping Journey
Marta Cyhan-Bowles - Catalina
Faby Torres - PepsiCo
Jonathan Halvorson - Mondelez
Understanding how to apply ML/AI to the vast amount of data at our disposal is more important than ever -- especially since 80 percent of new media including social, video and email is unstructured. In order to connect with consumers seamlessly as they traverse their shopper journeys across channels, marketers need smart analytics, not just standout creative. In this Masterclass, explore the opportunity for marketers to balance breakthrough creative ideas with data-driven strategies that optimize results.
A Taste of Brandweek
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Beyond the Beverage: The Future of Consumables with Kin Euphorics
Culture is on precipice of a mental health revolution; “braincare” is the new self care. Consumer demands have shifted and the next generation of consumers is craving a new way to destress, re-calibrate, and rejuvenate. A host at her core, co-founder Jen Batchelor recognized a need for a functional drink that was sexy enough to drink at a bar, but strong and smart enough to drink at your own accord to better yourself. Kin Euphorics, launched in 2018, and has become the leading brand paving the way for the future of functional beverages with the most innovative ingredient stack in the business. Join Kin Euphorics Co-Founder and CEO Jen Batchelor for a groundbreaking discussion about how to build a brand from the inside out for the consumer of the future.
*At Capacity
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Go From Start-up to the #3 Bottled Coffee Drink in the US
Jake DeCicco - Super Coffee
Tori Hanna - Super Coffee
Learn how Super Coffee went from dormroom startup to the #3 bottled coffee drink, taking over shelves across the US. Jake will share key business insights on how Positive Energy enabled the company to scale while remaining opportunistic through challenging times. Jake will touch on the power of the Brands first national integrated Brand campaign with Add Something Positive, driving home the Brand ethos of removing the negatives and adding positives to your energy experience.
*At Capacity
Networking
THE BRANDWEEK LIFT DIVERSITY BUSINESS FAIR
The Brandweek Lift Diversity Business Fair presented by Amazon Advertising is tailored to provide essential advice and resources intended to empower and benefit underrepresented business leaders, and create space for companies to learn from, connect with and discover the gains of investing in businesses owned and led by diverse, equity-centered, and inclusive communities. Programming for the day will include inspiring conversations and informative workshops led by diverse business owners and industry experts that will support and identify growth opportunities that understand and meet the unique business needs of underrepresented communities, and offer a blueprint of best practices for brands, agencies and publishers on how to work with these businesses, build authentic and sustainable relationships and create impactful, inclusive work.
A Taste of Brandweek
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Creating Your Perfect Blend with Just Add Honey Tea Company
Sometimes your cup of tea would be better with a pinch of this, or a little bit of that… Let us help you create your perfect blend! Since 2006, just add honey has created loose leaf tea blends that are perfect for every palate.
In this class, you will learn:
-what is tea
-what is NOT tea
-how to create your perfect blend
-blend and spice up what you have at home
*At Capacity
10:00 AM — 10:30 AM ET
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Why Experience Matters: Building a Self-care Brand (Clone)
Self-care has taken on a new meaning since the beginning of the pandemic. COVID19 changed what it means to “take care” from a nebulous concept to now, essential practices necessary for stress relief, better sleep and feel more resilient during this difficult time. Join SPRAISE founder Dominique Boseman along with marketing officer Heidi Pearson as they discuss why experience matters in brand building. Learn how Dominique used her passion for advocacy to build a vegan body-care brand that puts the customer journey first and leverages self-discovery to create a lasting impact.
