The New Alliance: Forging Collaborative Teams in the In-Housing Age

Related Sessions

• Main Character Energy: Building Brands’ Gen Z Follows

  Innovation Stage

  • Engaging the Modern Consumer

  • Jenny RooneyChief Brand and Community OfficerAdweek
  • Jill CressChief Marketing and Experience OfficerH&R Block
  • Jim MollicaPresident, Luxury Consumer Audio & Chief Marketing OfficerBose
  • Mark WeinsteinChief Marketing Officer & Head of Luxury BrandsHilton
  • Soyoung KangPresidenteos Products

  With over half of the Gen Z population now shopping inside social apps – and Gen Alpha, raised on ad-free streaming and algorithmic curation, rarely encountering traditional ads at all – the rules of brand engagement are due for a reset. Today’s young consumers demand authenticity, inclusion, and emotional resonance from the brands they choose to align with. A new wave of creator- and celebrity-led brands are turning culture into commerce, reshaping how marketers build identity.

  Presented by

  Thu 10/9 • 9:40AM EDT30minIn person

• The New Alliance: Forging Collaborative Teams in the In-Housing Age

  Great Minds Stage

  • Gary VaynerchukCEO & Co-FounderVaynerMedia
  • Jenny RooneyChief Brand and Community OfficerAdweek
  • Mark KirkhamCMOPepsiCo Beverages US

  As brands accelerate in-housing, the old agency-client playbook is being rewritten. Efficiency and authenticity are driving the shift, but success depends on something bigger: forging seamless alliances between internal teams and external partners. Join PepsiCo US Beverages Chief Marketing Officer Mark Kirkham and VaynerMedia CEO Gary Vaynerchuk for a dynamic discussion moderated by Adweek Chief Brand and Community Officer Jenny Rooney on “The New Alliance,” a collaborative ecosystem where in-house and agency talent work

  Tue 10/7 • 5:30AM EDT30minIn person