Adspeak

The WNBA’s rapid rise from an overlooked league to a cultural and commercial powerhouse reflects more than just the growing popularity of women’s basketball. It signals a shift in how athletes build their brands, shape their narratives, and fight for the compensation and working conditions they deserve. Sustaining that momentum requires authentic storytelling, responsible media coverage, and a business model that allows players to share in the league’s success.

In this episode of Adspeak by ADWEEK, Mariah Rose, sports content creator, is joined by Lexie Brown, WNBA guard for the Seattle Storm, and together they explore the forces reshaping women’s basketball and the business of women’s sports. They discuss how social media and athlete-led content are transforming fan engagement, why collective bargaining negotiations are critical to fair compensation, and how offseason leagues are creating new opportunities for players.

They also examine the importance of health benefits, retirement security, and expanded roster spots, alongside the commercial potential of emerging markets. Throughout, they explain why authentic athlete storytelling and a growing fan base can help build a more sustainable future for women’s sports.

What You Will Learn:

• How athlete-led storytelling is transforming women’s sports marketing
• Why WNBA players want compensation tied to league revenue growth
• How social media gives athletes greater control over their personal brands
• Why rising stars can expand opportunities for the entire league
• How offseason leagues support player development and financial stability
• Why health benefits, pensions, and roster expansion matter to players
• How untapped markets offer new growth opportunities for women’s basketball

About the Guests:

Lexie Brown is a professional basketball player for the Seattle Storm in the WNBA. In her eighth season, she brings firsthand experience to conversations about athlete branding, media representation, and the business of women’s sports. Through authentic social media content, vlogs, and her podcast Full Circle, Brown has helped connect fans with women’s basketball. She is also an advocate for fair compensation, improved player benefits, and better working conditions.

Mariah Rose is a sports content creator and media personality specializing in women’s sports, particularly the WNBA. Through social media and her podcast Full Circle, she helps audiences understand the players, storylines, and business dynamics shaping women’s basketball. Rose is an advocate for authentic storytelling, stronger media representation, and greater visibility for female athletes. Her work explores how personal branding, fan engagement, and sponsorship opportunities are transforming the commercial landscape of women’s sports.

Host and Guest Resources:

• Lexie Brown on LinkedIn
• Mariah Rose on LinkedIn
• ADWEEK Website

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What does it take to reinvent a legacy brand without losing what made it iconic?

In this episode of Adspeak by ADWEEK, host Brittaney Keifer brings together four creative and marketing leaders to explore how established brands can move beyond outdated perceptions and build renewed cultural relevance. Amanda Earley, Jaime Robinson, Christy Hoskins, and Jessica Henrichs share lessons from rebranding La-Z-Boy and Brawny, including the importance of understanding a brand’s history, leaning into authentic strengths, and ensuring product innovation can support the promises made by a new identity.

The conversation examines how creative partnerships can unlock stronger ideas, why consumer and stakeholder involvement can help prevent backlash, and how social platforms provide a valuable space to test new directions before making bigger commitments. From evolving familiar brand characters to creating culturally relevant activations, the panel reveals how brands can make change feel natural rather than disruptive. For marketers navigating the challenges of refreshing a household name, this episode offers practical insights into balancing heritage, innovation, consumer trust, and creative risk.

What You Will Learn:

• How to reposition a brand stuck in nostalgia by mining your own history
• Why product innovation must precede any brand refresh
• The "lean into your strengths" principle: La-Z-Boy's breakthrough
• How to pressure-test beloved brand icons
• Why earned, culturally-tapped activations should precede a full rebrand
• How to future-proof against backlash by involving consumers
• Why social media is the lowest-risk place to test how a legacy mascot or character should evolve before committing to broader campaigns

About the Guests:

Amanda Earley is a brand and business leader who specializes in building brands, teams, and growth strategies through a combination of consumer insight, data-driven decision-making, and creative thinking. As Brand Director at Brawny, she has led product innovation, commercialization, marketing campaigns, and business revitalization. Known for bringing people together around bold ideas, Amanda combines strategic vision with hands-on cross-functional leadership.

