Adspeak

Adweek

Love it or hate it, the advertising and marketing industry is the ultimate broker of power and influence in the world today. Adspeak, hosted by ADWEEK editor in chief Ryan Joe, brings to life stories from our top reporters, delving into the people, brands, ad agencies, and adtech giants that shape how we view the world, the products we buy, and the entertainment we enjoy.

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S1 · E79
July 30 · 14 min
How Brands Can Help Save Lives: A Conversation with Jaymes Black
What if your brand could become a lifeline for LGBTQ+ youth in crisis? In this episode of Adspeak by ADWEEK, we turn the mic over to Jaymes Black, CEO of The Trevor Project. A nationally recognized LGBTQ+ advocate and nonprofit leader, Jaymes oversees the organization’s crisis intervention, research, education, advocacy, and peer support programs serving LGBTQ+ young people across the United States. Jaymes shares how brands can become powerful allies in suicide prevention by moving beyond sponsorships and embracing meaningful partnerships. They explore why LGBTQ+ youth mental health should be treated as a universal human issue, how authentic storytelling and celebrity engagement can amplify impact, and why visibility matters during moments of crisis. From mobilizing corporate resources to building long-term trust, Jaymes offers a compelling look at how creativity, compassion, and collaboration can help create lifesaving outcomes for young people who need support the most. How to reframe corporate engagement from transactional to transformational Why depoliticizing LGBTQ+ youth mental health positions your brand as a defender of universal human values The "Field Catalyst" framework for scaling impact How to mobilize celebrity partnerships and authentic storytelling Why brand presence functions as a lifeline for at-risk youth How to move from judgment to partnership with brands navigating fear and uncertainty About the Guest: Jaymes Black is CEO of The Trevor Project, the leading suicide prevention and crisis intervention organization for LGBTQ+ young people. With more than 20 years of leadership experience spanning the nonprofit, technology, and finance sectors. She has led teams at organizations including Family Equality, Charles Schwab, Sabre Corporation, and Northrop Grumman. Jaymes made history as The Trevor Project’s first Black and first nonbinary CEO and has been recognized by TIME, Out Magazine, and numerous advocacy organizations for their leadership and impact. Host and Guest Resources: Jaymes Black on LinkedIn Jaymes Black on Instagram The Trevor Project Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E78
July 28 · 26 min
Balancing Brand Equity and Innovation with Jamie Warner and Trent Thacker
In this episode of Adspeak by ADWEEK, Jamie Warner sits down with Trent Thacker, Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence, to explore how iconic brands like AutoTrader and Kelley Blue Book consistently produce high-performing creative in an increasingly competitive media landscape. Trent shares Cox Automotive's research-first approach to campaign development, revealing how consumer tracking, competitive intelligence, and multi-stage testing help reduce risk while improving results. The conversation dives into why automotive advertising demands a different playbook, with consumers spending up to 100 days researching vehicles and relying heavily on informative content. Trent also explains how Cox Automotive is embracing AI, from generating animatics for rapid testing to creating AI-powered consumer personas, without losing the human judgment required to protect brand equity. What You'll Learn: How to structure a creative development process that mitigates risk Why the Information Score matters more than you think in automotive advertising How to use AI to accelerate creative iterations without sacrificing quality The strategic value of AI-powered generational personas for script refinement How to protect brand equity while staying competitive Why cross-brand integration amplifies performance About the Guest: Trent Thacker is the Senior Director of Market and Customer Research at Cox Automotive Inc. and currently Senior Director of Industry Intelligence at Cox Automotive, where he leads research and market intelligence initiatives for major consumer-facing brands including AutoTrader and Kelley Blue Book. With over a decade of experience at Cox Automotive and previous roles at Phillips and AT&T, Thacker has developed deep expertise in campaign development, consumer research methodologies, and creative testing across competitive markets. Jamie Warner is a highly motivated sales leader with a proven track record of exceeding goals and building lasting client relationships. As Enterprise Account Executive of Brand Partnerships at iSpot, Jamie brings extensive experience in business development, revenue generation, and account management. Known for a solution-oriented approach, Jamie excels at identifying client pain points and creating mutually beneficial outcomes. A positive leader, strong motivator, and effective communicator, Jamie is passionate about helping brands achieve measurable success through strategic partnerships. Host and Guest Resources: Trent Thacker on LinkedIn Cox Automotive Inc. Website Jamie Warner on LinkedIn iSpot Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E77
