Brands Harness Creativity, Culture, and Community to Fuel the Future

Last month, Variety's Future of Brand Summit in New York brought together industry leaders to explore how companies are using creativity, culture, and community to strengthen their brands. The event featured panel discussions and keynote conversations with executives from various sectors, including entertainment, marketing, technology, and design.

One key takeaway was the evolving role of Chief Marketing Officers (CMOs). Denise Persson, CMO of Snowflake, noted that today's CMOs must wear multiple hats, serving as customer champions, storytellers, growth architects, and data scientists. The integration of data was also highlighted as a critical element in securing successful partnerships.

The summit also delved into the intersection of AI and creativity. Andrés Ordóñez, global chief creative officer at FCB, discussed how AI has streamlined the ideation-to-execution process, allowing his team to focus more on the creative aspects. However, Hello Products CEO Diana Haussling emphasized the importance of maintaining a human element and understanding different cultures when leveraging AI.

The power of live experiences to drive consumer engagement was another focal point. NBCUniversal's global advertising and partnerships chairman, Mark Marshall, and on-camera personalities like Willie Geist and Maria Taylor, discussed the enduring appeal of live events, from BravoCon to the Olympics, in fostering a sense of community and connection.

The event also celebrated the return of "Project Runway" to streaming, with executive producer Michael Rucker and Season 4 winner Christian Siriano highlighting the show's evolution and the importance of authentic voices in the fashion industry. Siriano, now a mentor on the show, believes it's crucial for the mentor to be an active participant in the fashion world, to better guide the next generation of designers.