Jaime Robinson is an Emmy-winning entrepreneur and creative leader whose work has earned nearly 40 Cannes Lions, including multiple Grand Prix and Golds. She is a Co-Founder and former CCO of JOAN Creative, where the agency was recognized as one of Fast Company’s Most Innovative Companies and earned Agency of the Year honors from Adweek and Campaign. A former ECD at Wieden+Kennedy New York and Pereira O’Dell, Jaime has also served on The One Club Board and as a Cannes and D&AD jury president.

Christy Hoskins is a transformational marketing leader, growth driver, and culture builder with more than 20 years of experience across market-leading CPG, consumer durables, and retail companies. Her expertise spans brand building, consumer-driven strategy, business planning, portfolio strategy, customer experience, innovation, P&L management, and advertising. Christy is passionate about leading with vision, building future-focused organizations, and developing strong, engaged teams grounded in purpose, continuous learning, and compassion.

Jessica Henrichs is CEO of DonerColle Partners, where she leads and helps brands navigate transformation, drive purposeful change, and accelerate growth. Since joining Colle McVoy in 2021, she has reshaped the agency’s model, invested in emerging capabilities, and built high-performing teams, earning recognition including the 2024 Adweek 50 and 2026 Campaign US Inspiring Women. Previously, Jessica spent more than a decade at Digitas, developing award-winning, data-powered creative strategies that earned over 100 honors, including a Cannes Lions Grand Prix for Data.

Host and Guest Resources:

• Amanda Earley on LinkedIn
• Jaime Robinson on LinkedIn
• Christy Hoskins on LinkedIn
• Jessica Henrichs on LinkedIn
• ADWEEK Website

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Legacy retail brands have something that newer brands can only dream of: decades of recognition, emotional connection, and cultural history. But turning that heritage into modern relevance requires more than nostalgia. It takes clear positioning, product reinvention, bold creative decisions, and a strong partnership between marketing and leadership.

In this episode of Adspeak by ADWEEK, Marisa Thalberg, Executive Vice President and Chief Customer and Marketing Officer at Catalyst Brands, sits down with Ken Ohashi, Brand CEO of Brooks Brothers and Eddie Bauer to explore the strategies behind transforming iconic retail brands. They discuss how to reposition struggling businesses, uncover new opportunities by listening to real customer behavior, and balance heritage with the need to evolve. Ken and Marisa also explore Eddie Bauer's shift from technical outdoor gear to a lifestyle brand, the role of cultural influencers, and why small, trusted teams can make better creative decisions. Throughout, they share lessons on building authentic brands that turn skeptical customers into loyal ones.

What You Will Learn:

• How to turn around a bankrupt heritage brand
• Why creative decisions should avoid "committee thinking"
• The "off the mountain" repositioning framework Eddie Bauer used
• How to find hidden brand momentum by mining real customer behavior
• Why talking "up to" middle-America consumers builds trust and authenticity
• How strategic star power can be used as a cultural amplifier
• The importance of building CEO-CMO trust early

About the Guests:

Marisa Thalberg is a globally recognized business strategist and brand-building innovator, known for inspiring teams to take brands to new heights of consumer resonance, cultural relevance, and business performance. A pioneer of digital, social, and eCommerce marketing, she has orchestrated blockbuster product launches, unexpected cultural moments, and moved with uncommon ease between industries like beauty and QSR, retail and CPG, brand and performance marketing, mass and prestige.

Ken Ohashi is Brand CEO of Brooks Brothers and Eddie Bauer, with more than 25 years of experience across fashion, consumer products, retail, and business development. He led Brooks Brothers through its acquisition and transformed the iconic brand to profitability in less than two years. Previously, Ohashi served as President of International and Global Retail at Authentic Brands Group, overseeing brand management, business development, and marketing across its international portfolio. He also held senior leadership roles at Aéropostale.

Host and Guest Resources:

• Ken Ohashi on LinkedIn
• Brooks Brothers Website
• Marisa Thalberg on LinkedIn
• Catalyst Brands Website
• ADWEEK Website

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Halloween is no longer just a seasonal celebration. For brands, it can become a powerful cultural platform for building relevance, generating engagement, and creating long-term brand assets.

In this episode of Adspeak by ADWEEK, Rebecca Stewart sits down with Ibrahim Khan, Global Vice President of Marketing at Fanta, to explore how Fanta turned Halloween into a global brand moment and generated more than 7 billion impressions through fan-generated content without paid media spend.

