Adspeak

Adweek

Love it or hate it, the advertising and marketing industry is the ultimate broker of power and influence in the world today. Adspeak, hosted by ADWEEK editor in chief Ryan Joe, brings to life stories from our top reporters, delving into the people, brands, ad agencies, and adtech giants that shape how we view the world, the products we buy, and the entertainment we enjoy.

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S1 · E87
Thursday · 28 min
How Hasbro, Twitch, and Chicago Fire FC Are Building Communities That Drive Brand Loyalty
What happens when brands stop treating audiences as consumers and start treating them as communities? In this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Jason Bunge, CMO at Hasbro, Rachel Delphin, CMO at Twitch, and Dan Moriarty, CMO at Chicago Fire FC, for a live BrandWeek panel on the future of play and fan engagement. The conversation explores how brands can move beyond traditional broadcast marketing to create authentic experiences that bring people together across physical and digital worlds. The panelists share how strategic partnerships, creator ecosystems, micro-communities, and grassroots experiences can turn casual audiences into loyal advocates. They also unpack the importance of accessibility, cross-generational play, and the emerging idea of the “brand as fan,” showing up authentically in the communities that matter most. From stadiums and youth soccer clinics to Twitch chats and video game launches, this conversation reveals how marketers can build lasting connections by becoming active participants in culture rather than simply broadcasting into it. What You'll Learn: How to shift from broadcast marketing to community-first strategy The "Universe is Beyond" partnership framework Why accessibility drives lifetime fan value How to activate creator and influencer ecosystems instead of paid media The "brand as fan" positioning How to design cross-generational engagement through shared play experiences About the Guests: Jason Bunge is Chief Marketing Officer at Hasbro, where he leads global media, entertainment, brand, retail, and digital marketing strategy across the company’s iconic franchises. He joined Hasbro in 2023 after serving as the first CMO of Riot Games, overseeing marketing, publishing, and global channel strategy. Previously, he held senior marketing roles at Electronic Arts and Microsoft, including product marketing for Office 365. Rachel Delphin is a marketing and communications leader who serves as Chief Marketing Officer at Twitch, where she led the strategic direction of PR, social media, growth and media, integrated marketing, creative, and brand teams. She joined Twitch in 2018 after communications leadership roles at Tanium, Twitter, and WIRED. At Twitch, she championed the platform’s creator community and helped shape its approach to brands, creators, and community-driven engagement. Dan Moriarty is Chief Marketing Officer at Chicago Fire FC, where he leads branding, advertising, media, promotions, and fan engagement while overseeing marketing strategy across the club’s community and youth soccer initiatives. Before joining the Fire in 2024, Moriarty was VP of Marketing at the Chicago Bulls, following leadership roles with the Bulls and the Chicago White Sox. He previously spent five years at Hyatt Hotels and began his career in marketing and media agencies. Host and Guest Resources: Jason Bunge on LinkedIn Hasbro Website Rachel Delphin on LinkedIn Twitch Website Dan Moriarty on LinkedIn Chicago Fire FC Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E86
Tuesday · 23 min
Purpose Meets Performance: How Brands Win Without Compromise
What if purpose and performance weren't mutually exclusive while building a brand? In this episode of Adspeak by ADWEEK, host Audrey Kemp brings together R. Ethan Braden, VP and CMCO at Texas A&M University, and Tyler Merrick, Founder and CEO of Joyride, to explore how very different brands can turn authentic storytelling and bold marketing decisions into measurable growth. Ethan shares how Texas A&M modernized a 150-year-old brand without losing its core values, including the campaign that generated 80 million YouTube views. Tyler reveals how Joyride used product differentiation, cultural relevance, and genuine creator partnerships to become the #1 candy at Target. Together, they unpack why purpose-driven marketing works best when it is grounded in authentic brand positioning, strong creative conviction, and a clear understanding of the audience. From legacy institutions to challenger brands, this conversation offers practical lessons for building brands that matter and perform. What You'll Learn: How to reposition a legacy brand nationally by what makes you distinct Why pulling underperforming creative can catalyze breakthrough results The three-legged stool framework for challenger brand success How to validate purpose-driven positioning through retail performance The difference between hiring an influencer and building a partnership How to maintain brand integrity while modernizing for national relevance About the Guests: R. Ethan Braden is Vice President and Chief Marketing and Communications Officer at Texas A&M University, where he leads brand, marketing, communications, and storytelling to strengthen the university’s national presence. Previously, he served as EVP and CMO at Purdue University and Purdue Global. Earlier, Ethan spent more than a decade at Eli Lilly & Company, helping lead billion-dollar brands including Cymbalta and Jardiance. His work has been featured in Fast Company, Ad Age, and The Washington Post. In 2023, he was named Content Marketer of the Year by the Content Marketing Institute. Tyler Merrick is the founder and CEO of Joyride, a challenger candy brand that became the #1-selling candy at Target by combining clean ingredients with authentic creator partnerships. With roots in family entrepreneurship and a background in product development across multiple categories, Merrick built Joyride on a thesis of purpose-driven performance: delivering significantly less sugar and zero artificial additives without compromising taste. Host and Guest Resources: R. Ethan Braden on LinkedIn Texas A&M University Website Tyler Merrick on LinkedIn Joyride Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E85
