Adspeak

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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What does it take to turn innovation into meaningful brand growth?

In this live BrandWeek session of Adspeak with ADWEEK, host Mark Stenberg brings together global business leaders Cheryl Guerin, EVP of Global Brand Strategy & Innovation at Mastercard; Nick Hammitt, CMO at Newell Brands; and Edwin Wong, Head of Global Measurement Science at Uber Advertising, to explore how AI, personalization, measurement, and emotional storytelling are reshaping modern marketing.

The conversation examines how brands can use AI to accelerate content production while preserving human judgment and brand consistency, and how proprietary AI personas can help validate ideas faster. The leaders also explore why attention and brand-lift metrics are becoming critical to proving advertising ROI, alongside the growing importance of contextual and temporal relevance.

From AI-powered digital twins to multisensory branding, the episode offers practical insights into how leading companies are balancing performance marketing with distinctive, emotionally resonant brand building.

What You'll Learn:
How to compress content production timelines by leveraging AI
Why "human-initiated and AI-amplified" workflows protect brand voice
How attention metrics and brand lift measurement justify high-touch advertising investments
The strategic advantage of creating AI-powered consumer personas
How contextual and temporal relevance outperform traditional targeting
The multisensory branding framework for building trust across touchpoints

About the Guests:
Cheryl Guerin is Executive Vice President of Brand Strategy & Innovation at Mastercard, where she leads global brand strategy, AI transformation, advertising, media, digital marketing, and insights. A global marketing executive and business leader, she connects brand building with measurable business growth, driving Mastercard’s brand value up by more than 25%. Her work has earned recognition from Cannes Lions, Effie, Clio, and ANDY. Cheryl also serves as SVP Director of The Advertising Club of New York and sits on the boards of Ronald McDonald House New York and the Crohn’s & Colitis Foundation.

Nick Hammitt is Chief Marketing Officer at Newell Brands and a member of the company’s Executive Committee, leading enterprise marketing across brand management, consumer insights, AI, digital, creative, eCommerce, and loyalty. With more than 20 years of global CPG experience, he has built iconic brands, launched breakthrough innovations, and delivered transformational marketing strategies. Previously, Nick held senior marketing roles at Campbell’s, PepsiCo, and Unilever, leading platforms including Mountain Dew Zero Sugar, Game Fuel, and Axe Haircare across global markets.

Edwin Wong is Head of Global Measurement Science at Uber Advertising, where he leads efforts to help brands measure advertising effectiveness and connect media exposure to real-world business outcomes. With more than 20 years of experience studying digital consumer behavior, Edwin has held senior research and insights roles at Yahoo, Pinterest, BuzzFeed, and Vox Media. His expertise spans consumer insights, audience strategy, media measurement, and marketing effectiveness, with a focus on transforming complex data into actionable insights that drive brand growth.

Host and Guest Resources:
Cheryl Guerin on LinkedIn
Mastercard Website
Nick Hammitt on LinkedIn
Newell Brands Website
Edwin Wong on LinkedIn
Uber Advertising Website
Mark Stenberg on LinkedIn
ADWEEK Website

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In this episode of Adspeak by ADWEEK, host Rob Klara sits down with three communication leaders to explore how iconic brands can turn major anniversaries into opportunities for cultural relevance and future growth. Sona Iliffe-Moon, Chief Communications Officer at Yahoo; Gina Pesko Laughlin, VP and Global Head of Communications at Delta Air Lines; and Melissa Menta, SVP, Global Brand and Communications at Peanuts Worldwide, share lessons from celebrating Yahoo’s 30th, Peanuts’ 75th, and Delta’s 100th anniversaries.

The conversation explores how brands can harness nostalgia without becoming stuck in the past, why authentic brand DNA matters more than flashy campaigns, and how partnerships, social content, and experiential activations can bring heritage to new audiences. From Delta’s employee-designed centennial aircraft and renovated Flight Museum to Peanuts’ NASA partnership and Yahoo’s playful Super Bowl campaign, the guests reveal how legacy can become a powerful platform for innovation, relevance, and connection across generations.

What You'll Learn:
How to activate nostalgia without losing contemporary relevance
Why brand DNA matters more than flashy production
The museum and physical experience as brand storytelling
How to use partnerships to extend brand legacy organically
The power of employee-created design in anniversary campaigns
Why anniversary milestones create credibility platforms for future messaging

About the Guests:
Sona Iliffe-Moon is Chief Communications Officer at Yahoo, where she leads global corporate, consumer, and internal communications. She brings more than 20 years of experience across strategic, consumer, crisis, and corporate communications, having held leadership roles at Lyft, Facebook, Instagram, Nestlé, and Toyota, as well as PR agencies Weber Shandwick and Hill & Knowlton. Before entering PR, Sona worked as a foreign affairs officer at the U.S. Department of State. She holds degrees from George Washington University and USC Annenberg.

Gina Pesko Laughlin is Vice President, Global Brand Communications at Delta Air Lines, where she leads communications strategies that strengthen Delta’s reputation, culture, and customer brand. A 20-year Delta veteran, she has held leadership roles spanning corporate, employee, executive, crisis, and operations communications, including helping guide the airline through its merger with Northwest and bankruptcy reorganization. Gina previously built Delta’s employee engagement function and launched its first internal social platform. She holds degrees in public relations and political science from Syracuse University.

