Adspeak

In this episode of Adspeak by ADWEEK, Keith Bendes, Chief Strategy Officer at Linqia, and Denise Vitola, Founder and CEO of Vitola Strategies, explore how enterprise brands can move influencer marketing from a tactical experiment into a scalable growth engine. They discuss the challenges of building internal alignment, earning stakeholder buy-in, and creating measurement frameworks that prove real business impact.

The conversation dives into why creator content should extend far beyond social posts, how brands can repurpose influencer assets across channels, and what regulated industries need to consider when balancing creativity with compliance. From ROI measurement to campaign strategy, Keith and Denise share how the biggest brands can build smarter, more integrated influencer programs that drive lasting value.

What You'll Learn:

How to secure stakeholder buy-in through internal education
The "Influencer Everywhere" framework
How to prove ROI through four core measurement pillars
Why "crawl before you walk and run" with regulated industries
How to design integrated campaigns for earned media
The RFP framework for selecting the right influencer partner

About the Guests:

Keith Bendes is Chief Strategy Officer at Linqia, the leading independent influencer marketing agency, where he shapes client strategy, go-to-market initiatives, and industry thought leadership. He works with senior marketing leaders at global brands to build influencer programs that connect creator content with measurable business outcomes across strategy, content, amplification, and measurement. A recognized voice in the creator economy, Keith co-hosts Creator Economy Live, contributes to Forbes, is a LinkedIn Top Voice, and speaks at major industry events, including Brandweek, SXSW, and Cannes. He also writes The Art of Influence newsletter, exploring how brands build influence in the evolving social landscape.

Denise Vitola is a health and wellness marketing expert, award-winning digital communications executive, and founder of Vitola Strategies. With more than 20 years of experience building brands through integrated marketing, social, PR, and influencer strategies, Denise has helped shape the future of influencer marketing for major organizations, including Bayer Consumer Health, where she led brand integration, PR, social, and influencer initiatives. Known for her innovative approach to creator campaigns, she has developed award-winning programs including Claritin Diversitree, Bayer Aspirin Sponsor of Fans’ Hearts, and Similac Sisterhood of Motherhood. A former agency leader at Makovsky and MSLGROUP, Denise is recognized as a PRWeek “40 Under 40” honoree, PRNews Top 25 Woman in PR, and a Stevie Award winner.

Guest Resources:

Keith Bendes on LinkedIn
Linqia Website
Denise Vitola on LinkedIn
Vitola Strategies on Facebook

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Rebecca Stewart leads a live BrandWeek conversation with Matt Kerbel of Turo, Scott Baker of Porsche, and Doug Zarkin of Take 5 Oil Change on the future of automotive branding. As electrification, AI, and changing ownership models transform the industry, the panel explores why trust, accessibility, and human connection remain the foundations of successful brands. The discussion covers redefining brand as an emotional asset, building loyalty through customer-centric experiences, creating community through peer-to-peer engagement, and modernizing legacy brands without losing their core identity.

The guests also share practical insights on media strategy, affordability challenges, and the importance of designing experiences that make every customer feel valued. Together, they explain why authentic relationships will remain the ultimate competitive advantage in a rapidly evolving marketplace.

What You'll Learn:

How to redefine brand as an emotional asset, not a product feature
Why accessibility and trust are becoming the primary drivers of brand loyalty
The "Subway Map" media strategy that replaces outdated funnel thinking
How to build community through peer-to-peer experiences and transparency
Why brand DNA preservation and modernization aren't mutually exclusive
How to position your brand for 2030 by prioritizing customer experience over customer service

About the Guests:

Doug Zarkin is the Chief Marketing Officer of Take 5 Oil Change, where he built the company's first modern marketing organization and helped accelerate growth for the $1.4 billion automotive services brand. Throughout his career, Doug has led brand transformation initiatives for some of the world's most recognized consumer, retail, hospitality, healthcare, and franchise brands, including Pearle Vision, Victoria's Secret PINK, W Hotels, CoverGirl, Reebok, Warner Bros., and the NHL. He is also the bestselling author of Moving Your Brand Out of the Friend Zone and creator of the "Thinking Human" philosophy, which combines customer insight, culture, analytics, and strategy to help brands build lasting loyalty and drive measurable business results.

