Campaign Chemistry

It’s not every day a 112-year-old brand becomes the must-have accessory of the moment.

But thanks to its commitment to its consumers, Stanley 1913 has gone from rugged and reliable to viral and vibrant. In this episode of Campaign Chemistry, Stanley chief brand officer Kate Ridley discusses the brand's rich history, its evolution over the years and the strategies that have led to its recent resurgence in popularity (including appearances in this summer’s viral Amazon Prime show, The Summer I Turned Pretty). 

Ridley shares insights on how Stanley listens to its consumers and adapts its product offerings accordingly through strong cross-functional collaboration, while also highlighting the brand's commitment to sustainability. She also shares a peek under the hood at the brand’s approach to working with famous brand ambassadors and sports teams, with more to come in 2026. Stanley 1913 is a brand of PMI WW Brands, LLC.

The sound bite

“Hang out a little. Not everything needs to be a deck or a data point.”

The takeaways

1. Legacy alone doesn’t always guarantee relevance. Ridley shares that a core principle at Stanley is that it is a brand with heritage, not a heritage brand.
2. Listening is the new R&D. Similar to the Béis brand, Stanley starts with deep consumer insight — online, in person and through community interaction — so product innovation is always grounded in real behavior.
3. Cross-functional collaboration is what brings the big ideas to life. Ridley shared a BTS look at how the product innovation, engineering, design, merchandising and marketing teams are “a super tight crew.”
4. Let the product prove the promise. Ridley recounts a viral Stanley story from 2023 in which a woman shared on TikTok how her Stanley cup survived a car fire.

Base partnerships on authentic brand affinity, not contracts. Stanley’s collaborations — from Post Malone to Lionel Messi — grow from brand trust that translates into credibility and viral moments.

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This week on Campaign Chemistry, we’re revisiting a conversation that first aired back in February. ‘Creator-preneur’ Jayde I. Powell discusses her unique approach to content creation when working with B2B platforms including Hootsuite and Sprout Social.

Emphasizing the importance of being true to oneself and her belief that “B2B doesn’t have to be B2Boring,” Jayde Powell brings a breath of fresh air to this sector of marketing.

In this episode of Campaign Chemistry, editor Luz Corona sits down with the multi-hyphenate content creator to discuss Powell's unique approach to content creation on B2B platforms such as LinkedIn, Hootsuite and Sprout Social. “Jayde of all trades” elaborates on her strategies for repurposing content, balancing freelance work for brands such as Timberland with her own personal projects, and the payoff that comes with creative freedom these partnerships provide. Powell also discusses the changing landscape of B2B marketing, driven by younger generations who seek more creative and engaging marketing strategies.

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On this episode of Campaign Chemistry, Luz Corona talks with Geno Schellenberger and Jack Westerkamp, co-founders of Breaking and Entering about their journey from college students to entrepreneurs, the scrappy early days of starting up during quarantine and the role of fun in content creation. They open up about hiring for vision and culture over technical and building a team that thrives on positivity, and reflect on how industry recognition has fueled their growth. With an eye on the future, they share what it takes to stand out in advertising and keep the creative spark alive.

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In this episode, which first aired last February, Campaign's Luz Corona and Leslie Blount went "off-site" to visit the Nespresso office in New York City's Herald Square and chat with Jessica Padula, VP of marketing and head of sustainability for Nespresso US. Padula shined a light on how Nespresso integrates purpose into every aspect of its business, from empowering farmers through beekeeping initiatives to driving trust in recycling programs. The group explored the influence of celebrity ambassadors such as George Clooney and now Eva Longoria, the power of experiential marketing as seen in its then-recent Grand Central activation and how luxury is evolving to be more about accessibility than value today.

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Being a creator these days is costly.

In this episode of Campaign Chemistry, Hannah Campbell, founder and managing director of U.K.-based One Twelve Agency, and Campaign reporters Cecilia Garzella and Julia Walker join in to discuss the late payment crisis in the creator economy impacting all key stakeholders. 

