Adspeak

In this episode of Adspeak by ADWEEK, host Will Lee leads a Brandweek roundtable on how national brands win through local relevance. Featuring Kim Yates, (Chief Commercial Officer at Atlanta Journal-Constitution), Jeremy Heilpern, (Founder and CEO of Ammunition Ventures), Tom Gargiulo, (Chief Marketing Officer, BodyArmor Sports Nutrition at Coca-Cola), Matt Wikstrom, (Chief of Partnership Sales at LA28 Olympic and Paralympic Games), Rebecca Hogan, (VP Communication at The Weather Company), and Jackie Choice, (Senior Manager Marketing at Cox Enterprises).The discussion explores how brands balance national scale with hyper-local authenticity. From building distinct brand architectures to activating local athletes, partners, and community networks, the group shares practical strategies to drive emotional connection and loyalty. They also unpack the power of weather-triggered, context-aware messaging and why empowering local voices often outperforms centralized control. The takeaway: brands that listen deeply, invest in communities, and adapt messaging to regional realities are the ones that break through today’s fragmented media landscape.What You'll Learn:How to transition legacy media businesses to digital-first models Why hyper-local targeting and personalization outperform national broadcast spend The emotional decision-making framework that makes local marketing work How to leverage distributed networks to tell brand stories authenticallyThe role of weather data and hyper-personalization in unlocking new marketing possibilitiesWhy authentic local presence requires listening, not just showing upGuest Resources: Kim Yates on LinkedInAtlanta Journal-Constitution WebsiteJeremy Heilpern on LinkedInAmmunition Ventures WebsiteTom Gargiulo on LinkedInThe Coca-Cola Company (BodyArmor) WebsiteMatt Wikstrom on LinkedInL28 Olympic and Paralympic Games Website Rebecca Hogan on LinkedInThe Weather Company Website Jackie Choice on LinkedInCox Enterprises Website  Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Alison Weissbrot moderates a panel of industry leaders redefining modern commerce. Featuring Jennifer Silverberg (CEO, SmartCommerce), Benoit Vatere (Chief Media Officer, Liquid Death), Tisha Thompson (Founder & CEO, LYS Beauty), Nicole Vinson (VP, Kellanova), Candace Payne (VP Marketing, Sephora), and Beth Tripaldi (Head of Strategy, Argonaut), the discussion explores why the traditional funnel has collapsed. The group unpacks omnichannel strategies, retail media, and data-driven creativity needed to win in a fragmented, fast-moving consumer journey. What You'll Learn:How to Stop Using "Funnel" Language and Start Thinking in FlywheelsWhy Your Upper and Lower Funnel Creative Must Be Strategically DifferentThe Identity Resolution Framework to Drive Repeat Purchase in CPGHow to Leverage Retail Media Partnerships for Consumer DataThe Relevance-Over-Personalization Principle for Stopping the ScrollWhy Retailers Becoming Media Companies Changes EverythingHow to Prepare for AI-Driven Commerce Before Agents Reshape DiscoveryThe Creativity Moat in an AI-Saturated Data WorldAbout the Guests:Tisha Thompson is the Founder and CEO of LYS Beauty, a disruptive beauty brand focused on inclusive color ranges and empowering self-expression. Her firsthand experience scaling a DTC beauty brand through viral moments and strategic retail partnerships provides a critical perspective on how modern consumers discover and commit to brands.Benoit Vatere is the Chief Marketing Officer at Liquid Death, the functional beverage brand known for bold brand-building and unconventional marketing. His expertise spans CPG marketing, brand identity, and navigating the complex balance between upper-funnel brand awareness and lower-funnel retail conversion.Jennifer Silverberg is the Founder of Smart Commerce, specializing in omnichannel retail strategies and creator commerce. Her deep involvement in platforms like Sephora's Creator Storefronts makes her a leading voice on how brands and retailers are redefining the shopping experience through technology and partnerships.Nicole Vinson leads Global Marketing Excellence for Kelanova (formerly part of Kellogg Company), bringing enterprise CPG expertise to discussions about data, retail relationships, and the evolving role of marketing in driving business outcomes at scale.Beth Tripaldi is the Head of Strategy at Argonaut, an independent creative shop. Her background in brand strategy and her focus on the intersection of creativity, data, and consumer insights make her a valuable voice on how to build long-term brand value while driving short-term sales.Candace Payne is the Vice President of Marketing, Brand and Seasonal Campaigns at Sephora, where she oversees creative strategy and campaign execution for one of the world's leading beauty retailers. Her expertise in content production, creator partnerships, and seasonal marketing provides a retail-side perspective on brand-retailer collaboration.Guest Resources: Tisha Thompson on LinkedInLYS Beauty WebsiteBenoit Vatere on LinkedInLiquid Death WebsiteJennifer Silverberg on LinkedInSmartCommerce WebsiteNicole Vinson on LinkedInKellanova Website Beth Tripaldi on LinkedInArgonaut Website Candace Payne on LinkedInSephora Website  Hosted on Acast. See acast.com/privacy for more information.

