Adspeak

In this episode of Adspeak by ADWEEK, host Brittaney Kiefer sits down with Roy Fleeman to explore how Vacation transformed sunscreen from a functional necessity into an immersive lifestyle brand. Roy shares how the team uses nostalgia, sensory design, and meticulous attention to detail to create products that feel joyful and collectible. They discuss why brands should be informed by trends without being defined by them, how packaging can become a powerful storytelling tool, and why designing every customer touchpoint matters.

From fragrances and campaign concepts to shipping experiences and social content, Roy reveals how Vacation builds cultural relevance by creating moments that customers want to share, remember, and revisit long after their vacation-inspired purchase.

What You'll Learn:
How to reposition a commodity category by identifying emotional gaps
The "This Not That" design framework for authentic brand differentiation
Why broad nostalgia outperforms decade-specific retro aesthetics
How to weaponize packaging inconsistency as a collectibility strategy
The power of hyper-specific moment marketing to drive product narrative
How to design every touchpoint as an immersive brand experience

About the Guest:
Roy Fleeman is VP of Design at Vacation, the leisure-enhancing sunscreen brand that's revolutionizing how consumers think about sun protection. With a background in advertising and brand design, Roy has spearheaded Vacation's distinctive visual identity, transforming sunscreen from a clinical necessity into a coveted lifestyle product through meticulously crafted packaging, nostalgic aesthetics, and immersive brand experiences.

Guest Resources:
Roy Fleeman on LinkedIn
Vacation Inc Website
ADWEEK Website

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In this episode of Adspeak by ADWEEK, Jeremy Fain, CEO and Co-founder of Cognitiv, explores how deep learning is reshaping the future of advertising. Jeremy explains why the true power of AI in marketing comes from leveraging massive data sets, predictive algorithms, and real-time optimization, not just generative tools. He breaks down how marketers can use first-party data, granular audience signals, and continuous learning loops to improve targeting, personalize creative, and drive stronger campaign outcomes.

From predicting creative performance before impressions are purchased to unlocking incremental gains at scale, Jeremy shares how brands can turn AI into a competitive advantage and help marketing teams operate more effectively in an increasingly data-driven advertising landscape.

What You'll Learn:
Why deep learning is fundamentally a big data problem, not a creative tool
How to position media as the middle, not the end of your marketing process
The log-level data framework for maximum algorithm performance
How to predict creative performance before you buy the impression
The competitive advantage of 3% incremental improvements at scale
How to deploy AI as an efficiency multiplier, not a headcount reducer

About the Guest:
Jeremy Fain is the CEO and Co-Founder of Cognitiv and a thought leader in AI and deep learning applications for advertising, known for his expertise in leveraging machine learning to optimize marketing performance and campaign targeting. With a background in interactive marketing and experience at firms like Digitas, he has pioneered approaches to applying deep learning algorithms specifically to advertising data, moving beyond generative AI to unlock the full potential of first-party data and consumer behavior prediction. His work at Cognitiv has demonstrated measurable improvements in campaign efficiency and creative performance, making this conversation essential for marketing leaders seeking to stay competitive through data-driven innovation and algorithmic optimization.

Guest Resources:
Jeremy Fain on LinkedIn
Cognitiv Website
ADWEEK Website

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In this episode of Adspeak by ADWEEK, host Zoë Ruderman, Chief Content Officer at Adweek, sits down with Wes Felix, Co-Founder of Always Alpha and Co-Founder and CEO of Saysh; Allyson Felix, Co-Founder of Always Alpha, Co-Founder and President at Saysh, and International Olympic Committee Member; and Cosette Chaput, CEO and Co-Founder of Always Alpha, to explore why women’s sports represents one of the biggest untapped opportunities in marketing. The conversation examines how female athletes drive stronger purchase intent and deeper engagement than traditional influencers, why brands must move beyond sponsorship checkboxes, and how authentic storytelling creates lasting connections.

They discuss Allyson’s journey building Always Alpha, the future of women’s sports marketing, and why LA 2028 could redefine brand investment in female athletes.

What You'll Learn:
Why the 2.8x Purchase Intent Gap Exists
How to Reframe KPIs Away from Vanity Metrics
The "Listen Deeply" Principle for Unlocking Authentic Partnerships
Why "Bundling" Female Athletes Destroys Individual Impact
The Difference Between Women's Sports Marketing and Traditional Sports Marketing
Why LA 2028 Is Your Make-or-Break Moment

About the Guests:
Allyson Felix is a co-founder of Always Alpha and an Olympic track and field athlete with four Olympic appearances and six gold medals. Her advocacy for maternal protections in sports contracts transformed industry standards and sparked the creation of Always Alpha, an agency dedicated to representing female athletes authentically. In this episode, she shares her journey from Nike sponsorship to founding a talent management firm that celebrates athletes as whole people, providing strategic insights for brands seeking genuine connection with female consumers through partnership with women in sports.