Melissa Menta is a veteran marketing and communications executive with deep experience building global entertainment and character brands. As SVP, Global Brand and Communications at Peanuts Worldwide, she led major initiatives including the brand’s 75th anniversary, the NASA partnership featuring Astronaut Snoopy, and The Armstrong Project which supports emerging artists of color. Her career has included work with The Muppets, Pets.com, Shiseido, Dilbert, and other iconic properties. Melissa holds degrees from Middlebury College and NYU and serves on the board of the Charles M. Schulz Museum.

Host and Guest Resources:
Sona Iliffe-Moon on LinkedIn
Yahoo Website
Gina Pesko Laughlin on LinkedIn
Delta Air Lines Website
Melissa Menta on LinkedIn
Peanuts Worldwide Website
ADWEEK Website

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What does it take for brands and teams to turn uncertainty into a competitive advantage?

In this episode of Adspeak by ADWEEK, host Alison Weissbrot, Executive Editor at ADWEEK, sits down with Jonathan Fields, Founder, Co-Executive Producer, and host of the Good Life Project, for a live BrandWeek conversation about navigating disruption with clarity, resilience, and purpose.

Jonathan shares five principles for businesses to thrive in volatile markets, including actively seeking new opportunities, building trust through creator partnerships, narrowing strategic focus, and addressing the deeper anxiety behind consumer needs. The conversation also explores why calm, grounded communication can build stronger connections than simply addressing surface-level problems.

Going a step beyond strategy, Jonathan explains how leaders can operationalize resilience through simple nervous-system regulation techniques, including the physiological sigh, and embed practices like mindfulness and breathwork into their organizational culture. The result is a practical framework to help leaders and teams stay creative, focused, and able to make better decisions when uncertainty is at its peak.

What You'll Learn:
How to Operationalize Door Finding
Why Trust Transference from Creators Outperforms Brand Affinity
The "Narrow by 50%" Framework for Resource Allocation
How to Solve for the Meta Problem, Not Just the Surface Problem
The Physiological Sigh Technique for Real-Time Nervous System Regulation.
How to Operationalize Personal Peace as a Cultural Practice

About the Guest
Jonathan Fields is an award-winning author, entrepreneur, executive producer, and host of the globally popular Good Life Project podcast, which has generated more than 100 million listens and views. He has founded multiple companies focused on human potential and created the Sparketype Assessment, used by more than 1 million people and organizations. Jonathan’s work explores uncertainty, resilience, human potential, and the pursuit of meaningful work, helping leaders and individuals turn disruption and challenge into opportunities for growth, creativity, and possibility.

Host and Guest Resources:
Jonathan Fields on LinkedIn
Good Life Project Podcast
Alison Weissbrot on LinkedIn
Adspeak by ADWEEK on Apple Podcasts
Adspeak by ADWEEK on Spotify
ADWEEK Website

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What happens when brands stop treating audiences as consumers and start treating them as communities?

In this episode of Adspeak by ADWEEK, host Jenny Rooney brings together Jason Bunge, CMO at Hasbro, Rachel Delphin, CMO at Twitch, and Dan Moriarty, CMO at Chicago Fire FC, for a live BrandWeek panel on the future of play and fan engagement.

The conversation explores how brands can move beyond traditional broadcast marketing to create authentic experiences that bring people together across physical and digital worlds. The panelists share how strategic partnerships, creator ecosystems, micro-communities, and grassroots experiences can turn casual audiences into loyal advocates.

They also unpack the importance of accessibility, cross-generational play, and the emerging idea of the “brand as fan,” showing up authentically in the communities that matter most. From stadiums and youth soccer clinics to Twitch chats and video game launches, this conversation reveals how marketers can build lasting connections by becoming active participants in culture rather than simply broadcasting into it.

What You'll Learn:
How to shift from broadcast marketing to community-first strategy
The "Universe is Beyond" partnership framework
Why accessibility drives lifetime fan value
How to activate creator and influencer ecosystems instead of paid media
The "brand as fan" positioning
How to design cross-generational engagement through shared play experiences

About the Guests:
Jason Bunge is Chief Marketing Officer at Hasbro, where he leads global media, entertainment, brand, retail, and digital marketing strategy across the company’s iconic franchises. He joined Hasbro in 2023 after serving as the first CMO of Riot Games, overseeing marketing, publishing, and global channel strategy. Previously, he held senior marketing roles at Electronic Arts and Microsoft, including product marketing for Office 365.

Rachel Delphin is a marketing and communications leader who serves as Chief Marketing Officer at Twitch, where she led the strategic direction of PR, social media, growth and media, integrated marketing, creative, and brand teams. She joined Twitch in 2018 after communications leadership roles at Tanium, Twitter, and WIRED. At Twitch, she championed the platform’s creator community and helped shape its approach to brands, creators, and community-driven engagement.

Dan Moriarty is Chief Marketing Officer at Chicago Fire FC, where he leads branding, advertising, media, promotions, and fan engagement while overseeing marketing strategy across the club’s community and youth soccer initiatives. Before joining the Fire in 2024, Moriarty was VP of Marketing at the Chicago Bulls, following leadership roles with the Bulls and the Chicago White Sox. He previously spent five years at Hyatt Hotels and began his career in marketing and media agencies.

Host and Guest Resources:
Jason Bunge on LinkedIn
Hasbro Website
Rachel Delphin on LinkedIn
Twitch Website
Dan Moriarty on LinkedIn
Chicago Fire FC Website
ADWEEK Website

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