The conversation explores how Fanta identified an opportunity to build ownership around Halloween, harnessed TikTok and community creativity, and partnered with Universal Pictures and Blumhouse to create collectible horror-themed cans. Ibrahim also explains how product design can become a storytelling platform, how to balance brand authenticity with licensed IP, and why giving audiences creative freedom can drive deeper engagement. He shares the long-term thinking behind turning a successful seasonal campaign into a recurring global franchise that builds anticipation and cultural relevance year after year.

What You'll Learn:

• How to identify a "white space" holiday moment competitors have left unclaimed and build ownership around it
• Why letting fans create content can generate more impressions than any paid campaign
• The "constructive tension" principle for balancing a licensor's IP integrity with your own brand's authenticity
• How to select characters or creative assets that flex across generations and 50+ global markets without losing relevance
• Why product design itself (not just advertising) can become the most scalable storytelling platform a brand has
• The long-game playbook for turning a single viral moment into a recurring, expectation-building annual tradition

About the Guest:

Ibrahim Khan leads global strategy and marketing for Fanta, bringing more than a decade of experience at Coca-Cola across diverse markets. Previously, he served as Senior Marketing Director for Sparkling Flavors in Greater China & Mongolia, overseeing Fanta, Sprite, and Schweppes. His career also includes leading marketing for Sprite in its largest global market, managing sparkling portfolios across ASEAN, and driving brand strategy for Coca-Cola and Fanta across Thailand, Pakistan, and Afghanistan. Ibrahim specializes in global brand management, digital transformation, and creating consumer experiences that resonate across cultures.

Host and Guest Resources:

• Ibrahim Khan on LinkedIn
• Fanta Website
• ADWEEK Website

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Mental health campaigns can do more than raise awareness. Done well, they can change behavior, challenge stigma, and help people take meaningful action.

In this episode of Adspeak by ADWEEK, host Audrey Kemp speaks with three communication leaders: Heidi Arthur, Chief Campaign and Program Officer at the Ad Council; Sherrie Mazur, Managing Director of Communications at the Arthur M. Blank Family Foundation; and WNBA star Jordin Canada. They explore how the national “Love Your Mind” campaign was localized for Georgia through culturally relevant storytelling, trusted community voices, and authentic athlete advocacy.

The conversation examines why vulnerability can make athletes powerful messengers, how a “Brand Platform” approach keeps partnerships consistent, and how strategic media placements can reach audiences when they are most receptive. The guests also share why campaign success should be measured through behavior and resource-seeking, not vanity metrics. With awareness reaching 50% and resource-seeking increasing 49% in under five months, the episode offers a practical look at turning mental health messaging into action.

What You'll Learn:

• How to localize a national campaign
• Why leveraging athletes' influence, not just celebrity status, builds authentic credibility
• The "Brand Platform" approach: treating a cause campaign like a product brand
• How to choose high-traffic, high-dwell placements (like airports) to reach broad, diverse audiences
• Why impact should be measured through actual behavior shifts and resource-seeking
• How brands can avoid tokenism on mental health by partnering with clinical experts

About the Guests:

Heidi Arthur is Chief Campaign and Program Officer at the Ad Council, where she oversees national initiatives like Love Your Mind and transforms empathy into measurable action. With expertise in using communications to address critical social issues, she leads the Ad Council's mission to leverage donated media and cultural influence, particularly through sports and trusted athlete voices, to drive behavioral change.

Sherrie Mazur is Managing Director of Communications at the Arthur M. Blank Family Foundation, responsible for bringing national mental health initiatives to local communities with cultural relevance and measurable impact. Her work bridges philanthropy and grassroots activation by uniting diverse sports organizations and leveraging trusted local voices to destigmatize mental health conversations.

Jordin Canada is a guard for the Atlanta Dream (WNBA) and a vocal advocate for mental health destigmatization both on and off the court. As a featured voice in the Love Your Mind campaign, she shares her personal experience navigating pressure, vulnerability, and the importance of seeking support as a professional athlete.

Host and Guest Resources:

• Heidi Arthur on LinkedIn
• Ad Council Website
• Sherrie Mazur on LinkedIn
• AMBFF Website
• Jordin Canada on Instagram
• ADWEEK Website

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Marketing is no longer just about winning clicks. As AI Overviews, rising ad costs, and changing search behavior reshape customer acquisition, brands need to rethink how they build visibility and engage audiences.