In this week's episode of Adspeak by ADWEEK, Dana Paolucci, Head of Engagement Marketing at Unilever’s Dove, joins Raven Walker, SVP of Client Partnerships at Collectively, to unpack how heritage brands can stay culturally relevant through creator-led strategies. They explore Dove’s shift from transactional influencer campaigns to community-driven partnerships that generate authentic engagement and large-scale UGC. From the viral Dove x Crumbl collaboration to immersive brand storytelling experiments, the conversation highlights how listening to audiences, respecting creator ecosystems, and integrating PR with influencer marketing can unlock exponential awareness. The episode offers practical insight into building long-term creator relationships, measuring cultural impact, and turning brand moments into sustained movements. What You'll Learn:How to identify cultural moments through social listeningWhy "tapping into" culture depletes communities, and how to "respond" insteaThe demotainment framework for heritage productsHow to build long-term creator loyalty through intimate community programsWhy PR and influencer marketing must operate as a single engineHow to move at speed while maintaining brand safetyAbout the Guests:Dana Paolucci is the Head of Engagement Marketing for Dove (Unilever) North America, where she leads all influencer partnerships, external communications, and brand collaborations. With a track record of launching iconic, award-winning campaigns, including Dove's Super Bowl spots, brand collaborations like Dove x Crumbl, and long-term community initiatives, she has redefined how heritage brands engage creators and build cultural relevance. Raven Walker is SVP of Client Partnerships at Collectively, a woman-founded influencer marketing agency specializing in creator-led social-first campaigns across beauty, CPG, and lifestyle brands. With expertise in strategic partnerships and creative innovation, she leads transformative campaigns for major brands, including Unilever North America.Guest Resources: Dana Paolucci on LinkedInUnilever NA WebsiteRaven Walker on LinkedInCollectively Website Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Brittaney Kiefer speaks with Omid Farhang, Founder of Majority and A.P. Chaney, Senior Director of Creative at the Coca-Cola company,  about reviving Sprite’s iconic “Obey Your Thirst” for a new generation. The conversation explores how legacy brands can stay culturally relevant without losing their core identity, and why restraint, and not reinvention, can be the boldest strategy. They unpack the role of authentic partnerships with emerging artists and athletes, aligning brand and agency vision, and turning organic consumer behavior into innovation. By grounding the campaign in real cultural signals and a clear creative ethos, Sprite reconnected with Gen Z and climbed to become the #3 soft drink in America.What You'll Learn:How to resurrect iconic brand platforms without letting ego undermine strategyWhy "disobey to obey" reframes a problematic command into a countercultural cryThe partnership authenticity framework for selecting talent and creatorsHow to transform consumer behavior on social media into product innovation The importance of alignment between brand leadership and agency ambitions How to balance cultural specificity with broad appeal About the Guests:Omid Farhang is the founder of Majority, a creative agency built on the belief that diversity drives culture-shaping ideas, in partnership with Shaquille O'Neal. His work has been featured in leading publications and even parodied on Saturday Night Live. A former Creative Director at Crispin Porter+Bogusky, he also held leadership roles at Creative Artists Agency and Momentum. Omid hosts the podcast Talking to Ourselves and was named to Ad Age’s 40 Under 40 in 2016.A.P. Chaney is the Senior Director of Creative at the Coca-Cola Company, and a strategic and creative marketing leader known for developing audience-first brand work rooted in cultural insight. Blending big-picture thinking with sharp execution, she crafts campaigns that feel both relevant and authentic. Her passion for pop culture, sports, and copywriting informs deeper creative