Agenda

When: April 2, 2025, 09:00 - 19:00
Where: Webster Hall, New York City, NY

Impact Stage
Involve Stage

08:00BREAKFAST SESSION - BY INVITATION ONLY
CREATORS, CONTROVERSY AND BRAND SAFETY: WALKING THE TIGHTROPE

People aren’t searching for the truth—they’re searching for their truth. Creators have become trusted voices because they reflect their audiences’ values and emotions. But in today’s landscape, where influence is powerful yet precarious, brands need to rethink every aspect of creator partnerships.

Edelman calls this The Tightrope. A creator’s authenticity is their strength, but with heightened scrutiny and cultural volatility, a single misstep can have lasting consequences for both influencers and brands.

So how do brands and creators navigate this evolving reality? By bringing creators to the forefront of their strategies. From choosing the right partnerships, to content creation, and negotiation, join us for a breakfast conversation with leading creators and strategists where we'll outline the new rules of engagement, the balance between authenticity and accountability, and the future of creator-brand relationships.

Brooks Miller, Executive Vice President, Creator Marketing, Edelman

Sara Rezaee, Head of Creator Marketing, North America, Edelman

09:00WELCOME FROM TODAY’S CHAIRWOMAN GENIE

Setting the scene for the day's immersion on to Brands&Culture

Genie Gurnani, Speaker / Host, Wish For Genie

09:10KEYNOTE
WIDEN THE SCREEN: A CASE STUDY ON HOW TO EARN, NOT CHASE CULTURAL INFLUENCE THROUGH ACTION & INVESTMENT

The brands that earn their place in culture are the brands that truly commit to culture; not (just) for the short-term likes or fleeting cultural moments. What does true cultural commitment look and feel like? Hear from Damon Jones about P&G’s transformative "Widen The Screen" content creation, talent development and partnership platform designed to authentically increase reach, representation, relevance and resonance among Black consumers – a model easily translatable to help companies better serve ALL consumers.

Damon Jones, Chief Communications Officer, P&G

09:30EXPLAINER
FOUR HOT TAKES - WHAT THE **** IS CULTURE?

…and what does it mean to move and shape culture? Hear interesting and divergent perspectives n what culture IS, HOW to navigate it, WHY it matters and WHAT good cultural insight and initiatives look like and HOW to lead, (not borrow or exploit) culture.

The difference between activating in and creating culture
Why the WHY questions need to be asked
What we are we getting wrong, as marketers
Why culture is more than just an obsession with youth
How do more than just insert yourself in culture
Culture as an innovation activator and growth driver

Quay Fox, Group Strategy Director, Virtue

Shibani Potnis, CMO, Norseland

Tracy Doyle, SVP Brands in Culture, Diageo

10:00HOW TO MAKE CULTURAL RELEVANCE AND CURIOSITY A CRITICAL MARKETING CAPABILITY

There’s a big difference between leaning into culture and leaning into culture correctly. And often, it depends on whether an organisation has the right competencies and capabilities, a high level of psychological trust and a commitment to cultural-led marketing.

Is it possible to cultivate a culture of curiosity?
How can you move from producing average to truly transformative culturally-led work?
And how can you sustain momentum, investment and commitment to cultural-led approaches?

In this session, you’ll hear from a brand leader who has created a marketing function which not only embraces but leads culture.

Chrysi Philalithes, Acting CEO, G Spot & G Ology

Kim Roxie, Founder and CEO, Lamik

Susan Akkad, SVP, LOCAL AND CULTURAL INNOVATION, The Estée Lauder Companies

10:30THE END OF CANCEL CULTURE? WHAT BRANDS NEED TO KNOW ABOUT THE NEW CREATOR ECONOMY

The era of cancel culture is fading, giving way to a world where controversy no longer guarantees consequences. In this post-2024 landscape, creators—and the brands that partner with them—are navigating a space where accountability is inconsistent, and the boundaries of what’s acceptable keep shifting. At the same time, the platform landscape is more unpredictable than ever, and new content formats are reshaping how influence is built and maintained. Brands are left questioning where to invest, which voices to trust, and how to keep up—all while balancing brand safety in an evolving creator economy. This discussion brings together brands and creators to unpack the new rules of engagement, the emerging risks and rewards, and what it takes to build trust in a time when almost anything goes.

