How are brands leveraging AI and creativity to elevate their consumer experiences?

The event discussed how AI has streamlined the ideation-to-execution process, allowing creative teams to focus more on the creative aspects, while also emphasizing the importance of maintaining a human element and understanding different cultures when using AI.

What is the significance of the return of "Project Runway" to streaming, and how is the show evolving to cater to a new generation of designers?

The event highlighted how the show has evolved to ensure it speaks to designers and the design process, with mentor Christian Siriano, a past winner, emphasizing the importance of having an active fashion industry participant guiding the next generation of designers.

Home / Business and Economy / Brands Harness Creativity, Culture, and Community to Fuel the Future

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

Q: What insights did the Variety's Future of Brand Summit provide on the evolving role of CMOs?

The summit highlighted that today's CMOs must wear multiple hats, serving as customer champions, storytellers, growth architects, and data scientists, with the integration of data being a critical element in securing successful partnerships.

9 Oct

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Summary

Variety's Future of Brand Summit explores how companies are using creativity, culture, and community to strengthen their brands
Executives discuss the evolving role of CMOs, the integration of AI and creativity, and the power of live experiences to drive consumer engagement
"Project Runway" returns to streaming, highlighting the show's evolution and the importance of authentic voices in the fashion industry

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.

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