strategies that resonate with modern consumers. A.P.’s approach centers on turning insight into impact, ensuring brands connect meaningfully while delivering experiences that are both engaging and true to their voice.Guest Resources: A.P. Chaney on LinkedInThe Coca-Cola Company WebsiteOmid Farhang on LinkedInMajority Website Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Mark Stenberg speaks with David Lafitte, President and CEO at Tecovas, about scaling a heritage brand without losing authenticity. David explains how the brand expands into new markets while staying rooted in Western storytelling, invests in experiential retail to build loyalty, and balances performance marketing with long-term brand building. He highlights the importance of using cultural trends as tailwinds, not as a core strategy, while maintaining craft quality as a core differentiator. The conversation also explores AI’s role in operations, not creativity, and how an omnichannel approach, including digital, retail, and wholesale, drives sustainable growth for modern DTC brands.What You'll Learn:How to thread the authenticity needle when expanding into non-traditional marketsWhy full-funnel marketing outperforms lower-funnel strategies for premium products The radical hospitality framework for creating defensible retail experiencesHow to leverage cultural momentum without chasing trendsWhy AI should enhance operations, not replace authentic creative contentThe omnichannel growth playbook for DTC brandsAbout the Guest:David Lafitte is the President and CEO of Tecovas, a leading and heritage western wear retailer. David is recognised for his expertise in scaling authentic heritage brands while maintaining cultural integrity in competitive markets. With a background in brand strategy and retail expansion, he has successfully transformed Tecovas from a digitally native direct-to-consumer company into an omnichannel powerhouse with 56 locations across 24 states, wholesale partnerships, and a distinctive retail experience centered on "radical hospitality."Guest Resources: David Lafitte on LinkedInTecovas Website Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, Mina Park, CEO and co-founder of Crispy Chicken Social Media Agency, and Alyson Stoner, Founder and CEO at Movement Genius, explore how celebrities can balance authenticity with strategy on social media. They discuss calculated transparency, using trends without losing originality, and building values-driven narratives that outlast algorithms. The conversation also highlights team-based content creation, thoughtful brand partnerships, and structuring content to deepen audience connection. Together, they reveal how intentional storytelling, not constant virality, is key to creating sustainable, meaningful personal brands in today's fast-moving digital landscape and culture shifts.What You'll Learn:How to reframe "authenticity" as calculated transparencyThe anti-marketing marketing approach.How to inject originality into viral trends without sacrificing reachThe grid management strategy for audience developmentWhy celebrity social media requires a team-based infrastructure, not solo management The vetting framework for brand partnershipsAbout the Guests:Mina Park is the CEO of Crispy Chicken Social Media Agency, a social-first agency specializing in organic content creation for brands, entertainment studios, and talent accounts. With over five years of experience managing high-profile celebrity social media presence, including clients like Chelsea Handler and Awkwafina, Mina brings strategic expertise in building authentic digital narratives.Alyson Stoner is a certified mental health practitioner and author who brings 25 years of entertainment industry experience to her work at the intersection of child safety, mental health, and media. As a New York Times bestselling author and long-term collaborator with Crispy Chicken, Alyson provides insights into navigating brand collaborations with integrity while maintaining an authentic public presence.Guest Resources: Mina Park on LinkedInCrispy Chicken Social Media Agency WebsiteAlyson Stoner on LinkedInMovement Genius Website Hosted on Acast. See acast.com/privacy for more information.

