In this episode of Launchpad of Innovation, DPAA President & CEO Barry Frey sits down with Benoit Vatere, Chief Media Officer of Liquid Death, for a conversation packed with humor, hustle, and hard-earned media wisdom.

Benoit breaks down Liquid Death's evolution from a plastic-free water brand into a full beverage platform spanning flavored sparkling water, iced tea, and energy drinks – and how the brand's irreverent, unexpected marketing (including a viral Pop-Tarts tea commercial and a genre-bending collab with e.l.f. Beauty) has helped it grow well beyond its Gen Z and millennial roots.

The two dig into full-funnel strategy, the difference between category conquest and category growth, and why Digital Out-of-Home is Liquid Death's next big test — from gas station screens to airports to in-store retail media.

This Podcast is sponsored by AiOO, the retail media platform built for real-time audience activation and closed-loop attribution in physical retail.

On this episode of Launchpad of Innovation, host Barry Frey talks with Whitney Magnuson, Head of Brand & Media at Zoom Communications, about Zoom's evolution from meetings platform to AI-powered system of action for modern work. They unpack Zoom's bold OOH and experiential campaigns - from SXSW and "Take Back Lunch" to UGC-driven Times Square creative - and how measurement, mobile data, and video are redefining out-of-home's role across the funnel. Sponsored by AiOO, a Dubai-based AI platform for real-time audience targeting.

Barry Frey, CEO of DPAA Global, introduces a new podcast focused on technology's impact on omnichannel advertising, particularly digital out-of-home (DOOH) advertising. The podcast is sponsored by AiOO, a Dubai-based AI platform for real-time audience targeting. Domenic Venuto from Horizon Media discusses the evolution of AI and technology in advertising, emphasizing the importance of AI in driving growth and solving business challenges. He highlights Horizon Media's Blue Platform and Horizon OS as key tools for client engagement. Hammad Benjelloun from AiOO outlines trends in DOOH and retail media, including digitization, automation, audience planning, dynamic creative optimization, and the growing importance of retail media.