In this episode of Adspeak by ADWEEK, Kyle Denhoff, Senior Director of Marketing at HubSpot, explores how HubSpot is adapting to an AI-first marketing landscape through its four-phase “Loop Marketing” framework: Express, Tailor, Amplify, and Evolve.

The conversation explores how HubSpot uses AI to accelerate brand strategy, personalize outreach at scale, and transform a single expert interview into content across LinkedIn, YouTube, blogs, and newsletters. Kyle also explains why marketers need to optimize not only for traditional search, but for visibility within AI platforms such as ChatGPT, Claude, and Perplexity. He shares how traffic from LLMs can convert at significantly higher rates than traditional search and offers practical approaches to auditing AI visibility, benchmarking competitors, and creating content that earns citations.

What You'll Learn:

• Why traditional SEO and paid social are losing effectiveness
• The "Loop Marketing" framework: Express, Tailor, Amplify, Evolve
• How to use AI to compress brand strategy development from months to weeks
• How to build a one-to-one email engine that personalizes outreach
• The content remixing method: turning a single expert interview into optimized formats
• Why traffic from LLMs like ChatGPT converts three times higher than traditional search traffic
• How to audit your brand's AI visibility and benchmark it against competitors

About the Guest:

Kyle Denhoff is the Senior Director of Marketing at HubSpot and a growth marketer and media operator with 15 years of experience spanning healthcare and SaaS. For the past four years, he's led the buildout of HubSpot Media and its Creator program, scaling properties like The Hustle, My First Million, and Marketing Against the Grain into a network that drives 20-25% of HubSpot's marketing lead demand. His focus: leveraging new media to build brand awareness and convert audiences into qualified pipeline.

Host and Guest Resources:

• Kyle Denhoff on LinkedIn
• HubSpot Website
• ADWEEK Website

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Creator marketing is no longer just about generating awareness or social engagement. It is becoming a measurable growth engine that can influence consumers throughout the entire marketing funnel.

In this episode of Adspeak by ADWEEK, host Zoë Ruderman sits down with four business leaders from Microsoft, Pearpop, and AntiSocial: Marie-Laure De Veyt, Beth Everhart, Christopher Franco, and Cole Mason to explore how brands can turn creator partnerships into measurable business results.

The conversation examines how Microsoft scaled a campaign to 42 creators and 69 assets in just six weeks while maintaining authenticity, creative quality, and performance. The guests discuss why creator content should be treated as a core paid media asset, how brands can measure impact through search lift, foot traffic, and brand lift studies, and why long-term creator relationships can build deeper trust and product knowledge.

They also explore how creator-led market research can replace rigid creative briefs, how brands can balance authenticity with brand safety, and why extending creator content into retail media and CTV represents a significant untapped opportunity.

What You'll Learn:

• How to run a six-week, 42-creator campaign at scale without sacrificing authenticity or creative quality
• Why creator content should be treated as a core paid media asset
• The "Familiar Faces" framework for building long-term creator relationships
• How to measure creator campaign impact beyond impressions
• Why ditching the traditional creative brief in favor of creator-led market research can uncover insights brands would otherwise miss
• How to identify brand safety and creative fit without stifling a creator's authentic voice
• Why underutilizing existing creator content across retail media networks and CTV is one of the biggest missed opportunities for brands today
• How to look beyond the "typical" creator demographic (like Gen Z)

About the Guests:

Marie-Laure De Veyt is a strategic and creative senior marketing leader with deep expertise in social and creator marketing across global consumer brands. She has led high-impact campaigns for Surface, Windows, and Microsoft 365, including Microsoft’s first creator-led Retail Media Network content. Passionate about influence, commerce, and culture, she builds authentic partnerships that drive engagement, brand love, and measurable business results.

Beth Everhart is the Managing Director at AntiSocial and a collaborative marketing leader with nearly 15 years of experience developing integrated campaigns and strategies for B2B and B2C clients across national and global markets. Known for building strong relationships and leading cross-functional teams, she thrives in fast-paced environments, bringing together people, ideas, and expertise to deliver exceptional results.

Christopher Franco is currently an SVP, Data and Activation at Pearpop. Christopher Franco brings experience from previous roles at Hearts & Science, Merkle, Maxus Global, and Mindshare. Christopher Franco holds a degree in Political Science and International Relations from the University of La Verne. With a robust skill set that includes Ad Serving, Marketing Science, Clarinet performance, Technology Evaluation, Graphic Design, and more.