This week on Adspeak by ADWEEK, host Will Lee speaks with Jeff Greenspoon, CEO of The Americas at Kantar, on the sidelines of BrandWeek, about why brand tension fuels growth. From meaningfulness versus differentiation to short-term performance versus long-term investment, Jeff shares Kantar’s framework for predicting brand success. With examples like Nespresso and Barbie, he explains how CMOs protect their North Star while experimenting boldly, and why sustained brand investment drives stronger ROI, resilience, and lasting enterprise value.What You'll Learn:The "Meaningful and Different" FrameworkHow to Protect Your Brand's North Star While ExperimentingWhy Cutting Brand Spend During Budget Constraints Sacrifices 3-5 Years of GrowthThe Four-to-One ROI Ratio of Brand SalienceNespresso and Barbie as Case Studies in Navigating Competing Tensions)How to Translate Brand Metrics into CFO Language in B2B OrganizationsAbout the Guest and Host:Jeff Greenspoon is CEO of The Americas at Kantar, a global leader in brand measurement and marketing effectiveness backed by 50 years of proprietary research. Previously with Dentsu, he brings deep expertise in brand strategy and marketing transformation. Jeff partners with organisations to navigate the tensions between consistency and innovation, and short-term performance and long-term growth, helping brands unlock sustainable, measurable impact.Will Lee is CEO of ADWEEK, the leading media platform serving the marketing and advertising industry. Previously, he was Chief Operating Officer of NPR, where he oversaw strategy, transformation, and growth across its national network of member stations. He has also led digital businesses for PEOPLE, Entertainment Weekly, Sports Illustrated, and The Hollywood Reporter. With two decades in content, audience growth, and brand development, Will is based in New York City with his family.Guest Resources: Jeff Greenspoon on LinkedInKantar Website Hosted on Acast. See acast.com/privacy for more information.

This week on Adspeak by ADWEEK, host Rebecca Stewart speaks with Netflix CMO Marian Lee about building culture-first marketing that fuels fandom and organic conversation. From flexible campaign planning to live events and immersive brand experiences, Lee shares how Netflix balances authentic partnerships, IP protection, and ad-supported growth, positioning the brand as a cultural force, not just a streaming platform.What You'll Learn:How to build a marketing strategy around culture, not campaignsThe "Flexibility-First" marketing framework Why authentic brand partnerships require custodianship of storytellingHow to translate digital fandom into measurable real-world experiences The dual-role advantage: buying media as a marketer teaches you how to sell it How to develop appointment viewing behavior for streaming platformsAbout the Guest:Marian Lee is Chief Marketing Officer at Netflix, appointed in 2022 after serving as VP of UCAN Marketing. She leads a global team driving culture-shaping campaigns that connect audiences worldwide. Previously, she was VP & Co-Head of Music at Spotify, spearheading artist marketing and partnerships. Her career spans Condé Nast, J.Crew and PwC. She holds a BA from Barnard College.Guest Resources: Marian Lee on LinkedInNetflix Website Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Will Lee speaks with Sharon Price John, President and CEO of Build-A-Bear Workshop, about engineering one of retail’s most unlikely turnarounds. Recorded live at BrandWeek, the conversation explores how Build-A-Bear reinvented its business model, leveraged nostalgia and emotional connection, and reshaped investor storytelling to fuel a 2000% stock surge. Sharon shares lessons on distinguishing brand problems from business problems, balancing data with creativity, and expanding into multi-generational audiences while opening new stores as competitors retrenched. A must-listen for marketers navigating reinvention, resilience, and profitable growth.What You'll Learn:How to distinguish between a brand problem and a business problemThe "Stretchable Brand" frameworkWhy 40% of Build-A-Bear's revenue now comes from teens and adultsThe art of strategic storytelling for different audiencesHow to manufacture tradition in retailWhy financial literacy is non-negotiable for modern CMOs and creative leadersHow to renegotiate your way out of a structural crisis The operational flywheel in actionAbout the Guest:Sharon Price John is the President and Chief Executive Officer of Build-A-Bear Workshop, where she has led the company for nearly 13 years through a remarkable turnaround that saw stock prices increase 2,000% over five years, outpacing NVIDIA, Microsoft, and Oracle. With a background spanning global advertising agencies, brand leadership at Mattel and Disney, and executive roles at Hasbro and Stride Rite Children's Group, Sharon brings deep expertise in brand strategy, vertical retail operations, and consumer-centric marketing.Guest Resources: Sharon Price John on