July 23 · 30 min
John Solomon on Building Brand Momentum When Markets Turn Against You
How do you maintain brand momentum when tariffs spike, supply chains collapse, and private equity demands quick returns? In this episode of Adspeak by ADWEEK, Audrey Kemp sits down with John Solomon, Ex CMO at Therabody and currently CMO at Mozilla, to explore how bold marketing decisions can drive growth during periods of uncertainty. Drawing on his experience leading marketing at Therabody, John shares why brands shouldn't automatically cut marketing spend during economic pressure and how strategic investments can create long-term momentum. He explains the shift from thinking about brand versus performance marketing to demand creation versus demand capture, offering a framework that resonates with investors and leadership teams. John also discusses building specialist agency partnerships, developing an agile in-house creative studio, leveraging celebrity collaborations authentically, and measuring both hard and soft marketing metrics. From navigating tariffs and supply chain disruptions to making asymmetric bets on innovation, this conversation offers practical lessons for ambitious marketers leading through change. What You'll Learn: How to reframe marketing budgets to private equity stakeholders by shifting language from "brand marketing vs. performance marketing" to "demand creation vs. demand capture" Why cutting performance marketing spend instead of brand spend is the counterintuitive move that allows retailers to thrive The asymmetric bet framework for pitching bold creative ideas How to build a specialist agency model instead of relying on an all-knowing AOR The in-house creative studio strategy for content velocity How to use science-backed differentiation as a moat in crowded categories Why measuring soft metrics alongside hard KPIs matters for stakeholder confidence About the Guest: John Solomon is the ex-Chief Marketing Officer at Therabody and currently CMO at Mozilla. He brings over 15 years of experience in navigating complex market challenges, from supply chain disruptions and tariff pressures to private equity dynamics. John has established himself as a strategic marketer who refuses to compromise brand investment during crises. Previously at Beats by Dre, he brings deep expertise in building cultural relevance and driving growth through innovative creative partnerships and omnichannel expansion. Host and Guest Resources: John Solomon on LinkedIn Therabody Website Mozilla Website Audrey Kemp on LinkedIn Courier Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E76
July 21 · 33 min
How Jen Zeszut Built a Mac and Cheese Brand by Out-Weirding Industry Giants
What if your biggest competitive advantage wasn't outspending your CPG rivals, but out-weirding them? In this episode of Adspeak by ADWEEK, host Rebecca Stewart sits down with Jen Zeszut, CEO and founder of Goodles, to explore how a bootstrapped startup transformed one of the most established categories in grocery retail. Jen shares why taste, not health claims, became the foundation of the brand, how bold creativity helped Goodles compete against industry giants, and why taking calculated risks often delivers bigger rewards than playing it safe. The conversation covers building a mission-driven culture, creating marketing that sparks attention and conversation, and scaling a business without relying on traditional agency support. Jen also reveals the unconventional tactics that helped Goodles win retail distribution, grow rapidly, and turn mac and cheese into a cultural phenomenon while staying focused on joy, purpose, and innovation. What You'll Learn: How to identify billion-dollar opportunities in "sleepy" categories The "Lead with Yum" principle for health-forward products Why you must out-weird competitors when you can't out-spend them How to build a category-growth motion, not just share-stealing The operational mandate for scaling creative culture How to navigate retail without industry connections About the Guest: Jen Zeszut is the Founder and CEO of Goodles, the fast-growing CPG brand reinventing the mac and cheese category through bold branding, nutritional innovation, and unconventional marketing. A seasoned business leader and product marketer, she has more than 15 years of experience driving brand growth, launching products, and leading high-performing teams. Having founded four companies across software and consumer goods, Jen combines creative thinking with strategic execution to build mission-driven brands that challenge convention and deliver extraordinary results. Guest Resources: Jen Zeszut on LinkedIn Goodles Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E75