Cole Mason is the Founder and CEO of Pearpop, a creator marketing platform specializing in pairing authentic creator content with strategic paid media distribution. With expertise in scaling creator partnerships at enterprise level, Cole has pioneered approaches that treat creators as independent production partners rather than vendors.

Host and Guest Resources:

• Marie-Laure De Veyt on LinkedIn
• Microsoft Website
• Beth Everhart on LinkedIn
• AntiSocial Website
• Christopher Franco on LinkedIn
• Cole Mason on LinkedIn
• ADWEEK Website

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What does it take to evolve a 100-year-old brand while navigating hypergrowth, global expansion, and changing consumer expectations? 

In this episode of Adspeak by ADWEEK, Kate Ridley, Chief Brand Officer at Stanley 1913, and Graham Nearn, Chief Product and Sustainability Officer, explore how a strong executive partnership can become a strategic advantage. Drawing on their experience leading Stanley through transformational growth, Kate and Graham discuss the importance of candid communication, secure vulnerability, and continuous alignment when making high-stakes decisions. 

They share lessons from major collaborations, including LoveShackFancy and Jennie Kim, and explain how data and emotional conviction can work together to determine which growth opportunities are worth pursuing.

The conversation also explores how leaders can identify capability gaps, turn employee feedback into meaningful investment, and evolve a heritage brand without losing its core identity. From psychographic segmentation to culturally relevant international partnerships, Kate and Graham offer practical insights into building trust, sustaining momentum, and creating lasting value for consumers and employees.

What You'll Learn:

• How to leverage "secure vulnerability" as a leadership superpower
• Why pre-alignment and continuous dialogue prevent costly launch failures 
• The critical difference between "should" and "could" in growth decisions 
• How to diagnose and articulate complex capability gaps to stakeholders 
• The evolution framework for stewarding 100-year legacy brands 
• How to identify and activate international growth through culturally relevant partnerships

About the Guests:

Kate Ridley is an accomplished brand leader with more than 25 years of experience across product creation, merchandising, and marketing in sport, lifestyle, and fashion. She specialises in developing brand strategies that drive sustainable growth and profitability, while leading major launches and transformation programmes. Kate brings together purpose, culture, creativity, and collaboration to build brands that create lasting impact. 

Graham Nearn is a global product and brand leader with more than 20 years of experience across sport, lifestyle, food, beverage, and performance. At Stanley 1913, he leads global brand, product creation, and design, driving innovation and the “Built for Tomorrow” vision. A former professional athlete and certified coach, Graham is passionate about building high-performing teams, empowering diverse talent, and creating purpose-driven brands.

Host and Guest Resources:

• Kate Ridley on LinkedIn
• Graham Nearn on LinkedIn
• Stanley 1913 Website
• ADWEEK Website 

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Atlanta is rapidly emerging as one of America’s most influential entertainment and creative hubs. The city is creating new opportunities for brands willing to rethink how they approach storytelling and partnerships. 

On Adspeak by ADWEEK, host Bashel Lewis moderates a BrandWeek panel with three Media and Creative Leaders: Blondel Aidoo, Co-Founder at Rabbit Hole Technologies; Eddy Moretti, Executive Producer at Laugh Cry Wow; and Asante Bradford, Senior Industry Engagement Manager at the Georgia Department of Economic Development.

Together, they explore how Atlanta is evolving from a production destination into a sustainable creative powerhouse with a thriving talent ecosystem, production infrastructure, and attractive incentives. The conversation examines how brands can build authentic partnerships with creators, production companies, sports franchises, and music properties while moving beyond traditional studio models. 

They also discuss the growing importance of emerging talent, HBCUs and local creative pipelines, and the democratization of storytelling. For brands looking to invest in culture, entertainment, and next-generation content, Atlanta offers an increasingly compelling opportunity to build meaningful partnerships and connect with audiences in new ways. 