Sara Rezaee, Head of Creator Marketing, North America, Edelman

Jessica Grigoriou, SVP Marketing, Condiments, Unilever

Kahlil Greene, Content Creator, Gen Z Historian

Ashley Levey, Senior Director, Brand Marketing Leader, LinkedIn

11:00BREAK

11:30HOW UNEXPECTED BRANDS CAN SHOW UP & MAKE AN IMPACT IN CULTURE

Arguably, high-interest brands (sneakers, jeans, beauty) have significant advantage on lower-interest categories like banks, healthcare and insurance when it comes to occupying people’s hearts and minds. Which makes this session even more impressive! Hear from three marketing leaders on how they define their role in culture, what it means to drive culture forward when the typical consumer is less engaged and how to get stakeholder buy-in into cultural marketing -above and beyond more traditional marketing approaches.

Jim Lesser, Chief Brand Officer, ServiceNow

Jinal Shah, GM & CMO, Zip US

Ramon Soto, SVP, Chief Marketing & Communications Officer, Northwell Health

12:20EARNING, NOT CHASING CULTURAL INFLUENCE: HOW TO SHAPE, RATHER THAN ATTACH BRANDS TO CULTURE

The brands that leave their mark on culture are those that play a long game. Memes undeniably work in the moment—they can fuel short-term awareness, relevance and sales—but what does a cultural long game look like? A panel of experts and brand leaders will reflect on the duality of short-term “transactional” cultural hijacking vs. long-term brand transformation.

Carly Zipp, Global Director of Brand Marketing, Amazon Ads

Jackie Widmann, VP, Head of Marketing & Commercial, BERO

Joey Zeelen, Managing Director EMEA, STRAT7 Crowd.DNA

Kelly Buchanan Spillers, Global VP, Head of Digital & Social, CeraVe DMI, L’Oréal

12:50LUNCH OR DISCUSS

12:50LUNCH & DISCUSS SESSION - BY INVITATION ONLY
THE GLP-1 REVOLUTION FOR CULTURE AND CONSUMPTION

How GLP-1s are disrupting and re-shaping markets far beyond healthcare
How brands are adapting their short, medium and long term strategies for GLP-1s
How cultural norms, behaviors and attitudes are evolving amidst the GLP-1 revolution

Chloé Depiesse, Head of Havas GLP-1 Consultancy & Havas Innovation Lab, HAVAS

Sam Hornsby, Founder & CEO, TRIPTK

12:50LUNCH & DISCUSS SESSION - BY INVITATION ONLY
BEYOND THE GENERATIONAL DIVIDE

According to the news, Gen Z is full of woke activists, Millennials have killed untold industries, Gen X barely exists, and Baby Boomers are technologically inept. But are these statements actually true? Generational stereotypes make great headlines, but they can be imprecise and outdated, ignoring cultural context and individual experiences. It’s time for a reset. Let’s discuss! In this session, Strat7 Crowd DNA & Amazon Ads will give you a sneak peak at their upcoming global thought leadership “Marketing beyond the generational divide.” A new study combining analysis of 600,000+ global news articles to reveal generalization trends, expert perspectives, multi-generational interviews and quantitative research with people from around the globe. Discussion points

Are we too obsessed with generations?
Why should brands be thinking beyond stereotypes, and what is the cultural significance of this today?
Can we break free of generational marketing and is so, how?
How could going beyond demographic targeting help brands forge stronger relationships with consumers?

