Cultivating a loyal fanbase is every brand’s dream. But some companies have turned fandom into the foundation of their business. While traditional social platforms chase fleeting attention, brands like Duolingo, Crunchyroll, Wavemaker and WEBTOON Entertainment are building lasting connections with engaged communities. In this session, you’ll hear from executives at these culture-shaping companies to learn how they create and activate fandoms and how you can apply those strategies to turn customers into devoted fans.
AI is not here to replace creativity; it is here to supercharge it. In this fireside chat, Amit Jain, CEO of Luma AI; Marcos Ribeiro, Senior Director of Advertising & Brand for Macy’s; PJ Pereira, Creative Chairman at Pereira O’Dell, Founder of Silverside.ai, and Chief Creative Officer of Serviceplan Americas; and Sil Curiati of STORY, will explore how AI is transforming advertising and entertainment.
In today’s fragmented, saturated media landscape, brands, creators, and athletes are turning to the real world to deliver breakthrough impact. From bold billboards and building wraps to airport takeovers, immersive activations, and moving media, out of home (OOH) doesn’t just command attention-it fuels content, shapes culture, and drives commerce. This panel will explore why OOH has become the channel of choice for those seeking cultural relevance, authentic connection, and influence that extends far beyond the screen.
America’s Finest News Source, The Onion, has crammed a decade of plot into the last two years: It sold to new owners, staffed up, relaunched a subscription print edition, nearly bought Infowars (long story), and opened America’s Finest Creative Agency to bring its humor to brands. In a conversation economists are already calling “an upcoming session at Advertising Week,” The Onion’s Leila Brillson and Jordan LaFlure take us behind the scenes of the mischief-making institution that always keeps legal on its toes.
In a world where people express themselves through reaction GIFs, emojis, and memes, how do we define success? This session will explore how emerging tools like GIPHY are helping brands measure cultural velocity, not just impressions. Messaging offers a new form of opt-in engagement, where search and share data provide valuable insight into what users want your brand to mean. Performance here isn’t about persuasion or conversion, but participation, and that’s a more powerful signal than a swipe or a skip.
From divestment to investment, from boycotts to unwavering support, one thing is clear: consumers are tired of trying to deduce what brands stand for and just want clarity so they can make their own decisions. This panel of ad-marketing professionals will address how brands must be clear about their foundational values (whatever they may be). We will discuss how standing behind core brand values, no matter which way the wind blows, is always good business.
This session explores how sports fandom provides a model for brands to move beyond transactional loyalty and foster true fans. We’ll discuss insight from our research that reveals how embracing fandom principles such as community, identity, gamification, recognition, and personalization allows consumer brands to unlock deeper engagement and lasting advocacy – particularly among Gen Z, who expect authenticity, interactivity, and participation.
