Adspeak

What if reaching more people matters more than creating better ads? In this episode of Adspeak by ADWEEK, Angela Voss, CEO at Marketing Architects, and Dale Harrison, Chief Strategy and Innovation Officer at The Insight Collective, challenge conventional marketing wisdom and explore why broad, consistent reach is essential to driving market share growth.

Recorded live at BrandWeek, the conversation examines why hyper-targeting can cause marketers to overlook future customers, how brands can build recall before buyers enter the market, and why overcoming the constant force of forgetting requires sustained audience reach. Angela and Dale also explore how marketers can balance scale with cost efficiency across linear television and connected TV (CTV), using audience-first media buying and AI to reduce unnecessary costs. They discuss why no single measurement model can fully capture television's impact and how combining marketing mix modeling, attribution, and geographic holdout tests can provide a more complete picture of performance.

From smarter media allocation to long-term brand building, this episode offers practical insights into reaching more potential buyers, strengthening brand memory, and creating the conditions for sustainable growth.

What You Will Learn:
Why 2x better creative can't beat 100x greater reach
The "Surface Area of Effectiveness" framework for understanding how reach amplifies even small creative improvements
Why brand awareness only has commercial value when buyers are in-market
How to fight the constant, ongoing force of forgetting
Why hyper-targeting is "agreeing to pay more to ignore your future customers"
How to use AI-driven and audience-first media buying to cut CTV and linear TV costs
Why no single measurement model can prove TV's value

About the Host and Guest:

Dale Harrison is Chief Strategy and Innovation Officer at The Insight Collective, bringing an unconventional blend of scientific rigor, technical expertise, and marketing experience. A former experimental physicist with research experience at Los Alamos and MIT, he has also worked across technology, biotech, finance, and executive management. Today, Dale combines hands-on campaign execution with a data-driven approach to marketing strategy. Drawing on his background in econometrics, mathematics, and AI, he develops rigorous experiments and sophisticated marketing models to help businesses understand what works, measure impact, and drive sustainable growth.

Angela Voss is CEO at Marketing Architects, an all-inclusive TV advertising agency specializing in linear and connected television. Drawing on her experience as a performance marketer, Angela champions greater accountability in TV advertising, making high-quality campaigns more accessible while challenging conventional approaches to audience targeting. She translates the evidence-based marketing principles of Byron Sharp and the Ehrenberg-Bass Institute into practical strategies that help brands expand their reach, build lasting brand awareness, and drive measurable growth.

Host and Guest Resources:
Dale Harrison on LinkedIn
The Insight Collective Website
Angela Voss LinkedIn
Marketing Architects Website
ADWEEK Website
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What does it take to build a brand that stands out without getting caught in a race to the bottom? In this guest-only episode of Adspeak by ADWEEK, Paulie Dery, CMO at AG1, and Victoria Lozano, CMO at Crayola, share how brands can move beyond product benefits to create deeper consumer connections and lasting cultural relevance.

Recorded live at BrandWeek, the conversation explores how to protect premium positioning against cheaper alternatives by giving consumers something meaningful to believe in. Paulie and Victoria discuss building authentic communities, embedding products into existing routines to encourage daily habits, and reframing competition around broader battles for time, attention, and lifestyle choices. They also examine how marketers can balance immediate revenue goals with long-term brand investment, align growth targets with executive priorities, and approach AI in ways that strengthen consumer creativity and trust.

From AG1's challenger mindset to Crayola's enduring creative legacy, this episode offers practical lessons on turning brand purpose into everyday behavior, sustainable growth, and deeper consumer loyalty.

What You Will Learn:
How to escape the "race to the bottom" by moving beyond feature-vs-feature comparisons
Why giving consumers something to believe in matters more than listing product specs
The "follow the tracks, don't create them" approach to building authentic community advocacy
How to build daily consumer habits by embedding your product into routines people already have, rather than adding new to-dos
The "magic number" framework for aligning growth targets with C-suite buy-in to fund brand investment
Why marketers should pick bigger competitive battles—reframing rivals as time, attention, or lifestyle competitors rather than category copycats
How to evaluate AI's role in your brand strategy by focusing on whether it enables consumer creativity and trust rather than replacing it

About the Guests:
Victoria Lozano is the Chief Marketing Officer at Crayola, a position she has held for over 16 years, where she has evolved the company from a product-focused manufacturer into a diversified creative ecosystem spanning products, experiences, and content. With deep expertise in brand building, category expansion, and consumer behavior, she has successfully elevated Crayola beyond functional product competition by redefining the brand's role in enabling daily creative habits across both children and adults.