July 16 · 21 min
Turning Sunscreen Into a Lifestyle Brand: Lessons from Roy Fleeman
In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to explore how Vacation transformed sunscreen from a functional necessity into an immersive lifestyle brand. Roy shares how the team uses nostalgia, sensory design, and meticulous attention to detail to create products that feel joyful and collectible. They discuss why brands should be informed by trends without being defined by them, how packaging can become a powerful storytelling tool, and why designing every customer touchpoint matters. From fragrances and campaign concepts to shipping experiences and social content, Roy reveals how Vacation builds cultural relevance by creating moments that customers want to share, remember, and revisit long after their vacation-inspired purchase. What You'll Learn: How to reposition a commodity category by identifying emotional gaps The "This Not That" design framework for authentic brand differentiation Why broad nostalgia outperforms decade-specific retro aesthetics How to weaponize packaging inconsistency as a collectibility strategy The power of hyper-specific moment marketing to drive product narrative How to design every touchpoint as an immersive brand experience About the Guest: Roy Fleeman is VP of Design at Vacation, the leisure-enhancing sunscreen brand that's revolutionizing how consumers think about sun protection. With a background in advertising and brand design, Roy has spearheaded Vacation's distinctive visual identity, transforming sunscreen from a clinical necessity into a coveted lifestyle product through meticulously crafted packaging, nostalgic aesthetics, and immersive brand experiences. Guest Resources: Roy Fleeman on LinkedIn Vacation Inc Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E74
July 14 · 18 min
The Future of Advertising Is Predictive: How Deep Learning Is Transforming Marketing with Jeremy Fain
In this episode of Adspeak by ADWEEK, Jeremy Fain, CEO and Co-founder of Cognitiv, explores how deep learning is reshaping the future of advertising. Jeremy explains why the true power of AI in marketing comes from leveraging massive data sets, predictive algorithms, and real-time optimization, not just generative tools. He breaks down how marketers can use first-party data, granular audience signals, and continuous learning loops to improve targeting, personalize creative, and drive stronger campaign outcomes. From predicting creative performance before impressions are purchased to unlocking incremental gains at scale, Jeremy shares how brands can turn AI into a competitive advantage and help marketing teams operate more effectively in an increasingly data-driven advertising landscape. What You'll Learn: Why deep learning is fundamentally a big data problem, not a creative tool How to position media as the middle, not the end of your marketing process The log-level data framework for maximum algorithm performance How to predict creative performance before you buy the impression The competitive advantage of 3% incremental improvements at scale How to deploy AI as an efficiency multiplier, not a headcount reducer About the Guest: Jeremy Fain is the CEO and Co-Founder of Cognitiv and a thought leader in AI and deep learning applications for advertising, known for his expertise in leveraging machine learning to optimize marketing performance and campaign targeting. With a background in interactive marketing and experience at firms like Digitas, he has pioneered approaches to applying deep learning algorithms specifically to advertising data, moving beyond generative AI to unlock the full potential of first-party data and consumer behavior prediction. His work at Cognitiv has demonstrated measurable improvements in campaign efficiency and creative performance, making this conversation essential for marketing leaders seeking to stay competitive through data-driven innovation and algorithmic optimization. Guest Resources: Jeremy Fain on LinkedIn Cognitiv Website ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E73
June 30 · 31 min
The $1 Trillion Question: Why Brands Are Still Underinvesting in Women’s Sports