Main Stage — 11:00 AM — 1:30 PM ET
Workshops — 1:30 PM — 2:30 PM ET
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
| Standout Social Strategies: How to Get Your Company’s Voice Heard | |
|---|---|
| 1:30 PM - 2:30 PM | With so many new and established businesses jockeying for market share in the current ecosystem, having a killer marketing strategy that sets your business apart from the pack has become the crucial factor between thriving and barely surviving. |
Presented by
The Great AWakening
2020 and the global pandemic served as a catalyst for reinvention within the marketing and advertising industry. As social distancing continued into the spring and we anticipate a new world to order set in during the summer months, new rules of engagement have started to form. How have shifting consumer habits and spend, coupled with technological advancements and privacy concerns, inspired a new way of thinking and delivering a return on spending? On the first day of Brandweek, we welcome industry leaders to speak to marketing’s great awakening.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Finding the Sweet in Unsweetened with Sound
Sound Co-Founder, Tommy Kelly, joins us to share his journey from the nuclear power industry to launching a category-leading beverage brand. He’ll discuss the recent rebrand at Sound that led to 3x growth in same-store sales velocity and how to design for omni-channel success. He will also share his perspective on how taking a “sound” approach to all aspects of the business has created staying power for the brand.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Break all the Rules with Mented Cosmetics
Mented CEO KJ Miller went to Harvard Business School to learn all the rules about starting and marketing a business, only to launch one and promptly break them all. Join her and discover how to launch and grow a successful brand while throwing the textbooks out the window.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: The Power of Baking with King Arthur Baking
How King Arthur Baking Company, America’s oldest flour company, not only pivoted to meet +56% pandemic-led growth on store shelves, but also refreshed its brand image with a new logo and new marketing strategy to speak to the next generation of bakers.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: From Helping Brands to Building Our Own
Join us to hear how our experiences running a creative agency and serving clients informed the way we look at brands and inspired us to build our very own. We’ll share tricks of the trade, big businesses’ best kept secrets, and common pitfalls to avoid.
Masterclass
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
The Inside Scoop on Owning Your Brand Narrative
Featuring: Matthew McCarthy - Ben & Jerry's
Lisa Granatstein - Adweek
Ice cream and non-dairy desserts aren’t the only cool items Ben & Jerry’s serves up. Long before it was widespread, the iconic frozen treats brand was on the forefront of what it means to be socially responsible. For Ben & Jerry’s, it’s not cause marketing, and it’s not philanthropy. CEO Matthew McCarthy understands the power of businesses as a force for good and has led the way for social activism in the brand arena - inspiring other C-suite executives to exercise their power, too. McCarthy joins Day 1 of Brandweek to discuss marketers’ newfound voice, the power of co-creation and the importance of an open dialogue with your consumer.
12:05 PM — 12:10 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you all week by Smartsheet!
12:10 PM — 12:25 PM ET
Main Stage
When All Else Fails, Walt Disney.
Randi Stipes - IBM
As marketers, we are the front line. We are the voice consumers hear. We are the message leaders speak. We are puppeteers of the technology bringing our brands to market. And when a new world order comes about, the expectations and stakes are even higher. So, what’s the secret to navigating the unprecedented? Confidence? Control? Curiosity. Yes. Yes. Yes. We all know it’s easier said than done. In this session, Randi will share practical learnings and tools for how to bring the 3 Cs into your new world order. And yes, explain what all this has to do with Walt Disney.
12:30 PM — 12:50 PM ET
Main Stage
Harnessing the Marketing Evolution
Featuring: Cara Sylvester - Target
Stephanie Paterik - Adweek
The role of marketing has evolved to become the heart of the consumer experience and a key growth driver, especially as companies evolve and adapt based on consumers’ ever-changing needs. Join Target’s CMDO Cara Sylvester for a discussion on how to harness marketing’s full potential in a digital-first world and maximize growth in today’s rapidly changing environment.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Featuring: Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
1:30 PM — 2:30 PM ET
Workshop
Harnessing the Power of Your Personal Brand to Build a Thriving and Sustainable Business
Featuring: Marvet Britto - The Britto Agency
The most compelling part of any origin story behind a successful brand or business is how its founder came to start it. Whether it’s a spark of passion, a family promise, a personal health journey, a “David vs. Goliath” career breaking point, or a call to serve the underserved — clients and consumers are often drawn in by “purpose” more than “product.”