August 20 · 18 min
How to Make AI Your Creative Superpower: The Playbook with Nik Kleverov
AI is reshaping how brands imagine, produce, and tell stories, but the most effective creative work still starts with human ideas. In this episode of Adspeak by ADWEEK, Nik Kleverov, Co-founder and Chief Creative Officer at Native Foreign, explores how visual AI is helping brands including Toys“R”Us, Coca-Cola, and Delta push beyond the limits of traditional production. He explains why AI should be treated as a creative accelerant rather than a replacement for human judgment, and how iterative, editor-centric workflows are changing the production process. Nik also discusses the rise of the “generalist with big ideas,” the importance of building client trust through transparent workflows and legal safeguards, and how teams can decide when AI genuinely adds value. From impossible-to-film environments to questions of representation and bias, he offers a practical look at using AI to expand creative ambition while preserving authenticity, emotional resonance, and human authorship and meaningful brand storytelling today. What You'll Learn: How to position AI as a creative accelerant, not a human replacement Why visualization and iterative workflows are replacing traditional production The "Generalist with Big Ideas" advantage in an AI-driven market How to build client trust through legal safeguards and transparent workflows When to use AI versus traditional production, and when not to How representation and bias in AI tools directly impact campaign inclusivity About the Guest: Nik Kleverov is the Co-founder and Chief Creative Officer at Native Foreign and a pioneering storyteller exploring the possibilities of AI in creative work. From Netflix’s Narcos title sequences to the first AI-generated brand film for Toys“R”Us, his work blends technology and creativity to push storytelling forward. A sought-after speaker, Nik is a leading voice on how AI is reshaping the future of storytelling. Host and Guest Resources: Nik Kleverov on LinkedIn Native Foreign Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E84
August 18 · 24 min
The IP Moat: How Sahara Lotti Built and Defended Lashify
In this episode of Adspeak by ADWEEK, host Audrey Kemp sits down with Sahara Lotti, founder and CEO of Lashify, to explore why intellectual property is far more than a legal safeguard; it can be a powerful competitive moat. Sahara shares how solving a personal beauty problem led her to create a new product category, build Lashify from $300 to $8 million in its first year, and invest heavily in patents and enforcement. She discusses the challenges women-led beauty innovations face in an industry rife with copycats, including her landmark court victory against overseas manufacturers. The conversation also explores how founders can use broad patent protection, direct-to-consumer margins, community-building, and transparency to defend innovation and build lasting brand value. Sahara offers a candid look at the business realities of protecting original ideas and explains why intellectual property can become a foundation for generational wealth. What You'll Learn: How to Transform a Personal Problem Into Patentable Innovation. Why Beauty Brands Are Marketing Companies, Not Innovators The Patent Enforcement Reality Check. How to Win Against Counterfeiters and Set Industry Precedent The Influencer Attack Strategy Used Against IP Defenders. Build Direct-to-Consumer Profitability to Fund Your IP Wars Why Vague Patents Beat Precise Ones The Incubator Model as an IP Protection Strategy About the Guest: Sahara Lotti is the founder and CEO of Lashify, the world’s first at-home lash extension system, which redefined luxury DIY beauty. With more than 700 global patents, her patented Gossamer lash technology has established a new standard for innovation in the industry. In 2024, Lotti led Lashify to a landmark $30.5 million legal victory. In 2025, she secured a Federal Circuit ruling that strengthened patent holders’ ability to protect innovations and block counterfeit imports through ITC exclusion orders. Host and Guest Resources: Sahara Lotti on LinkedIn Lashify Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E83
August 13 · 29 min
The Journey Is the Destination: Reinventing Travel Marketing
Travel brands are redefining the journey by moving beyond destinations to create personalized, culturally relevant experiences at every touchpoint. On this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Sheretha Bell of Atlanta Convention & Visitors Bureau, Eliot Hamlisch of Amtrak, and Brad Hiranaga of Marriott to explore how the industry is responding to changing traveler expectations. The conversation examines how transportation brands are turning the journey itself into part of the experience, while destinations connect with travelers through passions, identity, and culture. The guests also discuss personalization, first-party data, loyalty ecosystems, and the growing influence of AI and ChatGPT on travel discovery. From Amtrak’s unexpected social strategy to Atlanta’s handwritten postcard activation and Marriott’s expansive Bonvoy ecosystem, the episode reveals how brands can combine technology and data with creativity and genuine human connection to drive engagement, loyalty, and revenue. What You'll Learn: How to pivot from transportation to hospitality Why values-driven travel is reshaping destination marketing The personalization imperative in hospitality How to build culturally relevant social strategies for Gen Z The critical role of content quality in AI-driven discovery How loyalty programs and media networks drive scale Why blending AI-powered tools with human connection wins About the Guests: Brad Hiranaga is Global Senior Vice President of Brand and Design Experiences at Marriott International, bringing expertise in experience design