Passing the Pen: The Importance of Collaboration in Brand Partnerships
Tuesday, June 29, 2021
2:15 PM - 2:40 PM (PDT)
John Petty III

* Open to Premium and All-Inclusive Pass holders

Internet culture has fundamentally changed how younger generations interact with advertising. In the modern media landscape, endless content options and skippable videos have created new challenges for marketers. As a result, brand messaging has to come from more trusted sources than just a TV commercial or a billboard––it has to come from the people your audience looks up to. While some influencer marketing partnerships have been able to light culture ablaze, most of them fall flat.

In this session, join Wieden+Kennedy’s Head of Social, John Petty III, and explore what modern brand partnerships need to look like to succeed in internet culture.

Attend this session and learn: 

  • How to identify the right collaborations and partnerships for your brand
  • The essential factors behind creating the best brand partnerships
  • How to make cultural waves and authentically engage your audience


John Petty III, Head of Social, Wieden + Kennedy

Session Type