In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at Adweek, sits down with Wes Felix, Co-Founder of Always Alpha and Co-Founder and CEO of Saysh; Allyson Felix, Co-Founder of Always Alpha, Co-Founder and President at Saysh, and International Olympic Committee Member; and Cosette Chaput, CEO and Co-Founder of Always Alpha, to explore why women’s sports represents one of the biggest untapped opportunities in marketing. The conversation examines how female athletes drive stronger purchase intent and deeper engagement than traditional influencers, why brands must move beyond sponsorship checkboxes, and how authentic storytelling creates lasting connections. They discuss Allyson’s journey building Always Alpha, the future of women’s sports marketing, and why LA 2028 could redefine brand investment in female athletes. What You'll Learn: Why the 2.8x Purchase Intent Gap Exists How to Reframe KPIs Away from Vanity Metrics The "Listen Deeply" Principle for Unlocking Authentic Partnerships Why "Bundling" Female Athletes Destroys Individual Impact The Difference Between Women's Sports Marketing and Traditional Sports Marketing Why LA 2028 Is Your Make-or-Break Moment About the Guests: Allyson Felix is a co-founder of Always Alpha and an Olympic track and field athlete with four Olympic appearances and six gold medals. Her advocacy for maternal protections in sports contracts transformed industry standards and sparked the creation of Always Alpha, an agency dedicated to representing female athletes authentically. In this episode, she shares her journey from Nike sponsorship to founding a talent management firm that celebrates athletes as whole people, providing strategic insights for brands seeking genuine connection with female consumers through partnership with women in sports. Wes Felix is a co-founder of Always Alpha and a strategic advisor in sports marketing with deep expertise in athlete representation and brand partnerships. With a background in sports marketing and a personal connection to Olympic athletics, Felix drives the agency's mission to educate brands on the true value of women's sports investment and challenge outdated KPIs. His work has helped major brands like Athleta, Pampers, and Sephora discover how female athletes deliver measurable ROI and cultural impact far exceeding traditional influencer partnerships. Cosette Chaput is the CEO and co-founder of Always Alpha, specializing in market strategy and brand education within women's sports. With expertise in identifying untapped sponsorship categories and reframing how companies approach female athlete partnerships, Cosette bridges the gap between traditional sports marketing and emerging consumer brands. Her work focuses on expanding the entire women's sports ecosystem beyond leagues and teams, creating sustainable partnerships that drive business growth and cultural visibility for female athletes. Guest Resources: Wes Felix on LinkedIn Allyson Felix on LinkedIn Cosette Chaput on LinkedIn Always Alpha Website Saysh Website Zoë Ruderman on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E72
June 25 · 22 min
How HubSpot Built a 50-Million-Person Media Engine Inside a Software Company with Jonathan Hunt
In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands. The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust. What You'll Learn: How to own your distribution instead of renting it Why editorial independence is your competitive moat The "quality of impression" framework over quantity metrics How to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization Why video and creators are the only sustainable content bets How to use AI as a force multiplier, not a replacement: About the Guest: Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide. Guest Resources: Jonathan Hunt on LinkedIn HubSpot Website Mike Beyman on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E71
June 23 · 17 min
Beyond QR Codes: Matty Beckerman on the Future of Interactive Media
In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail. Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases. What You'll Learn: How to eliminate QR codes from campaigns by leveraging advanced computer vision AI Why TV measurement has become your biggest competitive advantage The White Label Lens Framework for custom brand ecosystems How to convert passive viewing into active commerce The measurement dashboard strategy for proving ROI Why live sports and entertainment events represent your 2026 growth opportunity About the Guest: Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable. Guest Resources: Matty Beckerman on LinkedIn IRCODE Website Ryan Joe on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E70
June 18 · 27 min
Influencer Marketing Is Broken: How Billion-Dollar Brands Can Fix It at Scale