Dan Steward, Senior Cultural Strategist, Strat7 Crowd DNA

Lauren Ingerman, Sr. Consumer Insights Manager, Ads Marketing, Amazon Ads

12:50LUNCH & DISCUSS SESSION - BY INVITATION ONLY
BRAND LOVE IS CONDITIONAL: AN INTERACTIVE SESSION TO EXPLORE YOUR RELATIONSHIP STATUS WITH CONSUMERS

In today’s marketplace, brand love isn’t one-size-fits-all—it’s shaped by generational values, cultural shifts, and evolving consumer expectations. Zeno’s latest research, “Brand Love + Demand: How to Earn it, Keep it and Convert it,” reveals how different generations define brand loyalty, what makes them fall in love with a brand, and what causes them to walk away. Join Theresa Bertrand, US Head of Strategic Planning, and Allison McClammroch, US Head of Brand, as they guide you through an interactive workshop to uncover if your brand is speaking the right “love language” to reach, influence, and impact people across generations and cultures. If your brand wants to foster deeper emotional connections, inspire advocacy, and build enduring demand, this workshop will help you rethink your approach—because brand love, just like human love, is anything but unconditional.

Theresa Bertrand, Head of Strategy & Planning, U.S., Zeno Group

Allison McClamroch, Head of Brand, U.S., Zeno Group

14:00PERFORMANCE
Grammy Award Winning Damien Escobar

Damien Escobar, also known as Dame Esco, is an American violinist. He was previously in the duo Nuttin' But Stringz with his brother Tourie, but has been a solo artist since 2012. His "crossover violin" musical style consists of a mix of classical, jazz, pop, R&B, and hip hop

Damien Escobar, Violinist, Author, Entrepreneur, and Philanthropist,

14:10KEYNOTE
THE CURIOUS CASE OF CULTURAL ENGAGEMENT

The most successful brands engage in culture, leveraging its sway to influence consumption and catalyze propagation. The most revered brands are no doubt a testament to this fact. In this talk, we will explore the anatomy of how cultural engagement is successfully accomplished by getting serious about what it really means when we say “culture” and decoding the mechanisms that make it work.

Dr Marcus Collins, Advisory Chairman, TRIPTK

14:30IMPACT & SOCIETY FROM INSIGHTS TO IMPACT
HOW HINGE IS FOSTERING IRL CONNECTION FOR GEN Z

Join Josh Penny, Hinge's Director of Social Impact, for a behind-the-scenes look at One More Hour, an initiative to foster more in-person connection time among Gen Z. He'll unpack how Hinge translated stark insights about the loneliness epidemic into a multi-million dollar investment into grassroots community building. Hear how:

Identified the cultural opportunity through deep research with Gen Z and 20+ community partners
Created a program that authentically connected brand purpose with cultural need
Developed a scalable framework for supporting local social groups
Built a sustainable model that pays back to communities through direct investment

Josh Penny, Director of Social Impact, Hinge

14:50ARTS & ENTERTAINMENT
TAPPING INTO THE POWER OF READING CULTURE: THE EVERAND EVERYTHING CLUB

Books hold an unprecedented influence in today’s culture. Movements like #BookTok are converting younger readers, creating devoted fandoms, democratizing book marketing, and driving viral literary hits. Book clubs are an essential part of this phenomenon, with an estimated 5 million members in the U.S. alone. However, while book clubs offer a communal space for discussion, they often come with unwritten rules that can feel restrictive—turning a relaxing pastime into a source of pressure. The Everand Everything Club (EEC) is a refreshing alternative, redefining the book club experience with creator-led community discussions that welcome readers of all kinds. Join us for an engaging conversation about the future of book clubs and the cultural power of reading today.

Gemma Craven, VP, Brand Marketing & Communications , Everand, Scribd, Slideshare

15:15BREAK

15:45WHY BRAND LOVE IS THE ONLY REAL CULTURAL CURRENCY: DEMAND GETS YOU IN THE CART – CULTURE GETS YOU IN THE HEART

In today’s hyper-connected world, brand love is the real currency of cultural relevance. New Research from Zeno Group will reveal what it takes to earn and keep brand love, and convert that love into demand. Turns out the way to consumers’ hearts is more personal than we think.