and brand strategy across hospitality. With a background spanning packaged food and apparel, Hiranaga leads initiatives to innovate hotel experiences, from the newly launched outdoor collection to wellness-focused services, leveraging Marriott's scale of 10,000+ properties. His work demonstrates how loyalty data and design thinking unlock new revenue opportunities and consumer insights in hospitality. Eliot Hamlisch is Chief Commercial Officer at Amtrak, responsible for transforming the nation's rail operator from a transportation utility into a hospitality brand. Over two years in the role, Hamlisch has spearheaded initiatives to redefine train travel as an end-to-end experience, from digital booking to onboard partnerships (including collaborations with celebrity chefs like Steven Starr), while driving measurable engagement and ridership growth through unexpected, Gen Z-focused social campaigns. Sheretha Bell is Senior Vice President of Marketing and Brand Strategy at Atlanta Convention and Visitors Bureau (Discover Atlanta), where she has driven strategic evolution over 25 years. Bell leads efforts to position Atlanta as a premier destination for conventions and leisure travel, integrating AI-powered advertising tools with authentic content and experiential marketing, such as the "World's Largest Postcard" campaign, to reach travelers at critical decision moments while maintaining the personal touch that drives loyalty. Host and Guest Resources: Brad Hiranaga on LinkedIn Marriott Website Eliot Hamlisch on LinkedIn Amtrak Website Sheretha Bell on LinkedIn Atlanta Convention and Visitors Bureau Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E82
August 11 · 21 min
Why Creators Are Becoming the New Marketing Operating System: Kevin Blazaitis & Chrissie Hanson
In this episode of Adspeak by ADWEEK, Kevin Blazaitis, President at Creo, sits down with Chrissie Hanson, CEO of North America Media Practice at Dentsu, to explore how creators are reshaping the modern marketing operating system. They discuss the shift from chasing viral moments to building durable creator-led content that delivers measurable business outcomes, from audience growth and active attention to sales lift and ROAS. Chrissie shares how brands can integrate creators across the full funnel while preserving the authenticity and credibility that make creator partnerships effective. The conversation also explores AI’s role in testing audiences, accelerating content strategy, and reducing risk without replacing human creativity. Along the way, Kevin and Chrissie unpack why longevity may matter more than reach and how simplifying measurement to a few meaningful metrics can help brands build sustainable creator programs and drive enduring growth. What You'll Learn: How to transition creator content from viral moments to durable assets Why creators drive spontaneous purchase decisions at scale The framework for measuring creator impact on par with retail media networks How to design creator partnerships with early brand integration Why "longevity is the new reach" for building sustainable competitive advantage The practical AI playbook for de-risking creator decisions How to simplify measurement from 50+ KPIs down to 3-4 core metrics About the Guests: Chrissie Hanson is CEO of Dentsu North America’s Media Practice and Global Brand President of Carat, named Cannes Lions Media Network of the Year in 2026. With 25 years across OMD, Mindshare, MediaCom, and Carat, she has led global strategies for brands including Visa, Vodafone, Sony Pictures, and Nordstrom. Previously CEO of OMD USA, she transformed the agency into a new-business leader. A champion of data, creativity, and technology, Chrissie has pioneered attention-to-outcomes solutions and serves on the Advertising Research Foundation board. Kevin Blazaitis is an executive client development leader with 15+ years of experience across emerging media, digital advertising, promotions, and technology. As President of Creo, Omnicom Media Group’s Influencer practice, he leads growth, innovation, and go-to-market strategy, helping brands combine capabilities to create differentiated solutions. A proven revenue generator and team builder, Kevin believes in leading by example and creating environments where people thrive. Outside work, he enjoys DIY projects, soccer, Michigan football, Everton, podcasts, and 90s alternative rock. Host and Guest Resources: Chrissie Hanson on LinkedIn Dentsu NA Website Kevin Blazaitis on LinkedIn Creo Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E81
August 6 · 20 min
How Tracee Ellis Ross Built a Beauty Brand That Became a Cultural Movement
The beauty market is flooded with new launches and celebrity-backed brands. Therefore, few manage to break through with both cultural credibility and real business results. Yet Pattern Beauty, founded by Tracee Ellis Ross after a decade of rejected pitches, is one of them. Recorded live at Brandweek, in this episode of Adspeak by ADWEEK, host Imani Ellis speaks with Christiane Pendarvis, Co-Chief Executive Officer at Pattern Beauty, and Kristen King, Executive Vice President and Managing Director of ATTN:. Together, they discuss how a challenger beauty brand leveraged culture, comedy, and community insight to achieve 50 million impressions and drive 200% growth in customer site traffic. What You'll Learn: How Pattern Beauty challenged outdated industry testing protocols Why comedy became the brand’s creative differentiator How a Girlfriends reunion cameo helped generate over a billion earned media impressions on a modest budget What it means to build a brand where culture is the strategy About the Guests: Christiane Pendarvis is the Co-CEO at Pattern Beauty. Joining the brand a little over two years ago, Christiane has led Pattern through a key growth phase: spearheading mass awareness campaigns, overseeing the launch of Pattern Body, and pushing the beauty industry to rethink standards that have historically excluded textured hair consumers. Under her leadership, Pattern has landed in the top 10 fastest-growing beauty brands in social influence and overall brand popularity, while staying deeply rooted in the community it serves. Kristen King is the Executive Vice President and Managing Director of ATTN:. Kristen partnered with the Pattern Beauty team to develop the brand's breakout Pattern Lounge campaign, which repositioned Tracee Ellis Ross from model to facilitator, leaned into sitcom-style comedy, and incorporated the iconic Girlfriends reunion, all on a limited media budget. Her approach centers on creating work that earns cultural conversation rather than buying its way into it, and she views the agency-brand relationship with Pattern as a rare case of instant creative chemistry that elevated the work from the start. Host and Guest Resources: Imani Ellis on LinkedIn Christiane Pendarvis on LinkedIn Kristen King on LinkedIn Pattern Beauty Website Blue Hour Studios Website ATTN: Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E80