Wes Felix is a co-founder of Always Alpha and a strategic advisor in sports marketing with deep expertise in athlete representation and brand partnerships. With a background in sports marketing and a personal connection to Olympic athletics, Felix drives the agency's mission to educate brands on the true value of women's sports investment and challenge outdated KPIs. His work has helped major brands like Athleta, Pampers, and Sephora discover how female athletes deliver measurable ROI and cultural impact far exceeding traditional influencer partnerships.

Cosette Chaput is the CEO and co-founder of Always Alpha, specializing in market strategy and brand education within women's sports. With expertise in identifying untapped sponsorship categories and reframing how companies approach female athlete partnerships, Cosette bridges the gap between traditional sports marketing and emerging consumer brands. Her work focuses on expanding the entire women's sports ecosystem beyond leagues and teams, creating sustainable partnerships that drive business growth and cultural visibility for female athletes.

Guest Resources:
Wes Felix on LinkedIn
Allyson Felix on LinkedIn
Cosette Chaput on LinkedIn
Always Alpha Website
Saysh Website
Zoë Ruderman on LinkedIn
ADWEEK Website

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In this episode of Adspeak by ADWEEK, host Mike Beyman sits down with Jonathan Hunt, VP of Media at HubSpot, to explore how a software company built a global media engine reaching 50 million people every month. Jonathan shares why owning distribution has become a competitive advantage, how HubSpot transformed content into a customer acquisition channel, and why editorial independence is critical when building trusted media brands.

The conversation dives into the shift from traditional CPM thinking to intent-driven measurement, the future of SEO in the age of AI, and why creators, video, and owned audiences are becoming essential marketing investments. Jonathan also explains how marketers can use AI as a creative multiplier while preserving human judgment, originality, and trust.

What You'll Learn:
How to own your distribution instead of renting it
Why editorial independence is your competitive moat
The "quality of impression" framework over quantity metrics
How to pivot your SEO strategy post-ChatGPT with Answer Engine Optimization
Why video and creators are the only sustainable content bets
How to use AI as a force multiplier, not a replacement:

About the Guest:
Jonathan Hunt is VP of Media at HubSpot and Head of The Hustle, where he leads content, audience growth, monetization, and creator strategy across HubSpot’s media ecosystem. A seasoned media and marketing executive, Jonathan has helped build audience-driven brands at companies including Vice Media, Vox Media, National Geographic, and Complex Networks. His work focuses on developing owned-media strategies that prioritize editorial independence, audience trust, and long-term growth over traditional marketing approaches. At HubSpot, he has helped transform content into a powerful customer acquisition engine, leveraging video, newsletters, podcasts, and creator partnerships to reach millions of people worldwide.

Guest Resources:
Jonathan Hunt on LinkedIn
HubSpot Website
Mike Beyman on LinkedIn
ADWEEK Website

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In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Matty Beckerman, Founder and CEO of IRCODE, to explore how image recognition technology is transforming the future of marketing engagement, measurement, and commerce. They discuss how computer vision AI is replacing traditional QR codes by allowing consumers to interact directly with real-world content across TV, out-of-home, and retail.

Matty shares how IRCODE helps brands unlock real-time attribution, prove campaign ROI, and turn passive viewing experiences into measurable customer journeys. The conversation also explores the future of interactive sports, entertainment, and product placement, revealing how brands can create seamless, scannable experiences that connect audiences with content, products, and purchases.

What You'll Learn:

How to eliminate QR codes from campaigns by leveraging advanced computer vision AI
Why TV measurement has become your biggest competitive advantage
The White Label Lens Framework for custom brand ecosystems
How to convert passive viewing into active commerce
The measurement dashboard strategy for proving ROI
Why live sports and entertainment events represent your 2026 growth opportunity

About the Guest:
Matty Beckerman is the Founder and CEO of IRCODE, a pioneering image recognition technology company transforming how brands engage with consumers in the real world. With a creative background as a filmmaker, record label owner, and director, Beckerman brings a unique perspective to marketing innovation, combining artistic vision with cutting-edge computer vision AI. IRCODE's patented technology enables seamless scanning of any real-world content, from billboards to TV broadcasts to product packaging, without QR codes, while providing comprehensive measurement and attribution data that was previously unavailable.

Guest Resources:
Matty Beckerman on LinkedIn
IRCODE Website
Ryan Joe on LinkedIn
ADWEEK Website
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