For nearly three decades, Marvet Britto, has used her natural gift and razor-sharp instincts to elevate an impressive roster of talent and brands into well-known and respected names with global reach. Her vast and diverse breadth of work includes names like Mariah Carey, Essence Magazine, Bishop TD Jakes, Charlamagne Tha God, Motorola, Wheels Up, the island of Anguilla, Martell Cognac and so many more.
In this workshop, Marvet will guide you to identify your “Hand Print” — the determining factor that leaves a lasting impression with clients, associates and prospective business connections — and how to utilize it to market yourself and your business optimally in an ever-changing business and social landscape.
Come prepared to take notes, ask plenty of questions and make beneficial connections with Marvet and a community of business owners like yourself!
12:55 PM — 1:00 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:00 PM — 1:15 PM ET
Main Stage
Using the Hollywood Model to Build Creative Teams at Scale
Patrick Holly - Upwork
Kelsey Sutton - Adweek
As creatives are under increasing pressure to drive speed and innovation, the need to create at scale becomes more urgent. Innovative leaders are leveraging the Hollywood Model to dynamically build hybrid teams of in-house creatives and independent experts to tackle key initiatives and open the door to execute on big ideas. Join Upwork’s Executive Creative Director, Patrick Holly as he shares:
- How to build a hybrid team at scale to address diverse creative opportunities
- Best practices for fostering creative collaboration with a distributed team
- Guidance on how to align in-house skills and emerging talent needs
1:20 PM — 1:25 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
1:25 PM — 1:45 PM ET
Main Stage
How the Great Reshuffling Accelerated Zillow’s Brand Evolution
Featuring: Aimee Johnson - Zillow
Lisa Lacy - Adweek
The global pandemic upended the meaning of “home” and prompted people across the U.S. to rethink how and where they want to live and work. This rapid change contributed to the “Great Reshuffling,” a confluence of social, demographic and economic factors that spurred high demand for housing and rapidly transformed the real estate industry. Join Adweek as we sit down with Zillow’s Chief Marketing Officer Aimee Johnson to discuss the onus behind the brand’s evolution, why the pandemic and The Great Reshuffling accelerated this movement, and what this means for all of us as people, and as marketers, as we continue to search for our “new normal.”
2:10 PM — 2:30 PM ET
Main Stage
TP for the People! How Kimberly-Clark Saved Our Butts
Featuring: Zena Arnold - Kimberly-Clark
Nicole Ortiz - Adweek
Kimberly-Clark has been the popular purveyor of CPG essentials, from Kleenex and Huggies to Cottonelle and Kotex, for more than a century. But a global pandemic led to unprecedented levels of demand, forcing a rethink of its supply chain, its customer journeys and its marketing efforts overall. On Day 1 of Brandweek, hear from Zena Arnold, Kimberly-Clark’s Chief Digital and Marketing Officer, who led the marketing effort after joining the company from Google in April 2020, on what it takes to rapidly transform your business in more than 175 countries when ¼ of the world’s population depends on one of your products every day.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:00 PM ET
Main Stage
An Industry Called to Action: How Crisis is Catapulting Brands into Marketing’s Next Era
Marvin Chow - Google
David Kaplan - Adweek
2020’s shock to the cultural and consumer landscape forced a reckoning for brands and customers alike. The crisis felt by both businesses and people around the world were captured as moments of empathy and drove purposeful action by responsive and savvy brands. In this keynote, Marvin Chow, VP Global Marketing at Google, will break down the reckoning that has inspired brands to be more deliberate in their communications, share Google’s own response to this, and outline the new opportunities shaping the future of marketing.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Break the Cycle of Dependence
Jeremy Hlavacek - IBM Watson Advertising
Bruno Cardinali - Popeyes
Shiv Singh - Expedia Group
Whether you’re frustrated or relieved about the third-party cookie delay, most brands agree that being dependent on the decisions of a few big players puts us in a precarious position. As our industry faces an uncertain future, businesses must also solve for existing challenges including supply chain issues, changing consumer needs, and increasing competition from digital DTC natives. What if a better solution was right in front of us? One that could help us crush ROI metrics while protecting the privacy of our consumers? Join this interactive Masterclass led by IBM Watson Advertising to hear from leading brands who are future proofing their strategies with advanced, open technology that puts them back in control.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Balancing the Shift: Innovation That Goes Beyond 9-5 with Dr. Neela, Co-Founder of Jaanuu
Jaanuu -
Dr. Neela Sethi - Jaanuu