August 4 · 20 min
Reimagining Social Drinking in America’s THC Market with Jake Bullock
What if the next big opportunity in beverage marketing wasn't about alcohol, but about reimagining social drinking altogether? In this episode of Adspeak by ADWEEK, host Mark Stenberg speaks with Jake Bullock, co-founder and CEO of Cann, about building one of the fastest-growing names in the THC beverage space. Jake explains how Cann is redefining social drinking by creating low-dose, hemp-derived products designed for mainstream consumers. He discusses the challenges of marketing in a fragmented regulatory environment, why authentic influencer partnerships outperform traditional advertising, and how Cann balances e-commerce with expanding retail distribution. The conversation also explores the rise of sober-curious consumers, the importance of taste in category adoption, and the company's strategy for scaling nationally through alcohol distribution channels. Jake shares valuable lessons on creating new consumer habits while navigating compliance, retail partnerships, and the future of adult beverages across the United States in an increasingly competitive and rapidly evolving consumer market. What You'll Learn: How to Position a New Category in a Crowded Retail Environment Why Influencer Marketing Outperforms Direct Advertising in Cannabis Education The Regulatory Arbitrage Strategy for National Expansion How to Build a Subscription and Multi-Channel Revenue Model The "Sessionability" Framework for Adult Beverage Innovation How to Navigate Venue Partnerships and Liability Complexity About the Guest: Jake Bullock is the co-founder and CEO of Cann, a pioneering cannabis beverage brand revolutionizing the adult drinking category through microdosed THC drinks. With deep expertise in cannabis product innovation, regulatory navigation, and brand building across fragmented state markets, Jake has scaled Cann from a niche dispensary product to a multi-channel consumer brand available in liquor stores nationwide. Host and Guest Resources: Jake Bullock on LinkedIn Cann Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E79
July 30 · 14 min
How Brands Can Help Save Lives: A Conversation with Jaymes Black
What if your brand could become a lifeline for LGBTQ+ youth in crisis? In this episode of Adspeak by ADWEEK, we turn the mic over to Jaymes Black, CEO of The Trevor Project. A nationally recognized LGBTQ+ advocate and nonprofit leader, Jaymes oversees the organization’s crisis intervention, research, education, advocacy, and peer support programs serving LGBTQ+ young people across the United States. Jaymes shares how brands can become powerful allies in suicide prevention by moving beyond sponsorships and embracing meaningful partnerships. They explore why LGBTQ+ youth mental health should be treated as a universal human issue, how authentic storytelling and celebrity engagement can amplify impact, and why visibility matters during moments of crisis. From mobilizing corporate resources to building long-term trust, Jaymes offers a compelling look at how creativity, compassion, and collaboration can help create lifesaving outcomes for young people who need support the most. How to reframe corporate engagement from transactional to transformational Why depoliticizing LGBTQ+ youth mental health positions your brand as a defender of universal human values The "Field Catalyst" framework for scaling impact How to mobilize celebrity partnerships and authentic storytelling Why brand presence functions as a lifeline for at-risk youth How to move from judgment to partnership with brands navigating fear and uncertainty About the Guest: Jaymes Black is CEO of The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ+ young people. With more than 20 years of leadership experience spanning the nonprofit, technology, and finance sectors. She has led teams at organizations including Family Equality, Charles Schwab, Sabre Corporation, and Northrop Grumman. Jaymes made history as The Trevor Project’s first Black and first nonbinary CEO and has been recognized by TIME, Out Magazine, and numerous advocacy organizations for their leadership and impact. Host and Guest Resources: Jaymes Black on LinkedIn Jaymes Black on Instagram The Trevor Project Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E78
July 28 · 26 min
Balancing Brand Equity and Innovation with Jamie Warner and Trent Thacker