Scott Baker is Director of Communications at Porsche, where he helps shape the brand's storytelling, partnerships, and audience engagement strategies. Throughout his career, he has driven growth for globally recognized brands including Porsche, Harley-Davidson, IKEA, and Formica Corporation. Scott has led award-winning marketing initiatives spanning Super Bowl campaigns, major film studio collaborations, gaming partnerships, dealer marketing, and digital communications. He played a key role in Porsche's evolution from a niche sports car manufacturer into a broader aspirational lifestyle brand. Passionate about building high-performing teams, Scott specializes in uncovering a brand's core identity and translating it into meaningful business growth and cultural relevance.

Matt Kerbel is the former Global Head of Brand Strategy at Turo, where he helped scale the company to more than $1 billion in revenue and earn a place on TIME's World's Best Brands list. Over a 20-year career, he has helped build culturally influential brands including Lyft, Call of Duty, and MeUndies. Today, Matt is the co-host and executive producer of Best Brands on Earth, a podcast created in partnership with The Clios, while also advising founders, writing The Maple newsletter, and shaping conversations around the future of marketing and brand building.

Guest Resources:

Matt Kerbel on LinkedIn
Best Brands on Earth Podcast
Scott Baker on LinkedIn
Porsche Website
Doug Zarkin on LinkedIn
Driven Brands Inc Website
Rebecca Stewart on LinkedIn
ADWEEK Website
Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Jesse Kirshbaum, Chief Executive Officer of Nue Agency, sits down with Jermaine Dupri, Songwriter Hall of Famer, Grammy Award-winning producer, and founder of the So So Def recording label, to explore the intersection of culture, creativity, and marketing. Jermaine shares how he has built iconic cultural moments by creating immersive worlds around artists, brands, and ideas, from the Kriss Kross phenomenon to innovative partnerships. He explains why authentic connections to culture and audience proximity are essential for effective marketing, and how identifying unmet needs can uncover powerful business opportunities.

The conversation also examines the role of trusted mentors and gatekeepers in an AI-driven era, emphasizing that technology should support, not replace, intentional, heartfelt creativity. Jermaine argues that unconventional thinking remains the ultimate competitive advantage.

What You'll Learn:
How to Build a "Vibe" Around Every Product
The Source-First Strategy for Brand Partnerships
Why "Doing Something New" Requires Hiring Differently
How to Identify White Space in Culture and Markets
The Peacock Effect in Marketing
Why Gatekeeping and Trusted Expertise Are Making a Comeback
AI as a Tool, Not a Replacement for Heart

About the Guest and Host:

Jermaine Dupri is a Grammy Award-winning producer, songwriter, rapper, entrepreneur, and founder of So So Def Recordings. A pioneering force in Atlanta's rise as a music powerhouse, he first gained national attention after discovering and producing Kriss Kross's chart-topping hit “Jump.” Over a career spanning four decades, Dupri has helped shape the sound of hip-hop and R&B through collaborations with artists including Mariah Carey, Usher, Janet Jackson, Bow Wow, Da Brat, and Jagged Edge. Inducted into the Songwriters Hall of Fame in 2018, he is widely recognized for blending creative vision, artist development, and cultural influence to build enduring brands and iconic musical moments.

Jesse Kirshbaum is the Founder and CEO of Nue Agency, operating at the intersection of music, entertainment, and brand strategy. With more than 20 years of experience, he has built a reputation as a trusted dealmaker, connecting artists, brands, and platforms to create culturally relevant partnerships and experiences. Jesse specializes in helping organizations navigate an evolving cultural landscape, translating emerging trends into meaningful business opportunities. As both a strategist and operator, he brings ideas to life through activations, events, and partnerships that drive immediate results, foster lasting audience connections, and create long-term value.

Guest Resources:
Jermaine Dupri on Instagram
So So Def Website
Jesse Kirshbaum on LinkedIn
NUE Agency Website
Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak by ADWEEK, host Rich Battista, Executive Chairman at ADWEEK, sits down with Steve Koonin, CEO of the Atlanta Hawks and State Farm Arena, to explore how marketing can transform a sports franchise into a cultural institution. Steve shares how the Hawks built one of the NBA’s most engaged fan bases by focusing on experience, community, and audience relevance rather than relying solely on wins and losses.