Paulie Dery is the Chief Marketing Officer at AG1, where he leads marketing strategy for a category-defining greens and multivitamin brand. With previous experience building iconic brands at Yeti and Uber, he brings expertise in elevating products beyond functional competition and building authentic community-driven ecosystems.

Host and Guest Resources:
Victoria Lozano on LinkedIn
Crayola Website
Paulie Dery LinkedIn
AG1 Website
ADWEEK Website
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The WNBA’s rapid rise from an overlooked league to a cultural and commercial powerhouse reflects more than just the growing popularity of women’s basketball. It signals a shift in how athletes build their brands, shape their narratives, and fight for the compensation and working conditions they deserve. Sustaining that momentum requires authentic storytelling, responsible media coverage, and a business model that allows players to share in the league’s success.

In this episode of Adspeak by ADWEEK, Mariah Rose, sports content creator, is joined by Lexie Brown, WNBA guard for the Seattle Storm, and together they explore the forces reshaping women’s basketball and the business of women’s sports. They discuss how social media and athlete-led content are transforming fan engagement, why collective bargaining negotiations are critical to fair compensation, and how offseason leagues are creating new opportunities for players.

They also examine the importance of health benefits, retirement security, and expanded roster spots, alongside the commercial potential of emerging markets. Throughout, they explain why authentic athlete storytelling and a growing fan base can help build a more sustainable future for women’s sports.

What You Will Learn:
How athlete-led storytelling is transforming women’s sports marketing
Why WNBA players want compensation tied to league revenue growth
How social media gives athletes greater control over their personal brands
Why rising stars can expand opportunities for the entire league
How offseason leagues support player development and financial stability
Why health benefits, pensions, and roster expansion matter to players
How untapped markets offer new growth opportunities for women’s basketball

About the Guests:
Lexie Brown is a professional basketball player for the Seattle Storm in the WNBA. In her eighth season, she brings firsthand experience to conversations about athlete branding, media representation, and the business of women’s sports. Through authentic social media content, vlogs, and her podcast Full Circle, Brown has helped connect fans with women’s basketball. She is also an advocate for fair compensation, improved player benefits, and better working conditions.

Mariah Rose is a sports content creator and media personality specializing in women’s sports, particularly the WNBA. Through social media and her podcast Full Circle, she helps audiences understand the players, storylines, and business dynamics shaping women’s basketball. Rose is an advocate for authentic storytelling, stronger media representation, and greater visibility for female athletes. Her work explores how personal branding, fan engagement, and sponsorship opportunities are transforming the commercial landscape of women’s sports.

Host and Guest Resources:
Lexie Brown on LinkedIn
Mariah Rose on LinkedIn
ADWEEK Website
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What does it take to reinvent a legacy brand without losing what made it iconic?

In this episode of Adspeak by ADWEEK, host Brittaney Keifer brings together four creative and marketing leaders to explore how established brands can move beyond outdated perceptions and build renewed cultural relevance. Amanda Earley, Jaime Robinson, Christy Hoskins, and Jessica Henrichs share lessons from rebranding La-Z-Boy and Brawny, including the importance of understanding a brand’s history, leaning into authentic strengths, and ensuring product innovation can support the promises made by a new identity.

The conversation examines how creative partnerships can unlock stronger ideas, why consumer and stakeholder involvement can help prevent backlash, and how social platforms provide a valuable space to test new directions before making bigger commitments. From evolving familiar brand characters to creating culturally relevant activations, the panel reveals how brands can make change feel natural rather than disruptive. For marketers navigating the challenges of refreshing a household name, this episode offers practical insights into balancing heritage, innovation, consumer trust, and creative risk.

What You Will Learn:
How to reposition a brand stuck in nostalgia by mining your own history
Why product innovation must precede any brand refresh
The "lean into your strengths" principle: La-Z-Boy's breakthrough
How to pressure-test beloved brand icons
Why earned, culturally-tapped activations should precede a full rebrand
How to future-proof against backlash by involving consumers
Why social media is the lowest-risk place to test how a legacy mascot or character should evolve before committing to broader campaigns

About the Guests:
Amanda Earley is a brand and business leader who specializes in building brands, teams, and growth strategies through a combination of consumer insight, data-driven decision-making, and creative thinking. As Brand Director at Brawny, she has led product innovation, commercialization, marketing campaigns, and business revitalization. Known for bringing people together around bold ideas, Amanda combines strategic vision with hands-on cross-functional leadership.