In this episode of Adspeak by ADWEEK, Jamie Warner sits down with Trent Thacker, Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence, to explore how iconic brands like AutoTrader and Kelley Blue Book consistently produce high-performing creative in an increasingly competitive media landscape. Trent shares Cox Automotive's research-first approach to campaign development, revealing how consumer tracking, competitive intelligence, and multi-stage testing help reduce risk while improving results. The conversation dives into why automotive advertising demands a different playbook, with consumers spending up to 100 days researching vehicles and relying heavily on informative content. Trent also explains how Cox Automotive is embracing AI, from generating animatics for rapid testing to creating AI-powered consumer personas, without losing the human judgment required to protect brand equity. What You'll Learn: How to structure a creative development process that mitigates risk Why the Information Score matters more than you think in automotive advertising How to use AI to accelerate creative iterations without sacrificing quality The strategic value of AI-powered generational personas for script refinement How to protect brand equity while staying competitive Why cross-brand integration amplifies performance About the Guest: Trent Thacker is the Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence at Cox Automotive, where he leads research and market intelligence initiatives for major consumer-facing brands including AutoTrader and Kelley Blue Book. With over a decade of experience at Cox Automotive and previous roles at Phillips and AT&T, Thacker has developed deep expertise in campaign development, consumer research methodologies, and creative testing across competitive markets. Jamie Warner is a highly motivated sales leader with a proven track record of exceeding goals and building lasting client relationships. As Enterprise Account Executive of Brand Partnerships at iSpot, Jamie brings extensive experience in business development, revenue generation, and account management. Known for a solution-oriented approach, Jamie excels at identifying client pain points and creating mutually beneficial outcomes. A positive leader, strong motivator, and effective communicator, Jamie is passionate about helping brands achieve measurable success through strategic partnerships. Host and Guest Resources: Trent Thacker on LinkedIn Cox Automotive Inc. Website Jamie Warner on LinkedIn iSpot Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E77
July 23 · 30 min
John Solomon on Building Brand Momentum When Markets Turn Against You
How do you maintain brand momentum when tariffs spike, supply chains collapse, and private equity demands quick returns? In this episode of Adspeak by ADWEEK, Audrey Kemp sits down with John Solomon, Ex CMO at Therabody and currently CMO at Mozilla, to explore how bold marketing decisions can drive growth during periods of uncertainty. Drawing on his experience leading marketing at Therabody, John shares why brands shouldn't automatically cut marketing spend during economic pressure and how strategic investments can create long-term momentum. He explains the shift from thinking about brand versus performance marketing to demand creation versus demand capture, offering a framework that resonates with investors and leadership teams. John also discusses building specialist agency partnerships, developing an agile in-house creative studio, leveraging celebrity collaborations authentically, and measuring both hard and soft marketing metrics. From navigating tariffs and supply chain disruptions to making asymmetric bets on innovation, this conversation offers practical lessons for ambitious marketers leading through change. What You'll Learn: How to reframe marketing budgets to private equity stakeholders by shifting language from "brand marketing vs. performance marketing" to "demand creation vs. demand capture" Why cutting performance marketing spend instead of brand spend is the counterintuitive move that allows retailers to thrive The asymmetric bet framework for pitching bold creative ideas How to build a specialist agency model instead of relying on an all-knowing AOR The in-house creative studio strategy for content velocity How to use science-backed differentiation as a moat in crowded categories Why measuring soft metrics alongside hard KPIs matters for stakeholder confidence About the Guest: John Solomon is the ex-Chief Marketing Officer at Therabody and currently CMO at Mozilla. He brings over 15 years of experience in navigating complex market challenges, from supply chain disruptions and tariff pressures to private equity dynamics. John has established himself as a strategic marketer who refuses to compromise brand investment during crises. Previously at Beats by Dre, he brings deep expertise in building cultural relevance and driving growth through innovative creative partnerships and omnichannel expansion. Host and Guest Resources: John Solomon on LinkedIn Therabody Website Mozilla Website Audrey Kemp on LinkedIn Courier Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E76
July 21 · 33 min
How Jen Zeszut Built a Mac and Cheese Brand by Out-Weirding Industry Giants
What if your biggest competitive advantage wasn't outspending your CPG rivals, but out-weirding them? In this episode of Adspeak by ADWEEK, host Rebecca Stewart sits down with Jen Zeszut, CEO and founder of Goodles, to explore how a bootstrapped startup transformed one of the most established categories in grocery retail. Jen shares why taste, not health claims, became the foundation of the brand, how bold creativity helped Goodles compete against industry giants, and why taking calculated risks often delivers bigger rewards than playing it safe. The conversation covers building a mission-driven culture, creating marketing that sparks attention and conversation, and scaling a business without relying on traditional agency support. Jen also reveals the unconventional tactics that helped Goodles win retail distribution, grow rapidly, and turn mac and cheese into a cultural phenomenon while staying focused on joy, purpose, and innovation. What You'll Learn: How to identify billion-dollar opportunities in "sleepy" categories The "Lead with Yum" principle for health-forward products Why you must out-weird competitors when you can't out-spend them How to build a category-growth motion, not just share-stealing The operational mandate for scaling creative culture How to navigate retail without industry connections About the Guest: Jen Zeszut is the Founder and CEO of Goodles, the fast-growing CPG brand reinventing the mac and cheese category through bold branding, nutritional innovation, and unconventional marketing. A seasoned business leader and product marketer, she has more than 15 years of experience driving brand growth, launching products, and leading high-performing teams. Having founded four companies across software and consumer goods, Jen combines creative thinking with strategic execution to build mission-driven brands that challenge convention and deliver extraordinary results. Guest Resources: Jen Zeszut on LinkedIn Goodles Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E75