As a practicing pediatrician and co-founder, Dr. Neela has been on the frontlines for the past year and a half juggling parenthood, her businesses and her patients, all to the backdrop of a global pandemic. What started as a desire to bring style and function to the medical apparel space, transformed into a mission to empower healthcare heroes to look and feel their best around the clock. Get the inside scoop from Dr. Neela who has used her first hand experience to inform and innovate the medical apparel industry, most recently with Jaanuu’s new line of loungewear - perfect for caregivers’ recovery, a critical and often overlooked component of the medical field.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Salad for the People: Building Brand Equity with Farmer’s Fridge
A salad company meets Midwestern nice – that’s Farmer’s Fridge. Healthy, ready-to-eat meals for everyone – not just health nuts or yoga gurus. VP of Marketing Meghan Hurley will talk building a scalable brand that helps regular people trying to eat well, navigating the pandemic after losing 95% of our business overnight, and launching partnerships with some of the country’s most recognizable chefs.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Cookie Break with Levain Bakery
Iconic New York City institution, Levain Bakery is celebrated as home of the world’s best cookie. What started in 1995 as a tiny bread shop on the Upper West Side of Manhattan has grown into national omnichannel business. Join Chief Marketing Officer - and fellow sweet tooth - Lorna Sommerville for a delicious (cookie) break to learn how she’s helping to scale this heritage brand while preserving its beloved status.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Life is Good®: Optimism Over Adversity
In this talk, hear from Life is Good® 's President, Tom Hassell, on how the optimistic apparel company evolved its business model in 2020 – one of the most challenging years in retail - nearly doubling its customer-base and growing ecommerce revenue by 75 percent. Connect with the deeper purpose of your work & life, while taking away actionable tips on how you can drive positive change within your organization.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Data Is Dead, Long Live Data!
Picture the scene: it’s 2022 and the cookie-less future digital retailers have been scrambling to navigate is here, but you haven’t sweat it since September. Sounds great, right? Make that future a reality by joining Win Brands Group co-founder and CMO Taylor Sicard for a discussion on how the modern holding company is already setting its portfolio of brands including Homesick, QALO, and Gravity up for success by finding new ways to gather first-party data. Learn how each brand has already used these findings to shape everything from product development, to marketing attribution, and more, and how to apply these lessons to your own brand in preparation for the ‘datageddon.’
Networking
THE TRAILBLAZERS
Taking the road less traveled hasn’t always been favorable. However, some of the greatest triumphs are the result of calculated risks. Leveraging complex tech stacks, prioritizing brand purpose, and personalizing messaging at scale are just a few ways of reaching consumers and building valuable consumer relationships. Today, we invite trailblazers and pioneers to the stage—those who have successfully forged their own paths for connecting with consumers.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Building a Business Based on the Lifestyle of an Iconic Athlete
Want to know what Tom Brady eats every day and on game day? TB12 is inspired by 3-time NFL MVP and 6-time Super Bowl winning quarterback Tom Brady and developed with his business partner and co-founder Alex Guerrero, offering a holistic approach to performance and recovery with a belief that supplementing with natural ingredients can be a key part of a healthy recovery protocol. Join TB12 CEO John Burns to discuss how TB12 is transforming global health & wellness and how to improve your longevitiy and perform at your best integrating revolutionary concepts in nutrition and hydration.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: How One Brand Has Converted Product Positioning To Social Responsibility with VIDE
Join us as we chat with CEO and Cofounder of VIDE Beverages, Ryan Laverty, who has brought quality, convenience, and transparency to the RTD market with its all-natural, gluten-free, zero sugar, zero carbs beverages. We also will be talking about how VIDE started a conversation about how an intentionally purchased product can inspire small moments of self-improvement, and what that means to VIDE as a company.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: How To Do More with Less with Mush
Jo Dutta, who previously ran large brands at PepsiCo including the global Quaker brand, will share the brand story and how MUSH has earned cult like status among fitness enthusiasts, celebrities and plant based community leaders. She will also share lessons in how to create a new category and sustainably scale a business while constantly having to do ‘more with less’.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Boundless Beauty
The description: Connect with Nadia D. Cross, founder and creator of Teal N Bronze, an organic skincare line which harmonizes body wellness for all genders and skin. Her journey to guarantee conscious commerce traveled from toxin-free to multi-purpose to provide transparency into self care that doesn't hurt the planet. Learn how Nadia is pioneering Boundless Beauty and redefining the game along the way.
