CMS Video Hub

An introduction to the world of creator marketing and the evolving role of paid media in building influence, engagement and brand relevance. This opening session sets the stage for exploring how creators, brands and audiences are reshaping the marketing landscape, and why traditional approaches to reaching consumers are being challenged. From the growing power of creator-led content to the opportunities emerging through paid partnerships, the session introduces the ideas and conversations shaping the future of marketing. As the creator economy continues to evolve, one thing is clear: understanding how to connect content, community and commercial impact has never been more important.

A fast-paced look at the cultural shifts set to define the next two years and what they mean for anyone trying to earn attention, influence and relevance. In just 15 minutes, the session moves from the signals emerging now to the bigger changes coming for creators, brands and audiences. Expect sharp provocations, unexpected predictions and a few assumptions about culture that are ready to be challenged. The countdown gets more urgent as it goes, ultimately landing on the one move brands can’t afford to ignore. Culture is moving fast. Consider this your head start.

What does it really take to scale from a handful of creators to more than 1,000 without losing the creativity that makes a brand stand out?

Join Virgin Voyages' CMO and Global Brand leadership for a behind-the-scenes look at how they turned an ambitious idea into an award-winning creator campaign. From challenging conventional marketing playbooks to building the infrastructure needed to execute at scale, they'll unpack the creative bets, operational realities, and lessons learned along the way.

So much of what people post now starts somewhere physical. That means more opportunity for engagement with creators in the real world. From live experiences to physical products, there are more chances for brands to create their own monoculture moment. Hear from the people who've figured out how to give a creator partnership a home offline.

Brands vs. creators in a Family Feud-style showdown. We asked AI to survey 100 creators and brand marketers, and now the two sides go head to head to guess the top answers, from contract red flags to the most overused word in creator marketing. Expect a few internet throwbacks and bragging rights for the winning team.

Reach, impressions and follower counts don't predict whether creator content performs. We found the metrics that do, plus the creative choices that separate content people rate highly from content they ignore. Drawing on hundreds of brand lift studies and thousands of consumers, this talk covers what holds up across brands, industries and creator sizes, what people say they like that turns out not to matter, and the small issues that quietly undercut results.

Gopuff built its brand on entertainment, and creators have been central to it for years. They built Alix Earle a chocolate bar from scratch, turned a TikTok catchphrase into 6 7 Water, and gave David Dobrik's chips and Emma Chamberlain's coffee national distribution. Tyler Stewart, Head of Marketing and Creative Partnerships, explains how creators became a core part of Gopuff's internal culture and market strategy.

There has never been more marketing, and less of it is working. Camille Moore and Phillip Millar, co-hosts of Art of the Brand, break down the decisions holding brands back, what marketers are overlooking, and how to make decisions that move the business forward.

Most marketers know where they want the brand to go. Far fewer know how to build the strategy to get there. Camille brings the branding side: how to build a distinct world around a brand, from its point of view and identity to the culture it creates. Phillip brings the business strategy side: setting the objective, making the right tradeoffs, sequencing decisions, and knowing where to focus when everything feels like a priority.

Ten years ago, a group of friends started saying yes to strangers, to fear and to the ideas that made no sense on paper. Today, Yes Theory is a global community built on one idea: Seek Discomfort.

In this session, Yes Theory co-founder, Ammar Kandil and long-term manager/business partner Zack Honarvar turn to interview each other. Ammar tells the story of how a YouTube channel became a movement. Zack pulls back the curtain on the business behind it: the brand partnerships that funded the impossible, the ones that nearly broke the channel, and what brands consistently get wrong when they work with creators.

Expect honest stories, a few uncomfortable truths, a moment that puts the room on the spot, and a first look at what Yes Theory is building for 2027.

Jack in the Box won't outspend the category, so it competes in different ways. They bet on creators and real moments. Not every bet goes smoothly, and not every good idea survives execution. But hit or miss, it’s kinda chic to learn and sharpen your next campaign. Katelyn Zborowski, CMO at Jack in the Box, walks through what they’ve learned from past partnerships, and shows how she’s applying it to their major Q4 launches.

Consumer tech is not banking, and travel is not spirits, but there's plenty to learn and apply across verticals. Listen to marketing leaders from very different businesses tease out the timeless lessons that survive across categories.