LinkedInBuild-A-Bear Workshop Website Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Ryan Joe speaks with Craig Brommers, CMO of American Eagle, about how bold and polarizing marketing can translate into real business growth. Brommers breaks down the strategy behind American Eagle’s headline-grabbing celebrity campaigns, including how the brand gained over a million new customers by refusing to retreat amid social media backlash. The conversation explores risk-taking and crisis management, while exploring why data and not online noise should guide decision-making. From building momentum like a serialized show to tapping into cultural moments that resonate with Gen Z, this episode offers a clear playbook for modern retail marketers.What You'll Learn:How to Build a Year-Round Holiday Marketing Engine by launching campaigns in August The "Don't Blink" Principle for Crisis ManagementWhy Social Media Noise Is Often Just NoiseReserving 20-30% "Open-to-Buy" Marketing Capacity to react to cultural moments The Competitive Advantage of Leaning Into Americana Without PoliticsHow to Sustain Momentum Post-Viral CampaignsAbout the Guest:Craig Brommers is the Chief Marketing Officer at American Eagle, with deep experience building iconic fashion and apparel brands. His career spans senior leadership roles at Calvin Klein, Gap, and Abercrombie & Fitch, where he became known for bold, culture-defining campaigns. A global, metrics-driven marketing executive, Craig blends creativity with commercial rigour to drive P&L growth, global consistency, and local relevance. He is passionate about purpose-driven brands, digital expansion, and building high-performing teams. Craig holds an MBA from UCLA’s Anderson School of Management.Guest Resources: Craig Brommers on LinkedInAmerican Eagle Website Hosted on Acast. See acast.com/privacy for more information.

What if the most powerful career advice is to stop listening to everyone else?In this episode of Adspeak by ADWEEK, recorded live at Brandweek, host Ryan Joe sits down with marketing powerhouse Bozoma Saint John to unpack how intuition and not approval has guided her career across Apple, Uber, Netflix, and beyond. Bozoma shares why traditional mentorship is overrated, how fear often disguises itself as “good advice,” and what it really takes to assert authority in rigid corporate environments. From building intuition through everyday decisions to planning intentional pivots, this conversation is a masterclass in leading authentically and confidently on your own terms.What You'll Learn:How to Assert Authority in Established Organizations Why Traditional Mentorship and Champions Are OverratedThe Practice Framework for Building Unshakeable IntuitionHow to Distinguish Fear-Based Advice from IntuitionThe Strategic Planning Method for Pivoting.How Mentoring Reveals Leadership Blind SpotsAbout the Guest:Bozoma Saint John is the Creator and CEO of Eve by Boz, a culturally rooted hair and hair care brand celebrating Black women and women of color, and a Hall of Fame–inducted marketing executive, author, and unapologetic badass. She built an iconic career at SpikeDDB, PepsiCo, Apple, Uber, Endeavor, and Netflix, where she served as Global CMO. Bozoma is the author of The Urgent Life, a Harvard Business School case study subject, and creator of leadership programs including The Anatomy of a Badass. She serves on multiple boards, is an Ambassador for the African Diaspora to Ghana, and proudly considers motherhood her greatest achievement.Guest Resources: Bozoma Saint John on LinkedInEve by Boz Website Hosted on Acast. See acast.com/privacy for more information.

As Omnicom reveals its new structure after completing its $13 billion acquisition of IPG, is it building the modern holdco of the future or repeating an old playbook? On this episode of Adspeak, we explore the deal’s consolidation of brands, cuts in staffing, and push into data and buying power.Ibotta Founder & CEO, Bryan Leach joins Ryan at the end of this episode to discuss why “performance” and “measurement” are the words on every brand marketer’s mind right now. Hosted on Acast. See acast.com/privacy for more information.

Amazon spent this year making an aggressive bid for the ad industry’s future, and the ripple effects were felt across agencies, tech vendors, and rival platforms. Ryan Joe and Adweek Retail & Commerce editor Kathryn Lundstrom break down Amazon's new tech that could challenge Meta, Google, and The Trade Desk for 2026 budgets. They also unpack why buyers were buzzing, why some partners were sweating, and why Amazon’s deeper push into the open internet and premium video may reshape the entire media landscape.ADWEEK shifts into high gear this November as we head to Las Vegas during formula racing season. Sports marketing has never been bigger, and we’re bringing together the industry leaders who are in the fast lane to brand growth and peak consumer engagement.Register now: http://bit.ly/3JrXXEH Hosted on Acast. See acast.com/privacy for more information.