Masterclass
10:30 AM — 11:30 AM ET
Masterclass
Masterclass: Understanding Gen Z Identity
Kasha Cacy - ENGINE
Soyoung Kang - eos
Melissa Hobley - OkCupid
"I have a real love/hate thing with labels and identity because I think it’s shifting and contextual and a little bit hard to define – but not like evil because…[it] helps people find their people.” – Kathleen, non-binary, Illinois, 26 (Cassandra Collective)
Gen Z is speaking, and we need to start listening. Identity has always been important, but for Gen Zs today it’s mandatory. It’s much more complex and nuanced than race, gender and ethnicity – and on top of that it’s fluid and ever evolving. From content, to music, to politics and hobbies… they believe these are all an extension of their identities and are passionate about who they are and how they are defined. For marketers it’s fascinating… and also a challenge we can’t ignore. Don’t miss this session as we learn what Gen Z’s are saying, what they expect and what this means for brands, advertising and innovation.
Main Stage
11:30 AM — 11:40 AM ET
Main Stage
Adweek Opening Remarks
Danny Wright - Adweek
Welcoming remarks and a look at the event.
11:40 AM — 12:00 PM ET
Main Stage
Mental Models for Harnessing Creativity
Neil Lindsay - Amazon
Jameson Fleming - Adweek
Successful brands tell compelling stories, and that best stories are those that celebrate humanity, have personality, and are often fun, while amplifying the truth about their product, service or brand. Neil Lindsay, Amazon’s SVP WW Marketing and Prime, joins Adweek to discuss the techniques and mental models his team uses to harness creativity and create stories that help Amazon build successful brands.
12:30 PM — 12:50 PM ET
Main Stage
The Art and Science of Selling Campbell SNACKS
Janda Lukin - Campbell SNACKS
David Griner - Adweek
If you’re a snacker, you’ve likely munched on Goldfish crackers, Milano cookies and Kettle Brand potato chips in your lifetime. For a company that’s been around for 150 years, it’s served up snacks to generations of fans. But as digitally native consumers grow increasingly more dominant, creative effectiveness and new product innovation are key to success. On Day 2, join Campbell SNACKS CMO Janda Lukin, to learn how to embrace new consumer behaviors and the importance of creativity in the marketing mix.
1:40 PM — 1:55 PM ET
Main Stage
Bold Moves Win: How Innovative Brands Thrive in the Age of Digital Reckoning
Justin Hayashi - New Engen
Alexis Ohanian - Seven Seven Six
Digital marketing is facing a reckoning. Brands can no longer rely on the old tried-and-true marketing playbooks to drive growth. Bold is no longer restricted to provocative campaign taglines. It’s a mode of operation, and for many, it’s a recipe for success. Join New Engen CEO, Justin Hayashi and Head of Research, Strategy & Insights, Anna Otieno as they showcase bold, strategic wins that are propelling brands forward in an age of digital reckoning.
