Adspeak

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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AI isn’t here to replace marketers; it’s here to help them focus on the work that matters most.

In this episode of Adspeak by ADWEEK, Ryan Joe, Editor-in-Chief at ADWEEK, sits down with Rafa Flores, Chief Product Officer at Treasure.AI, to explore how AI can transform marketing from predictive to truly proactive. They discuss how marketers can use AI to automate repetitive tasks, break down data and technology silos, and create more personalized customer experiences. Rafa explains the difference between predictive and proactive marketing, how synthetic personas can help teams test messaging before going live, and how autonomous AI orchestration can engage consumers around the clock.

The conversation also tackles the human side of AI adoption, including change management and building internal trust. Most importantly, Rafa shares why marketers should start with contained, low-risk experiments before scaling AI across the organization.

What You'll Learn:

How to reframe AI adoption as momentum-building rather than job displacement
Why fragmentation across data silos and AI agents is killing ROI
The difference between predictive and proactive marketing strategies
How to build synthetic personas that actually deliver insights
The autonomous orchestration framework for 24/7 consumer engagement
Why you should start small, contain failures, and scale gradually

About the Guest:
Rafa Flores is the Chief Product Officer at Treasure.AI, where he leads product strategy, growth, and the company’s push into agentic AI and AI-powered marketing. A veteran technology executive with more than 15 years in product leadership, Rafa has helped scale category-defining companies including Treasure Data, Arm Holdings, Meltwater, Datanyze, and 6sense. His expertise spans AI, customer data, SaaS, and enterprise transformation, with a focus on turning emerging technologies into measurable business outcomes. He is recognized for building innovative products, high-performing teams, and scalable AI solutions.

Host and Guest Resources:
Rafa Flores on LinkedIn
Treasure.AI Website
Ryan Joe on LinkedIn
ADWEEK Website
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