What You'll Learn:

• Why Atlanta Offers a Competitive Edge Over Traditional Production Hubs
• Building Relationships with Atlanta-Based Creators and Production Companies
• Why The Brand Partnership Model is Replacing Traditional Studio Financing
• How to Tap into HBCUs and Local Talent Pipelines for Long-Term Brand Building
• The Democratization of Content Creation Means Story Quality Matters More 
• Why Sports, Music, and True Crime Content Create Immediate Brand Partnership Opportunities

About the Guests:

Blondel Aidoo is Co-Founder of Rabbit Hole Technologies, a next-generation animation studio blending art, AI, and innovation to transform storytelling. A 35+ years of experience as a visual effects producer, his credits include Minority Report, X-Men, Spider-Man, Night at the Museum, and Red Notice, films that have collectively grossed more than $8 billion worldwide. Blondel is building an AI-driven production ecosystem that helps filmmakers and brands create, iterate, and bring ambitious stories to life faster.

Award-winning producer and creative director Eddy Moretti is the Executive Producer at Laugh Cry Wow and has developed and produced more than 200 films and television series, alongside thousands of hours of cable and digital content. Previously Chief Creative Officer at VICE Media for two decades, he led content across its flagship properties and branded partnerships. Moretti also launched Viceland, an award-winning global cable channel, and his work has earned multiple Emmys, Peabody Awards, Cannes Lions, and other honors.

Asante Bradford is the Senior Industry Engagement Manager at the Georgia Department of Economic Development, where he helps strengthen Georgia’s position as a leader in creative technology and innovation. With experience spanning entertainment, education, and government, he builds strategic partnerships and drives initiatives across gaming, film, and interactive media. Asante has helped attract high-impact projects to the state and serves as a trusted resource on Georgia’s entertainment incentives and the growth of its creative economy.

Host and Guest Resources:

• Blondel Aidoo on LinkedIn
• Rabbit Hole Technology Studios Website
• Eddy Moretti on LinkedIn
• Laugh Cry Wow on LinkedIn
• Asante Bradford on LinkedIn
• Georgia Department of Economic Development Website 
• Bashel Lewis on LinkedIn
• ADWEEK Website 

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What if your media strategy could break through the noise by meeting consumers in culture, not just pushing messages at them?

In this episode of Adspeak by ADWEEK, host Alison Weissbrot brings together two global marketing leaders, Michael Law, CEO of Carat North America, and Shivram Vaideeswaran, SVP Marketing at Papa John's, to explore how brands can break through an increasingly fragmented media landscape. Recorded live at BrandWeek, the conversation examines how marketers can combine paid media, creators and influencers, aggregator platforms, and organic social to stay relevant wherever consumers are engaging. 

Michael and Shivram unpack what it takes to respond to cultural moments in real time without sacrificing authenticity, from moving within 24 hours to giving teams clear strategic principles that enable faster decisions. They also discuss the evolving relationship between brand building and performance marketing, why brand resonance remains critical in an algorithm-driven world, and how closer collaboration between creative and media teams can produce more relevant experiences. The episode offers a practical playbook for marketers navigating cultural speed, fragmented audiences, and constant change. 

What You'll Learn:

• How to segment your media strategy across four distinct channels
• Why moving from a linear consumer journey to a "bowl of spaghetti" media plan requires building nimble teams 
• The framework for executing real-time cultural moments 
• How to balance brand-building work with performance marketing 
• The integration model for bringing creative and media teams closer together
• How to prioritize measurement signals by establishing a single north star metric

About the Guests:

Mike Law is CEO of Carat North America, specializing in media planning, audience strategy, and integrated campaign development for major brands. With deep expertise in translating complex consumer journeys into actionable media strategies, Mike leads cross-functional teams in building nimble, data-informed campaigns that balance brand building with performance marketing.

Shivram Vaideeswaran is a Global marketing executive with a track record of driving explosive growth for iconic brands like Uber, Yahoo, Taco Bell, and Papa John's. He is currently the EVP of Marketing at Papa John's. Shiv is an expert at orchestrating high-stakes product launches and multi-channel marketing strategies that blend cultural relevance and technical innovation, from Super Bowl Campaigns to AI-driven commerce. A people-first leader recognized for building high-performing in-house studios and navigating global, digital transformations that deliver measurable ROI. 

Host and Guest Resources:

• Michael Law on LinkedIn
• Carat North America Website
• Shivram Vaideeswaran on LinkedIn
• Papa John’s Website 
• Alison Weissbrot on LinkedIn
• ADWEEK Website 

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