2:00 PM — 2:20 PM ET
Main Stage
Bring It On: Owning Your Narrative with Gabrielle Union
Featuring: Gabrielle Union - Actress, Producer, Author and Entrepreneur
Terry Stanley - Adweek
Gabrielle Union exemplifies authenticity and hustle. With the relaunch of her hair-care line, Flawless by Gabrielle Union, becoming co-founder of the organic children’s snack food line, Bitsy’s and most recently, launching Proudly, a baby company specially formulated for children of color, all while serving as an advocate for systematic change within the entertainment industry, the true trailblazer and entrepreneur joins us for Day 2 of Brandweek to discuss defining your narrative, acting on personal beliefs, and what true partnership entails.
2:20 PM — 2:35 PM ET
Main Stage
Today’s Traveler: Marketing with Agility to a Moving Target
Crystal Eastman - Zeta
Stephen Fitzgerald - G6 Hospitality LLC
The pandemic has changed booking behavior with spontaneity and optionality replacing long-term dreaming and planning. Reaching consumers with tailored offers at just the right moment has become critical to win share. How are Travel and Hospitality brands successfully connecting with today’s consumer, while planning for the expected travel resurgence in 2022 and beyond?
In this session join Crystal Eastman, Chief Marketing Officer, Zeta Global and Stephen Fitzgerald, VP eCommerce and Distribution, G6 Hospitality as they dive deep into the current landscape, offer insights into how marketers can reimagine their omnichannel strategies to balance data and customer loyalty, and tips for understanding the new customer journey.
Attend this session and learn:
How traveler behaviors have changed and why understanding the new customer journey is more critical than ever.
How successful Travel and Hospitality brands are using data to power agile, omnichannel marketing strategies to capture booking share.
How marketers across industries learn from leading Travel & Hospitality brands about balancing revenue goals with loyalty.
2:35 PM — 2:40 PM ET
Main Stage
Trivia Break
Join us for Trivia brought to you by Smartsheet!
2:40 PM — 3:05 PM ET
Main Stage
Standing the Test of Time: How Jermaine Dupri and Gamble and Huff Are Paving the Future of Music
Kenneth Gamble - Philadelphia International Records
Leon Huff - Philadelphia International Records
Danny Wright - Adweek
Jermaine Dupri - Grammy Award Winning Songwriter/Producer
The music industry can be fickle, with talent here today and gone tomorrow. A few standouts, however, are proving to rise above the noise in their effort to carry on their legacy in the digital age. This includes Grammy-winning songwriters and producers Kenneth Gamble and Leon Huff, founders of the groundbreaking label Philadelphia International Records that launched the Philly Soul sound. In addition to creating an entire genre of music, these two visionaries were the creators of what we know as joint venture deals between independent labels and major distributors. Jermaine Dupri, to name another, has built one of the most prolific careers in music selling millions of records, topping music charts throughout numerous decades, and playing an instrumental role in the careers of Kriss Kross, Usher, Mariah Carey amongst many others. In this session, join Adweek as we sit down with Kenneth, Leon and Jermaine Dupri as they share their best insights from their careers including how to make music that can stand the test of time and building transitional brands outside of music. They'll also shed light on the importance of mentorship when it comes to young talent and offer predictions on the future of music and how to remain relevant and keep fans engaged longer in the digital age where attention is fleeting.
3:10 PM — 3:15 PM ET
Main Stage
Adweek Closing Remarks
Danny Wright - Adweek
Thank you for joining us!
Masterclass
3:15 PM — 4:15 PM ET
Masterclass
Masterclass: Mastering the Consumer Journey for 2022 and Beyond
Jennifer Chase - SAS
Kelly Mahoney - Ulta Beauty
Gayle Troberman - iHeartMedia
The customer journey revolution is here to stay - compelling marketers to be curious, agile and innovative in their approaches. Join this masterclass to learn the importance of personalization, prioritizing loyalty and delivering on immersive experiences.
A Taste of Brandweek (Available to Brand Pass Holders Only)
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: How to Build a Brand People Believe In
As marketers, our north star is forming deep, lifelong connections with our customers, mobilizing a movement, and inspiring evangelism. Join Daily Harvest founder + CEO, Rachel Drori for a conversation on how to build a brand everyone can believe in by committing to solving a systemic problem and being radically customer-driven. Enjoy a complimentary box of nourishing bowls, flatbreads, smoothies, snacks and desserts courtesy of Daily Harvest, too.
