Can We Build It? Will They Come? Making the Field Of Dreams Concert Series

Related Sessions

• London Reimagined: Outernet and the Future of Immersive Media & Brand Experience

  Innovation Stage

  • Immersive Experiences

  • Amir MalikManaging DirectorAlvarez & Marsal
  • Jessica Dracup-HollandCMOOuternet London
  • Philip O’FerrallCEOOuternet London
  • Steven PaganelliGlobal VP, Media & PartnershipsTripadvisor

  In this session, hosted by Outernet London CEO Philip O’Ferrall, we explore how one of the world’s most iconic cities in global ad land is being transformed through increasing use of data and AI. We discover how Outernet as a living, breathing media platform, alongside brands such as Tripadvisor, blur the lines between digital out-of-home, immersive storytelling, data integration, live entertainment, and real-time social engagement to create truly unique advertising.

  Tue 10/7 • 5:40AM EDT30minIn person

• Step Into the Future of Experiential Marketing

  Innovation Stage

  • Immersive Experiences

  • Jade AlexExecutive Director, Global Events & PublicityWarner Bros.
  • Kristen JackmanSVP, Westfield RiseWestfield Rise
  • Wendy Kupsis-RobinoSVP, Marketing Events & PublicityWarner Bros.

  The Future of Experiential Marketing

  Join Westfield Rise and Warner Bros. Studios for an unmissable conversation exploring how immersive experiences are revolutionizing the way audiences connect with stories, products, and brands. From Minecraft takeovers to captivating real-world activations, discover how Westfield’s town square destinations are turning heads-and driving major results at the box office.

  But this isn’t just for movie buffs. Whether you’re in retail, tech, fashion, or beyond, the strategies behind these blockbuster campaigns hold valuable lessons for every industry. We’ll also explore how to make experiential more sustainable by giving promotional sets and branded assets continued life across spaces. You’ll walk away with actionable insights on building high-impact, measurable experiential campaigns that create emotional resonance and deliver real business results.

  Come for the cinematic magic. Leave with inspiration for your brand’s next big move.

  Tue 10/7 • 7:00AM EDT30minIn person

• Worldbuilding That Scales

  Innovation Stage

  • Immersive Experiences

  • Haye AndersonBrand DirectorUbisoft
  • Stephane JankowskiExecutive ProducerUbisoft
  • Tom WasonGlobal PrincipalWolff Olins

  Most rebrands die in the handoff. Stunning decks get approved – then fall apart in the wild. Logos stretch. Color palettes clash. Partners freestyle. Fans improvise. The brand world breaks. But what if your brand was built to scale from day one? If you’ve ever watched your brand guidelines collapse on contact with reality, this session is for you. Learn how brand worldbuilding can power more than marketing, but how it can build fandom, fuel culture, and future-proof your product. This panel illustrates these principles by demonstrating how Ubisoft and global brand agency Wolff Olins turned gaming title Anno 117: Pax Romana into a living, breathing world; across fan kits, collector’s editions, cookbooks, vinyl records, and beyond. Explore and design modular brand systems that empower not just marketers, but players, creators, vendors, and fans to expand the brand‚Ķ without breaking it.

  Presented by

  Tue 10/7 • 9:40AM EDT30minIn person

• Existential Threat or Opportunity? Inside TIME’s Approach to AI

  Innovation Stage

  • Immersive Experiences

  • Kerry FlynnMedia ReporterAxios
  • Arjun KalyanpurGroup Strategy DirectorCode and Theory
  • Mark HowardChief Operating OfficerTIME
  • Mihir PandyaDirector of Engineering and ProductScale AI

  For TIME, advancing its legacy means embracing AI as a catalyst for evolution rather than obsolescence, amplifying what matters most: delivering trusted journalism to people around the world, in more ways than ever before.

  Join TIME’s Mark Howard and Scale AI’s Mihir Pandya, and Code and Theory’s Arjun Kalyanpur as they sit down with Kerry Flynn from Axios to explore their groundbreaking partnership, which goes beyond content licensing to support TIME’s AI journey.

  Presented by

  Tue 10/7 • 10:20AM EDT30minIn person

• Cracking Attribution Across Dark Channels with IR Technology

  Innovation Stage

  • Immersive Experiences

  • Thomas FrankeDirector of New YorkAdvertising Week
  • Matty BeckermanCEO & FounderIRCODE

  As attribution gaps widen across OOH, CTV, and in-app environments, marketers are left without clear signals to guide spend. In this session, IRCODE founder Matty Beckerman introduces a new layer of infrastructure that connects real-world interaction to mobile experiences, enabling brands and platforms to activate content across surfaces they own. Includes a behind-the-scenes look at IRCODE’s Times Square interactive billboard and new white-label lens technology for advertisers and streamers.

  Tue 10/7 • 9:00AM EDT15minIn person

• Smells Like Pop Culture

  Innovation Stage

  • Immersive Experiences

  • Alex WiltschkoCEO + FounderGeneration by Osmo
  • Jina SongHead of CreativeScentbird
  • Kaitlyn BarclayCEO & Co-FounderScout Lab
  • Michele Y. SmithChief Executive OfficerThe Museum of Pop Culture

  Explore the frontier of scent branding, where fragrance has evolved from luxury’s exclusive domain into an essential component of brand strategy. This sensory dimension of branding creates powerful memory associations that visual elements alone cannot-explaining why hospitality giants, retailers, and museums are investing in fragrance. The panel will examine how neurological responses to fragrance create persistent brand impressions, using the example of the Museum of Pop Culture’s signature scent developed by Generation.

  Presented by

  Tue 10/7 • 7:40AM EDT30minIn person