He explains why adding “game experience” as a third business pillar creates loyalty that survives performance fluctuations, how a single piece of content can be repurposed into hundreds of platform-native assets, and why empowering creative teams leads to breakthrough campaigns. The conversation also highlights the power of focus, community investment, and place-based marketing in an increasingly fragmented media landscape.

What You'll Learn:
How to position game experience as an advantage when on-court performance lags
Why audience denial is a business killer
The three-pillar blueprint for sports marketing
How to activate younger audiences through platform-native creativity
Why focus is the marketer's most feared word
How to build long-term brand equity through controlled risk-taking
The underrated opportunity in place-based marketing
How to leverage community impact as a brand platform

About the Guest and Host:
Steve Koonin is the CEO of the Atlanta Hawks and State Farm Arena, where he oversees the organization's business, financial, and strategic operations. A lifelong Atlantan and accomplished marketing executive, he previously held leadership roles at The Coca-Cola Company and Turner Broadcasting. Since joining the Hawks in 2014, Koonin has transformed the franchise into a leader in fan experience, community impact, and innovation. He is a recipient of the Atlanta Sports Council Lifetime Achievement Award and SportsBusiness Journal's Sports Executive of the Year.

Rich Battista is a veteran media, entertainment, and sports executive with a distinguished track record as a CEO, board chairman, and business builder. Over his career, he successfully transformed and led multi-billion-dollar public companies including Time Inc. and Gemstar-TV Guide. During an 18-year tenure at Fox, he helped create and grow several highly valuable cable network businesses across entertainment and sports. Today, Rich serves as a board member, advisor, investor, and consultant while also producing film and television projects.

Guest Resources:
Steve Koonin on NBA
Atlanta Hawks Website

Hosted on Acast. See acast.com/privacy for more information.

In this episode of Adspeak, host Mark Stenberg is joined by Lark-Marie Anton, Chief Communications and Brand Officer, and Kristin Roberts, President of Media at USA Today Co., to unpack the company's landmark transition from Gannett to USA Today Co. and what it signals for the future of publishing in the AI era. The conversation explores how unifying more than 200 local media brands under a single trusted identity strengthens audience recognition, advertiser value, and AI attribution.
Lark-Marie and Kristin discuss the research behind the rebrand, the company's unique local-to-national reach, and how proprietary tools like Deeper Dive help keep audiences engaged within trusted publisher ecosystems. They also examine AI partnerships, evolving search behavior, and why a strong, recognizable brand may be a publisher's most valuable asset in an increasingly AI-driven media landscape.

What You'll Learn:
How to leverage brand consolidation as a defensive strategy against AI answer engines
Why data-driven brand decisions outweigh aesthetic rebrands
The "Local-to-National Platform" positioning for capturing advertiser attention
How to embed proprietary AI tools (like Deeper Dive) as brand moats
The negotiating leverage principle for AI partnerships
Why internal narrative alignment matters as much as external branding

About the Guests:
Lark-Marie Anton is Chief Communications and Brand Officer at USA TODAY Co., where she leads communications and brand strategy in support of the company’s mission to strengthen local communities. With more than two decades of experience in strategic communications and integrated marketing, she has held senior leadership roles at Hertz, Verizon, Loews Hotels, and Aura, and previously served in New York City Mayor Michael Bloomberg’s administration. A recognized communications leader, she serves on multiple nonprofit and educational boards and was named one of Ragan’s Top Women in Communications.

Kristin Roberts is President of USA TODAY Media, bringing more than 20 years of leadership experience across journalism, media, and business transformation. Before joining USA TODAY, she served as Chief Content Officer at McClatchy, where she led 30 newsrooms and helped develop a new business model for local media. She previously held leadership roles at POLITICO and Reuters, overseeing major political, business, and international coverage. Roberts holds degrees from Georgetown, Columbia, and George Washington University and is actively involved in community leadership in Miami.

Guest Resources:
Kirsten Roberts on LinkedIn
Lark-Marie Anton on LinkedIn
USA Today Website

Hosted on Acast. See acast.com/privacy for more information.