4:00 PM — 4:30 PM ET
Experiences
Taste of Brandweek: Surprise & Delight: A Perfect Subscription Box Experience with Bulu
Bulu launched the sixth Subscription Box to hit the market in 2012. Since then, Bulu has launched and managed dozens of programs in partnership with brands like Disney, GNC, Crayola, Lululemon, Discovery Channel Shark Week, and more, to bring the unique consumer experience (and recurring revenue) of a Subscription Box to these storied brands' offerings. Unbox a surprise alongside Bulu Co-Founder and CEO Paul Jarrett, and hear the big fails and bigger wins in Bulu's pursuit to create the perfect Subscription Boxes.
4:00 PM — 4:30 PM ET
Taste of Brandweek: Healthy Inside, Radiant Outside
Everything you need to truly feel good starts from within. HUM approaches skin, hair, body and mood goals from the inside out with clean, clinically proven nutrients and free nutritionist advice. Learn more about their mission and how they are inspiring people to live healthier, happier lives using two key ingredients: science and joy. Plus, enjoy your new vitamin routine of HUM bestsellers!
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Harvesting a Heritage for Your Brand
400 million pounds of cranberries are consumed by Americans each year. It’s no surprise Ocean Spray produces 70 million cans of cranberry sauce each year as part of that. Brand affinity was solidified by building a deep-rooted heritage behind this hero superfruit, the cranberry. CCO Monisha Dabek will discuss ways Ocean Spray continues to dedicate the brand’s mission to the cooperative’s tireless commitment in the harvesting process of the cranberry. Dabek will specifically highlight ways the brand heritage has evolved and innovated around the pillar superfruit, which is ingeniously incorporated across all channels, such as through recipe integration, ingredient experimentation and more.
4:30 PM — 5:00 PM ET
Experiences
Taste of Brandweek: Navigating to a Nature-based Age
Jason De Turris - Apeel
How do we transform our food system to work in harmony with nature, ensuring an abundant future for our planet? Join Jason De Turris, Apeel’s Senior Vice President of Marketing Sciences, for a conversation on how to build a mission-focused, nature-based brand that can galvanize retailers and consumers alike to tackle some of the most pressing sustainability issues facing our planet. Attendees will enjoy Apeel-treated produce, proven to last 2-3 times longer than conventional produce, courtesy of the Apeel team.
Networking
THE CREATORS
Creativity serves as the bloodline for the industry. Seismic societal and organizational changes have resulted in an understanding that brands are no longer just brands. Brands must now serve as representatives of ideals and purpose. Today, we highlight the creators behind brand positioning and innovation.
A Taste of Brandweek (Available to Brand Pass Holders Only)
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Growing Younger: How Happy Socks is Adapting to Gen Z and Their Version of Happiness
Happy Socks’ Head of Marketing and Creative Director talk us through how the Swedish brand has kept their “forever young” attitude throughout the years, first finding success with Millennials, and now shifting their appeal to Gen Z through youth-driven content. One part random, one part soul, and always coated in color.
9:30 AM — 10:00 AM ET
Experiences
Taste of Brandweek: Sky’s the Limit for Customizing Taste
Private jet travel has taken off! Now, not only can more people take advantage of flying private, but they can also enjoy the luxury of customizing their travel experience. Private fliers can now select anything from their aircraft, to take off time, and Wheels Up, the leading brand in private aviation has taken it a step further by offering a selection of customized catering and dining options on and off the ground. Chief Experience Officer, Gail Grimmett will discuss the ways partnerships with likeminded brands like Landry’s, Rao’s, Whispering Angel, Caviar, and more have led to the ultimate dining experience for Members, from take-off through enjoying their desired destination.
10:00 AM — 10:30 AM ET
Experiences
Taste of Brandweek: Unboxing Bespoke Post's Box Creation Process
Bespoke Post's goal is to d