Campaign recently published Inside the creator economy’s late payment crisis, an in-depth look at the $250 billion creator economy, exposing flaws in a financial system that touches every corner of the industry. The group discusses the ripple effect of Net 30- 60-, 90-day payment terms when it comes to creators, identifying the ways it impacts their livelihoods, in addition to the toll it takes on the smaller shops representing them. They also take a look at the complexities within the ad agency payment system that lead to the late payment systems and possible solutions for the future.

The sound bite

"What can we do to solve this?"

The takeaways

1. The creator pay system typically involves long payment terms, affecting creators' cash flow.
2. Delayed payments can lead to significant financial strain on creators and agencies. Creators have reported the long payment terms impact their livelihoods, from providing for families to paying for bills, etc.
3. The creator economy is a “Wild West,” as the lack of legislation and regulation allows brands to exploit creators' vulnerabilities. The U.K. has implemented legislation and in the U.S., SAG-AFTRA introduced an influencer agreement in its contracts in 2021.
4. Many creators lack the financial literacy to negotiate fair payment terms.
5. There is a growing awareness and willingness to discuss payment issues in the industry, as opposed to merely a year ago when it was difficult to get stakeholders to go on record for fear of retribution on brand deals.
6. Smaller agencies struggle more with delayed payments compared to larger firms.
7. The conversation around creator pay is evolving, with more voices advocating for change and services popping up to aid in the payment crisis.
8. Proposed solutions include upfront payments, escrow accounts for creators and regular audits of agency fees.

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The Grinner. Medusa. The Sheriff.

No, these aren’t winners of a Halloween costume contest — they’re archetypes in Mita Mallick’s latest book, The Devil Emails at Midnight: What Good Leaders Can Learn from Bad Bosses.

The Wall Street Journal and USA Today bestseller author Mita Mallick joins the newest episode of Campaign Chemistry to discuss what all of us can learn from bad bosses. She emphasizes that communication isn't just about emails and meetings; it’s about fostering a culture in which people truly feel seen. In today’s climate of layoffs, dwindling retention and rising attrition, we tackle issues such as accountability, the risks of toxic positivity and the reason empathy may be advertising’s most underrated leadership skill.

From managing up and journaling for self-reflection, to acknowledging grief and personal challenges at work, Mallick’s new book offers a road map for leaders seeking to improve — and for employees navigating difficult dynamics.

The sound bite

"It's not easy being a boss.”

The takeaways

1. It is critical to treat employees as valued consumers.
2. Bad bosses are made, not born.
3. Effective communication is crucial for good leadership and team dynamics.
4. Leaders should regularly check in with their teams to foster a supportive environment.
5. Journaling can help leaders reflect on their behaviors and improve over time.
6. Asking for coaching and feedback from team members can enhance leadership effectiveness.
7. Managing up is essential for employees to navigate difficult boss relationships.
8. Empathy for bosses can grow from understanding their challenges and pressures.
9. Toxic positivity can undermine team morale and lead to burnout.
10. Leaders should acknowledge personal struggles and the impact these struggles can have on work relationships.

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It’s “the most wonderful time of the year.”

In this episode of Campaign Chemistry, Campaign staffers Luz Corona and Leslie Blount explore the evolution of the US Open into a cultural and marketing phenomenon, highlighting how the event’s fan engagement, brand partnerships and on-site activations have turned it into a playground of creative marketing. This year, the tennis tournament celebrates the 75th anniversary of Althea Gibson, the first Black tennis player to compete at the US Open in 1950 (then called the U.S. National Championship), as her silhouette is the focal point of this year’s “breaking barriers” theme. Alongside the momentous occasion, the US Open continues to deliver the ultimate experience for tennis fans everywhere, seen in the increasing presence of brands including Lavazza, American Express and La Roche-Posay.

The team also identifies trends in major sporting tentpole events (e.g., the power of "FOMO") and the benefit of making these events accessible; this year’s US Open Fan Week shattered records and welcomed nearly 240,000 fans (for free) to the USTA Billie Jean King National Tennis Center before the tournament even began.

They also spotlight individual brand strategies and the impact of experiential marketing, partnerships with athletes and activations both inside and outside the stadium. 

The sound bite

"It's all about FOMO and exclusivity."

