McCormick has spent over a century defining flavor. Now, it’s redefining relevance. This session takes a behind-the-scenes look at McCormick’s multi-year partnership with Paris Hilton and 11:11 Media, with United Entertainment Group as a strategic and creative partner. Together, they’re building campaigns and products that speak to the next generation by blending nostalgia, pop culture, and storytelling. Attendees will learn how the partnership came together across brand, talent, and agency, why Paris Hilton is shaping a new kind of brand architecture, and how McCormick is turning flavor into a cultural conversation.