July 16 · 21 min
Turning Sunscreen Into a Lifestyle Brand: Lessons from Roy Fleeman
In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to explore how Vacation transformed sunscreen from a functional necessity into an immersive lifestyle brand. Roy shares how the team uses nostalgia, sensory design, and meticulous attention to detail to create products that feel joyful and collectible. They discuss why brands should be informed by trends without being defined by them, how packaging can become a powerful storytelling tool, and why designing every customer touchpoint matters. From fragrances and campaign concepts to shipping experiences and social content, Roy reveals how Vacation builds cultural relevance by creating moments that customers want to share, remember, and revisit long after their vacation-inspired purchase. What You'll Learn: How to reposition a commodity category by identifying emotional gaps The "This Not That" design framework for authentic brand differentiation Why broad nostalgia outperforms decade-specific retro aesthetics How to weaponize packaging inconsistency as a collectibility strategy The power of hyper-specific moment marketing to drive product narrative How to design every touchpoint as an immersive brand experience About the Guest: Roy Fleeman is VP of Design at Vacation, the leisure-enhancing sunscreen brand that's revolutionizing how consumers think about sun protection. With a background in advertising and brand design, Roy has spearheaded Vacation's distinctive visual identity, transforming sunscreen from a clinical necessity into a coveted lifestyle product through meticulously crafted packaging, nostalgic aesthetics, and immersive brand experiences. Guest Resources: Roy Fleeman on LinkedIn Vacation Inc Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E74
July 14 · 18 min
The Future of Advertising Is Predictive: How Deep Learning Is Transforming Marketing with Jeremy Fain
In this episode of Adspeak by ADWEEK, Jeremy Fain, CEO and Co-founder of Cognitiv, explores how deep learning is reshaping the future of advertising. Jeremy explains why the true power of AI in marketing comes from leveraging massive data sets, predictive algorithms, and real-time optimization, not just generative tools. He breaks down how marketers can use first-party data, granular audience signals, and continuous learning loops to improve targeting, personalize creative, and drive stronger campaign outcomes. From predicting creative performance before impressions are purchased to unlocking incremental gains at scale, Jeremy shares how brands can turn AI into a competitive advantage and help marketing teams operate more effectively in an increasingly data-driven advertising landscape. What You'll Learn: Why deep learning is fundamentally a big data problem, not a creative tool How to position media as the middle, not the end of your marketing process The log-level data framework for maximum algorithm performance How to predict creative performance before you buy the impression The competitive advantage of 3% incremental improvements at scale How to deploy AI as an efficiency multiplier, not a headcount reducer About the Guest: Jeremy Fain is the CEO and Co-Founder of Cognitiv and a thought leader in AI and deep learning applications for advertising, known for his expertise in leveraging machine learning to optimize marketing performance and campaign targeting. With a background in interactive marketing and experience at firms like Digitas, he has pioneered approaches to applying deep learning algorithms specifically to advertising data, moving beyond generative AI to unlock the full potential of first-party data and consumer behavior prediction. His work at Cognitiv has demonstrated measurable improvements in campaign efficiency and creative performance, making this conversation essential for marketing leaders seeking to stay competitive through data-driven innovation and algorithmic optimization. Guest Resources: Jeremy Fain on LinkedIn Cognitiv Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E73
June 30 · 31 min
The $1 Trillion Question: Why Brands Are Still Underinvesting in Women’s Sports
In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at Adweek, sits down with Wes Felix, Co-Founder of Always Alpha and Co-Founder and CEO of Saysh; Allyson Felix, Co-Founder of Always Alpha, Co-Founder and President at Saysh, and International Olympic Committee Member; and Cosette Chaput, CEO and Co-Founder of Always Alpha, to explore why women’s sports represents one of the biggest untapped opportunities in marketing. The conversation examines how female athletes drive stronger purchase intent and deeper engagement than traditional influencers, why brands must move beyond sponsorship checkboxes, and how authentic storytelling creates lasting connections. They discuss Allyson’s journey building Always Alpha, the future of women’s sports marketing, and why LA 2028 could redefine brand investment in female athletes. What You'll Learn: Why the 2.8x Purchase Intent Gap Exists How to Reframe KPIs Away from Vanity Metrics The "Listen Deeply" Principle for Unlocking Authentic Partnerships Why "Bundling" Female Athletes Destroys Individual Impact The Difference Between Women's Sports Marketing and Traditional Sports Marketing Why LA 2028 Is Your Make-or-Break Moment About the Guests: Allyson Felix is a co-founder of Always Alpha and an Olympic track and field athlete with four Olympic appearances and six gold medals. Her advocacy for maternal protections in sports contracts transformed industry standards and sparked the creation of Always Alpha, an agency dedicated to representing female athletes authentically. In this episode, she shares her