In this episode of Adspeak by ADWEEK, Keith Bendes, Chief Strategy Officer at Linqia, and Denise Vitola, Founder and CEO of Vitola Strategies, explore how enterprise brands can move influencer marketing from a tactical experiment into a scalable growth engine. They discuss the challenges of building internal alignment, earning stakeholder buy-in, and creating measurement frameworks that prove real business impact. The conversation dives into why creator content should extend far beyond social posts, how brands can repurpose influencer assets across channels, and what regulated industries need to consider when balancing creativity with compliance. From ROI measurement to campaign strategy, Keith and Denise share how the biggest brands can build smarter, more integrated influencer programs that drive lasting value. What You'll Learn: How to secure stakeholder buy-in through internal education The "Influencer Everywhere" framework How to prove ROI through four core measurement pillars Why "crawl before you walk and run" with regulated industries How to design integrated campaigns for earned media The RFP framework for selecting the right influencer partner About the Guests: Keith Bendes is Chief Strategy Officer at Linqia, the leading independent influencer marketing agency, where he shapes client strategy, go-to-market initiatives, and industry thought leadership. He works with senior marketing leaders at global brands to build influencer programs that connect creator content with measurable business outcomes across strategy, content, amplification, and measurement. A recognized voice in the creator economy, Keith co-hosts Creator Economy Live, contributes to Forbes, is a LinkedIn Top Voice, and speaks at major industry events, including Brandweek, SXSW, and Cannes. He also writes The Art of Influence newsletter, exploring how brands build influence in the evolving social landscape. Denise Vitola is a health and wellness marketing expert, award-winning digital communications executive, and founder of Vitola Strategies. With more than 20 years of experience building brands through integrated marketing, social, PR, and influencer strategies, Denise has helped shape the future of influencer marketing for major organizations, including Bayer Consumer Health, where she led brand integration, PR, social, and influencer initiatives. Known for her innovative approach to creator campaigns, she has developed award-winning programs including Claritin Diversitree, Bayer Aspirin Sponsor of Fans’ Hearts, and Similac Sisterhood of Motherhood. A former agency leader at Makovsky and MSLGROUP, Denise is recognized as a PRWeek “40 Under 40” honoree, PRNews Top 25 Woman in PR, and a Stevie Award winner. Guest Resources: Keith Bendes on LinkedIn Linqia Website Denise Vitola on LinkedIn Vitola Strategies on Facebook Hosted on Acast. See acast.com/privacy for more information.
S1 · E69
June 16 · 26 min
The Future of Auto Marketing: Building Brands Through Human Connection Today
In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity. The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace. What You'll Learn: How to redefine brand as an emotional asset, not a product feature Why accessibility and trust are becoming the primary drivers of brand loyalty The "Subway Map" media strategy that replaces outdated funnel thinking How to build community through peer-to-peer experiences and transparency Why brand DNA preservation and modernization aren't mutually exclusive How to position your brand for 2030 by prioritizing customer experience over customer service About the Guests: Doug Zarkin is the Chief Marketing Officer of Take 5 Oil Change, where he built the company's first modern marketing organization and helped accelerate growth for the $1.4 billion automotive services brand. Throughout his career, Doug has led brand transformation initiatives for some of the world's most recognized consumer, retail, hospitality, healthcare, and franchise brands, including Pearle Vision, Victoria's Secret PINK, W Hotels, CoverGirl, Reebok, Warner Bros., and the NHL. He is also the bestselling author of Moving Your Brand Out of the Friend Zone and creator of the "Thinking Human" philosophy, which combines customer insight, culture, analytics, and strategy to help brands build lasting loyalty and drive measurable business results. Scott Baker is Director of Communications at Porsche, where he helps shape the brand's storytelling, partnerships, and audience engagement strategies. Throughout his career, he has driven growth for globally recognized brands including Porsche, Harley-Davidson, IKEA, and Formica Corporation. Scott has led award-winning marketing initiatives spanning Super Bowl campaigns, major film studio collaborations, gaming partnerships, dealer marketing, and digital