Jaime Robinson is an Emmy-winning entrepreneur and creative leader whose work has earned nearly 40 Cannes Lions, including multiple Grand Prix and Golds. She is a Co-Founder and former CCO of JOAN Creative, where the agency was recognized as one of Fast Company’s Most Innovative Companies and earned Agency of the Year honors from Adweek and Campaign. A former ECD at Wieden+Kennedy New York and Pereira O’Dell, Jaime has also served on The One Club Board and as a Cannes and D&AD jury president.

Christy Hoskins is a transformational marketing leader, growth driver, and culture builder with more than 20 years of experience across market-leading CPG, consumer durables, and retail companies. Her expertise spans brand building, consumer-driven strategy, business planning, portfolio strategy, customer experience, innovation, P&L management, and advertising. Christy is passionate about leading with vision, building future-focused organizations, and developing strong, engaged teams grounded in purpose, continuous learning, and compassion.

Jessica Henrichs is CEO of DonerColle Partners, where she leads and helps brands navigate transformation, drive purposeful change, and accelerate growth. Since joining Colle McVoy in 2021, she has reshaped the agency’s model, invested in emerging capabilities, and built high-performing teams, earning recognition including the 2024 Adweek 50 and 2026 Campaign US Inspiring Women. Previously, Jessica spent more than a decade at Digitas, developing award-winning, data-powered creative strategies that earned over 100 honors, including a Cannes Lions Grand Prix for Data.

Host and Guest Resources:
Amanda Earley on LinkedIn
Jaime Robinson on LinkedIn
Christy Hoskins on LinkedIn
Jessica Henrichs on LinkedIn
ADWEEK Website
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Legacy retail brands have something that newer brands can only dream of: decades of recognition, emotional connection, and cultural history. But turning that heritage into modern relevance requires more than nostalgia. It takes clear positioning, product reinvention, bold creative decisions, and a strong partnership between marketing and leadership.

In this episode of Adspeak by ADWEEK, Marisa Thalberg, Executive Vice President and Chief Customer and Marketing Officer at Catalyst Brands, sits down with Ken Ohashi, Brand CEO of Brooks Brothers and Eddie Bauer to explore the strategies behind transforming iconic retail brands. They discuss how to reposition struggling businesses, uncover new opportunities by listening to real customer behavior, and balance heritage with the need to evolve. Ken and Marisa also explore Eddie Bauer's shift from technical outdoor gear to a lifestyle brand, the role of cultural influencers, and why small, trusted teams can make better creative decisions. Throughout, they share lessons on building authentic brands that turn skeptical customers into loyal ones.

What You Will Learn:
How to turn around a bankrupt heritage brand
Why creative decisions should avoid "committee thinking"
The "off the mountain" repositioning framework Eddie Bauer used
How to find hidden brand momentum by mining real customer behavior
Why talking "up to" middle-America consumers builds trust and authenticity
How strategic star power can be used as a cultural amplifier
The importance of building CEO-CMO trust early

About the Guests:
Marisa Thalberg is a globally recognized business strategist and brand-building innovator, known for inspiring teams to take brands to new heights of consumer resonance, cultural relevance, and business performance. A pioneer of digital, social, and eCommerce marketing, she has orchestrated blockbuster product launches, unexpected cultural moments, and moved with uncommon ease between industries like beauty and QSR, retail and CPG, brand and performance marketing, mass and prestige.

Ken Ohashi is Brand CEO of Brooks Brothers and Eddie Bauer, with more than 25 years of experience across fashion, consumer products, retail, and business development. He led Brooks Brothers through its acquisition and transformed the iconic brand to profitability in less than two years. Previously, Ohashi served as President of International and Global Retail at Authentic Brands Group, overseeing brand management, business development, and marketing across its international portfolio. He also held senior leadership roles at Aéropostale.

Host and Guest Resources:
Ken Ohashi on LinkedIn
Brooks Brothers Website
Marisa Thalberg on LinkedIn
Catalyst Brands Website
ADWEEK Website
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