Jess Park, Senior Vice President, Chief of Brand and Fan Engagement, U.S. Olympic & Paralympic Committee

Thomas Bunn, Global Chief Client Impact Officer, Zeno Group

16:05ENTERTAIN OR DIE: BRINGING CREATIVITY CLOSER TO THE C-SUITE AND CONSISTENTLY DELIVER CULTURAL IMPACT

Most brands claim they want to be a part of culture but aren’t set up to do so. They can’t move at the requisite speed. They don’t have a way of working with unorthodox talent. They silo creativity to the marketing function. But what if we looked at everyday consumer brands differently?:

Brought creative control into the C-suite, much like a luxury brand
Treated marketing output and cadence like that of a long-running sketch show
Allowed creativity to touch product and CX

In this session, you’ll hear from brand leaders and experts setting the standard for C-suite creativity. You’ll hear how being creatively consistent throughout the business lets them be part of culture and win over the public. Because today, it’s either entertain, or die.

Dan Salkey, Strategy Partner, Small World

Ana Andjelic, Author, “Hitmakers: How Brands Influence Culture” and one of Forbes' most entrepreneurial CMOs,

Resh Sidhu, Global Director Arcadia Creative Studio, Snap Inc.

Shannon Comstock, SVP of Marketing, Vacation Inc.

16:35HOW TO ALIGN CREATIVE EFFECTIVENESS WITH CULTURE-LED MARKETING: DEMONSTRATING THE ROI

The long-term payoff and value (for consumers, society and the brand) can be significant. In this session, we’ll hear how two brands have effectively aligned culture-led initiatives with business growth.

Devin Colleran, Director, Global Brand, Tinder

Michael Lee, EVP and Creative Director, Oatly

Kerry Flynn, Media Reporter, Axios

17:05FOMO SAPIENS: GRAND THEFT CULTURE. A REALITY CHECK FOR BRANDS

Join Rob Mayhew (adland's favorite social media truth-teller - according to The Drum) as he delivers a hilarious and eye-opening takedown of brands desperately trying to hijack culture. From "Just Do It" to "Just Don't," Get ready to cringe, laugh, and quietly delete your 2025 TikTok strategy as Rob reveals what actually works when it comes to cultural relevance. Whether you're chasing Duolingo’s social cred or trying to make your insurance brand go viral, this session will show you why sometimes the best cultural moment is the one you don't crash. And yes, he'll tell you exactly what you should be doing if you want your brand to be as big as 'Brat'.

Rob Mayhew, Creative Director & Content Creator (Business and Finance bCreator of the year),

17:45COCKTAIL HOUR WITH DJ BUNNY EARS

To cap off the event, DJ Bunny Ears will perform a live set crafted around the audience's preferred sonic direction for Brands&Culture as decided in the session, "Identifying the Sound of Brands&Culture".

08:00BREAKFAST SESSION - BY INVITATION ONLY
CREATORS, CONTROVERSY AND BRAND SAFETY: WALKING THE TIGHTROPE

Brooks Miller, Executive Vice President, Creator Marketing, Edelman

Sara Rezaee, Head of Creator Marketing, North America, Edelman

10:00WELCOME TO THE INVOLVE STAGE

10:05THE CULTURE OF STORYTELLING: ENGAGE YOUR TRUE BELIEVERS

Storytelling is a powerful way brands can tap into and shape culture while creating loyal evangelists for the brand. But the stories they tell need to be organic to the brand and resonate emotionally with its audience. Cheryl Miller Houser provides a cultural storytelling framework participants can apply to all industries and platforms to foster connection, impact and growth. She illustrates her tactics through successful campaigns and audience engagement, leaving participants inspired to apply this cultural storytelling strategy to their own work. Takeaways - Learn about Cheryl’s cultural storytelling methodology to:

Tap into and shape culture in a way that’s organic to your brand
Create connection, community and long-term cultural relevance
Inspire and mobilize people to take positive action

Cheryl Miller Houser, Founder, Creative Breed