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.

Speaker:‍

Quentin Humphrey
Director, Creative Intelligence, WGSN

10:55 AM - 11:15 AM

How do you go from a few creators to over a thousand, fast? Many brands aren't ready for that scale, and often it's because they lack the infrastructure to manage everything a program at that size demands. In this fireside chat, listen to marketing leaders at Virgin Voyages walk through the creative thinking and the systems that built the award-winning campaign.

Moderator:

Max Houde-Shulman
Client Partner, #paid

Speakers:

Elayane Merriwether
Head of Global Brand & Social, Virgin Voyages

Nathan Rosenberg
Chief Brand & Marketing Officer, Virgin Voyages

11:15 AM - 11:35 AM

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.

Moderator:

Kerry-Anne Hamilton
Director, Growth & Events, #paid

Speakers:

Tala Awwad
Global Creator Partnerships, Replit

Matthew Low
Creative Director, Fanatics Events

Yi Liu
Head of Creator & Partner Monetization, TikTok

11:35 AM - 11:55 AM

Creators have made YouTube the epicenter of culture, where audiences experience the biggest moments and conversations. In this keynote, Vivian Tu — better known as YourRichBFF — and Jaipaul Rekhi, Managing Director of Commercial and Segment Activation GTM at YouTube, will explore why the platform is now the biggest opportunity in creator marketing and how brands can build partnerships to maximize impact.

Moderator:

Jodie Kennedy
Chief Commercial Officer #paid

Speakers:

Jaipaul Rekhi Tala Awwad
Managing Director - GTM, YouTube

Vivian Tu
CEO & Founder at Ask Dolly By Your Rich BFF @your.richbff

11:55 AM - 12:15 PM

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.

Speakers:

Bashel Lewis
@king_bashel

1:35 PM - 2:05 PM

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.

Speakers:

Alex Robb
Director, Measurement & Insights, #paid

2:05 PM - 2:20 PM

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.

Moderator:

Mark Sternberg
Senior Media Reporter, Adweek

Speakers:

Tyler Stewart
Head of Marketing and Creative Partnerships, Gopuff

2:20 PM - 2:40 PM

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.

Moderator:

Joanne Bradford
President & Strategic Advisor, UNWELL

Speakers:

Camille Moore
Founder, Third Eye Insights

Phillip Millar
CEO, Third Eye Insights

2:40 PM - 3:05 PM

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.

Moderator:

Zack Honarvar
Founder & CEO, The Good Internet

Speakers:

Ammar Kandil
Co-founder, Yes Theory

3:35PM - 3:55 PM

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.

Speakers:

Katelyn Zborowski
CMO, Jack in the Box

3:55 PM - 4:10 PM

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.

Moderator:

Lucia Moses
Senior Correspondent, Business Insider

Speakers:

Sonia Whiteson
Senior Vice President, RBC Marketing for Personal Banking

Sari Brecher
Director of Culutre, Diageo

Brittany Smith
VP Marketing, Western Governors University

4:10 PM - 4:30 PM