communications. He played a key role in Porsche's evolution from a niche sports car manufacturer into a broader aspirational lifestyle brand. Passionate about building high-performing teams, Scott specializes in uncovering a brand's core identity and translating it into meaningful business growth and cultural relevance. Matt Kerbel is the former Global Head of Brand Strategy at Turo, where he helped scale the company to more than $1 billion in revenue and earn a place on TIME's World's Best Brands list. Over a 20-year career, he has helped build culturally influential brands including Lyft, Call of Duty, and MeUndies. Today, Matt is the co-host and executive producer of Best Brands on Earth, a podcast created in partnership with The Clios, while also advising founders, writing The Maple newsletter, and shaping conversations around the future of marketing and brand building. Guest Resources: Matt Kerbel on LinkedIn Best Brands on Earth Podcast Scott Baker on LinkedIn Porsche Website Doug Zarkin on LinkedIn Driven Brands Inc Website Rebecca Stewart on LinkedIn ADWEEK Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E68
June 11 · 23 min
Building Cultural Moments That Outlive the Product with Jermaine Dupri
In this episode of Adspeak by ADWEEK, host Jesse Kirshbaum, Chief Executive Officer of Nue Agency, sits down with Jermaine Dupri, Songwriter Hall of Famer, Grammy Award-winning producer, and founder of the So So Def recording label, to explore the intersection of culture, creativity, and marketing. Jermaine shares how he has built iconic cultural moments by creating immersive worlds around artists, brands, and ideas, from the Kriss Kross phenomenon to innovative partnerships. He explains why authentic connections to culture and audience proximity are essential for effective marketing, and how identifying unmet needs can uncover powerful business opportunities. The conversation also examines the role of trusted mentors and gatekeepers in an AI-driven era, emphasizing that technology should support, not replace, intentional, heartfelt creativity. Jermaine argues that unconventional thinking remains the ultimate competitive advantage. What You'll Learn: How to Build a "Vibe" Around Every Product The Source-First Strategy for Brand Partnerships Why "Doing Something New" Requires Hiring Differently How to Identify White Space in Culture and Markets The Peacock Effect in Marketing Why Gatekeeping and Trusted Expertise Are Making a Comeback AI as a Tool, Not a Replacement for Heart About the Guest and Host: Jermaine Dupri is a Grammy Award-winning producer, songwriter, rapper, entrepreneur, and founder of So So Def Recordings. A pioneering force in Atlanta's rise as a music powerhouse, he first gained national attention after discovering and producing Kriss Kross's chart-topping hit “Jump.” Over a career spanning four decades, Dupri has helped shape the sound of hip-hop and R&B through collaborations with artists including Mariah Carey, Usher, Janet Jackson, Bow Wow, Da Brat, and Jagged Edge. Inducted into the Songwriters Hall of Fame in 2018, he is widely recognized for blending creative vision, artist development, and cultural influence to build enduring brands and iconic musical moments. Jesse Kirshbaum is the Founder and CEO of Nue Agency, operating at the intersection of music, entertainment, and brand strategy. With more than 20 years of experience, he has built a reputation as a trusted dealmaker, connecting artists, brands, and platforms to create culturally relevant partnerships and experiences. Jesse specializes in helping organizations navigate an evolving cultural landscape, translating emerging trends into meaningful business opportunities. As both a strategist and operator, he brings ideas to life through activations, events, and partnerships that drive immediate results, foster lasting audience connections, and create long-term value. Guest Resources: Jermaine Dupri on Instagram So So Def Website Jesse Kirshbaum on LinkedIn NUE Agency Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E67
June 9 · 19 min
The Experience Economy of Sports Marketing with Steve Koonin