journey from Nike sponsorship to founding a talent management firm that celebrates athletes as whole people, providing strategic insights for brands seeking genuine connection with female consumers through partnership with women in sports. Wes Felix is a co-founder of Always Alpha and a strategic advisor in sports marketing with deep expertise in athlete representation and brand partnerships. With a background in sports marketing and a personal connection to Olympic athletics, Felix drives the agency's mission to educate brands on the true value of women's sports investment and challenge outdated KPIs. His work has helped major brands like Athleta, Pampers, and Sephora discover how female athletes deliver measurable ROI and cultural impact far exceeding traditional influencer partnerships. Cosette Chaput is the CEO and co-founder of Always Alpha, specializing in market strategy and brand education within women's sports. With expertise in identifying untapped sponsorship categories and reframing how companies approach female athlete partnerships, Cosette bridges the gap between traditional sports marketing and emerging consumer brands. Her work focuses on expanding the entire women's sports ecosystem beyond leagues and teams, creating sustainable partnerships that drive business growth and cultural visibility for female athletes. Guest Resources: Wes Felix on LinkedIn Allyson Felix on LinkedIn Cosette Chaput on LinkedIn Always Alpha Website Saysh Website Zoë Ruderman on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E72
June 25 · 22 min
How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt
In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands. The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust. What You'll Learn: How to own your distribution instead of renting it Why editorial independence is your competitive moat The "quality of impression" framework over quantity metrics How to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization Why video and creators are the only sustainable content bets How to use AI as a force multiplier, not a replacement: About the Guest: Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide. Guest Resources: Jonathan Hunt on LinkedIn HubSpot Website Mike Beyman on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E71
June 23 · 17 min
Beyond QR Codes: Matty Beckerman on the Future of Interactive Media
In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail. Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases. What You'll Learn: How to eliminate QR codes from campaigns by leveraging advanced computer vision AI Why TV measurement has become your biggest competitive advantage The White Label Lens Framework for custom brand ecosystems How to convert passive viewing into active commerce The measurement dashboard strategy for proving ROI Why live sports and entertainment events represent your 2026 growth opportunity About the Guest: Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable. Guest Resources: Matty Beckerman on LinkedIn IRCODE Website Ryan Joe on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E70
June 18 · 27 min
Influencer Marketing Is Broken: How Billion-Dollar Brands Can Fix It at Scale
In this episode of Adspeak by ADWEEK, Keith Bendes, Chief Strategy Officer at Linqia, and Denise Vitola, Founder and CEO of Vitola Strategies, explore how enterprise brands can move influencer marketing from a tactical experiment into a scalable growth engine. They discuss the challenges of building internal alignment, earning stakeholder buy-in, and creating measurement frameworks that prove real business impact. The conversation dives into why creator content should extend far beyond social posts, how brands can repurpose influencer assets across channels, and what regulated industries need to consider when balancing creativity with compliance. From ROI measurement to campaign strategy, Keith and Denise share how the biggest brands can build smarter, more integrated influencer programs that drive lasting value. What You'll Learn: How to secure stakeholder buy-in through internal education The "Influencer Everywhere" framework How to prove ROI through four core measurement pillars Why "crawl before you walk and run" with regulated industries How to design integrated campaigns for earned media The RFP framework for selecting the right influencer partner About the Guests: Keith Bendes is Chief Strategy Officer at Linqia, the leading independent influencer marketing agency, where he shapes client strategy, go-to-market initiatives, and industry thought leadership. He works with senior marketing leaders at global brands to build influencer programs that connect creator content with measurable business outcomes across strategy, content, amplification, and measurement. A recognized voice in the creator economy, Keith co-hosts Creator Economy Live, contributes to Forbes, is a LinkedIn Top Voice, and speaks at major industry events, including Brandweek, SXSW, and Cannes. He also writes The Art of Influence newsletter, exploring how brands build influence in the evolving social landscape. Denise Vitola is a health and wellness marketing expert, award-winning digital communications executive, and founder of Vitola Strategies. With more than 20 years of experience building brands through integrated marketing, social, PR, and influencer strategies, Denise has helped shape the future of influencer marketing for major organizations, including Bayer Consumer Health, where she led brand integration, PR, social, and influencer initiatives. Known for her innovative approach to creator campaigns, she has developed award-winning programs including Claritin Diversitree, Bayer Aspirin Sponsor of Fans’ Hearts, and Similac Sisterhood of Motherhood. A former agency leader at Makovsky and MSLGROUP, Denise is recognized as a PRWeek “40 Under 40” honoree, PRNews Top 25 Woman in PR, and a Stevie Award winner. Guest Resources: Keith Bendes on LinkedIn Linqia Website Denise Vitola on LinkedIn Vitola Strategies on Facebook Hosted on Acast. See acast.com/privacy for more information.