The takeaways

1. The US Open is a cultural phenomenon, as seen in its 2024 record-breaking attendance that saw over 1 million attendees.
2. Tennis has become more mainstream, especially in fashion. FP Movement, a subsidiary of Free People, tapped into the trend years ago, quietly building a presence in the athleisure world.
3. Financial brands such as Amex and JPMorganChase are consistently making sure they enhance experiences for their cardholders, as seen in their major footprints at the US Open and other sporting events.
4. The atmosphere at the US Open is electric and family-friendly, furthering the potential of brand connection with younger generations.
5. Brands are focusing on exclusivity and personalization through the power of tech, as seen in The American Express Fan Experience that offers personalized Wilson tennis balls and customized Polo Ralph Lauren merch.
6. The evolution of tennis reflects broader industry trends including the power of fandom, cultural relevance, tech-enabled engagement and true authenticity.

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From navigating the early buzz around blockchain to reshaping the image of one of the world’s largest crypto exchanges, Haider Rafique has seen firsthand how consumer sentiment can make or break an industry. 

As the CMO at OKX, he led a bold rebrand, one that consisted of unique partnerships with brands including UFC, Manchester City and Tribeca Festival to change the way people see crypto. The film Mild Mild West plays on the Western genre and sees gunslingers looking for gold and threatening people. The short featuring Hollywood legend Chazz Palminteri aims to promote people’s “right to self-custody” of their cryptocurrency.

Rafique also demystifies crypto misconceptions and highlights why instinct can matter just as much as data when building trust with today’s consumer.

The Takeaways

1. Rafique’s rebrand of OKEx to OKX was a strategic move to align with the evolving crypto landscape.
2. Instincts can guide marketing strategies alongside data analysis, especially when identifying partnership opportunities that can serve as accelerators for brand awareness and community engagement.
3. Creative storytelling through film can effectively communicate brand values and industry narratives versus creating a branded film that can often get diluted by agency nuances.
4. Consumer sentiment around crypto is often shaped by misconceptions and media portrayals. Education is key to demystifying crypto for the general public.
5. Rising stars in the crypto industry are those leveraging innovative applications of blockchain technology.
6. Diversification in investment portfolios should include exposure to crypto assets.

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New tech, new client demands and new ways of defining what great work looks like are rapidly transforming the ad industry, but for Justin Thomas-Copeland, these are not challenges to fear. 

The new CEO of the 4As joined the latest episode of Campaign Chemistry to discuss his first 100 days in office, from his transition into leadership to his vision for the future of the advertising organization that services ad agencies. He discusses the need for agility in serving members, with a focus on developing next-gen talent, driving human ingenuity, enhancing community engagement and lastly, leveraging technology to better deliver 4As offerings.

Thomas-Copeland also shares his take on the future of awards in the industry, the impact of entertainment and influencers on the ad industry and what brands he thinks are driving the future of marketing.

The Takeaways

1. Grace is essential when transitioning into new positions, especially in leadership roles.
2. Talent development, incorporating technology and community engagement are amongst the key focuses for the 4As moving forward.
3. Copeland aims to foster a culture of human ingenuity within the industry. Agencies need safe spaces to learn and grow, especially in the age of AI.
4. Talent management is a key concern for agencies.
5. Brand building must adapt to new consumer behaviors. There used to only be ad agencies to execute brand messaging; today, there are a variety of services and specialized agencies to choose from.
6. Technology is reshaping the competitive landscape.
7. Awards need to evolve with industry standards and the incoming wave of new creatives who care less about awards and more about brand purpose and effectiveness.
8. The entertainment industry and the creator economy are changing marketing dynamics.

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On this episode of Campaign Chemistry, Luz Corona speaks with Jonathan Adashek, the SVP of marketing and communications at IBM. They explore how IBM’s 113 year-old legacy fuels innovation, why story “showing” is central to brand identity and how career growth often emerges from uncomfortable moments. From the launch of the “Let’s Create” campaign to weaving AI into the marketing strategy, Adashek discusses leadership lessons, team dynamics and the future of B2B marketing with humility and clarity.

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