In this episode of Adspeak by ADWEEK, host Rich Battista, Executive Chairman at ADWEEK, sits down with Steve Koonin, CEO of the Atlanta Hawks and State Farm Arena, to explore how marketing can transform a sports franchise into a cultural institution. Steve shares how the Hawks built one of the NBA’s most engaged fan bases by focusing on experience, community, and audience relevance rather than relying solely on wins and losses. He explains why adding “game experience” as a third business pillar creates loyalty that survives performance fluctuations, how a single piece of content can be repurposed into hundreds of platform-native assets, and why empowering creative teams leads to breakthrough campaigns. The conversation also highlights the power of focus, community investment, and place-based marketing in an increasingly fragmented media landscape. What You'll Learn: How to position game experience as an advantage when on-court performance lags Why audience denial is a business killer The three-pillar blueprint for sports marketing How to activate younger audiences through platform-native creativity Why focus is the marketer's most feared word How to build long-term brand equity through controlled risk-taking The underrated opportunity in place-based marketing How to leverage community impact as a brand platform About the Guest and Host: Steve Koonin is the CEO of the Atlanta Hawks and State Farm Arena, where he oversees the organization's business, financial, and strategic operations. A lifelong Atlantan and accomplished marketing executive, he previously held leadership roles at The Coca-Cola Company and Turner Broadcasting. Since joining the Hawks in 2014, Koonin has transformed the franchise into a leader in fan experience, community impact, and innovation. He is a recipient of the Atlanta Sports Council Lifetime Achievement Award and SportsBusiness Journal's Sports Executive of the Year. Rich Battista is a veteran media, entertainment, and sports executive with a distinguished track record as a CEO, board chairman, and business builder. Over his career, he successfully transformed and led multi-billion-dollar public companies including Time Inc. and Gemstar-TV Guide. During an 18-year tenure at Fox, he helped create and grow several highly valuable cable network businesses across entertainment and sports. Today, Rich serves as a board member, advisor, investor, and consultant while also producing film and television projects. Guest Resources: Steve Koonin on NBA Atlanta Hawks Website Hosted on Acast. See acast.com/privacy for more information.
S1 · E66
June 4 · 17 min
The Strategy Behind USA Today Co.'s Big Identity Shift with Kristin Roberts and Lark-Marie Anton
In this episode of Adspeak, host Mark Stenberg is joined by Lark-Marie Anton, Chief Communications and Brand Officer, and Kristin Roberts, President of Media at USA Today Co., to unpack the company's landmark transition from Gannett to USA Today Co. and what it signals for the future of publishing in the AI era. The conversation explores how unifying more than 200 local media brands under a single trusted identity strengthens audience recognition, advertiser value, and AI attribution. Lark-Marie and Kristin discuss the research behind the rebrand, the company's unique local-to-national reach, and how proprietary tools like Deeper Dive help keep audiences engaged within trusted publisher ecosystems. They also examine AI partnerships, evolving search behavior, and why a strong, recognizable brand may be a publisher's most valuable asset in an increasingly AI-driven media landscape. What You'll Learn: How to leverage brand consolidation as a defensive strategy against AI answer engines Why data-driven brand decisions outweigh aesthetic rebrands The "Local-to-National Platform" positioning for capturing advertiser attention How to embed proprietary AI tools (like Deeper Dive) as brand moats The negotiating leverage principle for AI partnerships Why internal narrative alignment matters as much as external branding About the Guests: Lark-Marie Anton is Chief Communications and Brand Officer at USA TODAY Co., where she leads communications and brand strategy in support of the company’s mission to strengthen local communities. With more than two decades of experience in strategic communications and integrated marketing, she has held senior leadership roles at Hertz, Verizon, Loews Hotels, and Aura, and previously served in New York City Mayor Michael Bloomberg’s administration. A recognized communications leader, she serves on multiple nonprofit and educational boards and was named one of Ragan’s Top Women in Communications. Kristin Roberts is President of USA TODAY Media, bringing more than 20 years of leadership experience across journalism, media, and business transformation. Before joining USA TODAY, she served as Chief Content Officer at McClatchy, where she led 30 newsrooms and helped develop a new business model for local media. She previously held leadership roles at POLITICO and Reuters, overseeing major political, business, and international coverage. Roberts holds degrees from Georgetown, Columbia, and George Washington University and is actively involved in community leadership in Miami. Guest Resources: Kirsten Roberts on LinkedIn Lark-Marie Anton on LinkedIn USA Today Website Hosted on Acast. See acast.com/privacy for more information.

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