S1 · E69
June 16 · 26 min
The Future of Auto Marketing: Building Brands Through Human Connection Today
In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity. The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace. What You'll Learn: How to redefine brand as an emotional asset, not a product feature Why accessibility and trust are becoming the primary drivers of brand loyalty The "Subway Map" media strategy that replaces outdated funnel thinking How to build community through peer-to-peer experiences and transparency Why brand DNA preservation and modernization aren't mutually exclusive How to position your brand for 2030 by prioritizing customer experience over customer service About the Guests: Doug Zarkin is the Chief Marketing Officer of Take 5 Oil Change, where he built the company's first modern marketing organization and helped accelerate growth for the $1.4 billion automotive services brand. Throughout his career, Doug has led brand transformation initiatives for some of the world's most recognized consumer, retail, hospitality, healthcare, and franchise brands, including Pearle Vision, Victoria's Secret PINK, W Hotels, CoverGirl, Reebok, Warner Bros., and the NHL. He is also the bestselling author of Moving Your Brand Out of the Friend Zone and creator of the "Thinking Human" philosophy, which combines customer insight, culture, analytics, and strategy to help brands build lasting loyalty and drive measurable business results. Scott Baker is Director of Communications at Porsche, where he helps shape the brand's storytelling, partnerships, and audience engagement strategies. Throughout his career, he has driven growth for globally recognized brands including Porsche, Harley-Davidson, IKEA, and Formica Corporation. Scott has led award-winning marketing initiatives spanning Super Bowl campaigns, major film studio collaborations, gaming partnerships, dealer marketing, and digital communications. He played a key role in Porsche's evolution from a niche sports car manufacturer into a broader aspirational lifestyle brand. Passionate about building high-performing teams, Scott specializes in uncovering a brand's core identity and translating it into meaningful business growth and cultural relevance. Matt Kerbel is the former Global Head of Brand Strategy at Turo, where he helped scale the company to more than $1 billion in revenue and earn a place on TIME's World's Best Brands list. Over a 20-year career, he has helped build culturally influential brands including Lyft, Call of Duty, and MeUndies. Today, Matt is the co-host and executive producer of Best Brands on Earth, a podcast created in partnership with The Clios, while also advising founders, writing The Maple newsletter, and shaping conversations around the future of marketing and brand building. Guest Resources: Matt Kerbel on LinkedIn Best Brands on Earth Podcast Scott Baker on LinkedIn Porsche Website Doug Zarkin on LinkedIn Driven Brands Inc Website Rebecca Stewart on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E68
June 11 · 23 min
Building Cultural Moments That Outlive the Product with Jermaine Dupri
In this episode of Adspeak by ADWEEK, host Jesse Kirshbaum, Chief Executive Officer of Nue Agency, sits down with Jermaine Dupri, Songwriter Hall of Famer, Grammy Award-winning producer, and founder of the So So Def recording label, to explore the intersection of culture, creativity, and marketing. Jermaine shares how he has built iconic cultural moments by creating immersive worlds around artists, brands, and ideas, from the Kriss Kross phenomenon to innovative partnerships. He explains why authentic connections to culture and audience proximity are essential for effective marketing, and how identifying unmet needs can uncover powerful business opportunities. The conversation also examines the role of trusted mentors and gatekeepers in an AI-driven era, emphasizing that technology should support, not replace, intentional, heartfelt creativity. Jermaine argues that unconventional thinking remains the ultimate competitive advantage. What You'll Learn: How to Build a "Vibe" Around Every Product The Source-First Strategy for Brand Partnerships Why "Doing Something New" Requires Hiring Differently How to Identify White Space in Culture and Markets The Peacock Effect in Marketing Why Gatekeeping and Trusted Expertise Are Making a Comeback AI as a Tool, Not a Replacement for Heart About the Guest and Host: Jermaine Dupri is a Grammy Award-winning producer, songwriter, rapper, entrepreneur, and founder of So So Def Recordings. A pioneering force in Atlanta's rise as a music powerhouse, he first gained national attention after discovering and producing Kriss Kross's chart-topping hit “Jump.” Over a career spanning four decades, Dupri has helped shape the sound of hip-hop and R&B through collaborations with artists including Mariah Carey, Usher, Janet Jackson, Bow Wow, Da Brat, and Jagged Edge. Inducted into the Songwriters Hall of Fame in 2018, he is widely recognized for blending creative vision, artist development, and cultural influence to build enduring brands and iconic musical moments. Jesse Kirshbaum is the Founder and CEO of Nue Agency, operating at the intersection of music, entertainment, and brand strategy. With more than 20 years of experience, he has built a reputation as a trusted dealmaker, connecting artists, brands, and platforms to create culturally relevant partnerships and experiences. Jesse specializes in helping organizations navigate an evolving cultural landscape, translating emerging trends into meaningful business opportunities. As both a strategist and operator, he brings ideas to life through activations, events, and partnerships that drive immediate results, foster lasting audience connections, and create long-term value. Guest Resources: Jermaine Dupri on Instagram So So Def Website Jesse Kirshbaum on LinkedIn NUE Agency Website Hosted on Acast. See acast.com/privacy for more information.

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