Grab your pass, grab a bite, and power up with a brew or two before we dive into a day of conversation and collaboration.

Standing out in today’s crowded marketplace is about being bold and showing grit. This 1:1 interview kicks off our program with the CMO of a brand that has transformed its industry. The discussion will highlight how the company seized opportunities that legacy organizations overlooked and built a dynamic brand that scaled rapidly to build a loyal customer base.

This panel explores how modern marketing teams are evolving. Learn from legacy and disruptor brands alike about how to best create an organizational structure that supports rapid decision-making, fosters creativity and partnerships and integrates emerging technologies without losing the human touch.

While Gen Z gets all the airtime, two seemingly opposite cohorts, Gen Alpha and Baby Boomers are where marketers should focus. One generation, born with multiple devices in hand, are shaping the future of retail with expectations for interactive, gamified, and AI-driven experiences. The other has seen every shift in media since the birth of television—and they’ve got longevity, influence, and disposable income. Both are influencing culture and commerce in ways marketers can’t afford to ignore. In this session, we’ll explore how these generations are discovering brands, engaging with content and community, and influencing everything from purchase paths to social conversations. Whether it’s the multi-generational power of Boomer spending or the emerging digital fluency of Gen Alpha, this is your guide to thinking differently about influence and attention.

(Details coming soon!)

In today's landscape, fan engagement goes far beyond ticket sales and social media likes. Whether a B2B or B2C voice, brands are leaning into community as a growth strategy. This panel will bring together marketing leaders to unpack how organizations are redefining what it means to build a fanbase, whether that's sports fandom or cult followings. We'll unpack the keys to playing into community interests, leaning into cultural moments, and more.

Successfully navigating growth phases to better inform business decisions is key, and legacy metrics no longer tell the full story. In a world of fragmented content and changing consumer behavior, measurement must be aligned with long-term brand growth. Learn how legacy leaders are building real-time measurement models, balancing quick results with long-term brand health and determining which KPIs to embrace moving forward.

Marketing for disrupter brands incorporates juggling rapid experimentation with lean teams, all while trying to build brand equity. During this session, learn how successful brands are moving fast without losing sight of the metrics that matter long-term, using data to pivot quickly, and aligning KPIs with leadership expectations and consumer behavior.

This session is aimed at more established companies and legacy brands focused on their evolution and taking strategic risks. Learn how to identify and capitalize on emerging trends; building a culture of strategic risk-taking; and implement strategies that balance data-driven insights with bold approaches.

For disrupters, your marketing mix is all about survival and growth. During this session, we unpack how to identify your brand’s true north; determine the marketing channels that make sense (or don’t) for your brand; and build a marketing mix that attracts early consumers and scales with your business.

This dynamic two-part breakout explores the power of community to elevate your brand through meaningful experiences and inclusive engagement. In the first half, we’ll uncover creative ways to activate your audience and design brand moments that resonate. In the second, we’ll share practical techniques to authentically welcome new audiences and expand your community with intention.

Fueling Fandom: Ford’s Success in Building Social Community: Join Jessica Muir and Rachael Datz as they reveal how Ford is forging deeper connections with its audience by prioritizing community on social media. They will showcase how Ford has moved beyond traditional marketing to cultivate a thriving ecosystem of passionate fans. Learn how Ford's strong community management fosters one-to-one relationships, how their ambassador program empowers brand advocates, and how AI curates thousands of UGC pieces to amplify authentic customer stories.

• Jessica Muir, Social Media Content Strategy Lead, Ford
• Rachael Datz, Executive Social Director, VML

For the Fans: How Spotify Creates Content that Connects: In 2025, fandom isn’t a subculture. It's the new mainstream. As streaming shifts from consumption to identity, fans are using Spotify to express their tastes, discover new favorites, and build micro-communities around what moves them. From hyper-personalized artist drops to video podcasts and live branded events, Spotify is giving fans more ways to engage and giving marketers a chance to meet people in their most passionate moments. In this session learn how fandom is reshaping the cultural economy, what’s bubbling up across the platform, and how brands can plug in without feeling like outsiders.

• Bridget Evans, Global Head of Ads Business Marketing, Spotify

For decades, the advertising world has accepted a fundamental lie that has held us back: you can’t get to great work, quickly, without breaking the bank. This mythical "iron triangle" has become the convenient excuse for bloated timelines, inflated budgets and mediocre work. X&O dismantles this fallacy by eliminating hierarchy and trusting expert talent to move with conviction over consensus. Join co-founders Eric and Brett as they discuss developing a visual identity for Smashburger and creative platform for Alibaba in less time than it takes to fill out timesheets - proving big ideas at pace isn’t just possible, it’s the future of our industry.

In a world of constant evolution, marketers must embrace a leadership style that fosters agility, innovation and resilience. This session will highlight visions for the next phase of marketing and showcase the strategies that will help all brands thrive in the future.

Understanding which technologies have the most potential to positively impact your organization–and how to effectively integrate them–has never been more critical. This panel explores how leaders are making strategic decisions about technology adoption and implementation.

We are entering a new age of hyper-customization, driven by the rapid integration of AI into the mainstream and customer experience. From generative design to personalized search, AI is reshaping how consumers interact with brands at every touchpoint. Your TikTok feed shows comments tailored to your preferences; brand websites are starting to adapt to reflect your aesthetic preferences instead of a rigid corporate identity. SEO and web experiences are being revolutionized by AI-driven search experiences that prioritize personal relevance over keywords. In this session, learn what it means to create a cohesive and authentic brand in a world where every individual’s experience of that brand is different.

Global brands must strike a balance between maintaining a consistent brand identity while tailoring their efforts to resonate with local audiences. This session explores how to ensure cultural relevance, structure teams for effective global coordination and evaluate KPIs for success.

In a world where speed and innovation are essential to relevancy, legacy brands face the challenge of shedding outdated processes and embracing a more agile mindset. In this 1:1 interview, learn how Unilever’s Kathleen Dunlop restructured a legacy marketing organization to embrace a culture of social listening and innovation. From Vaseline to Dove, TRESemmé and beyond, the brands in her portfolio are successfully leveraging insights that allow them to move at the speed of culture.