How to compete in 2025—inside this year’s Business of Brands conference agenda

As marketers gear up for next year, Ad Age is bringing brand and agency leaders together in Chicago to look at the biggest trends setting the stage for business growth in 2025. The Business of Brands summit on Sept. 18 and 19 will explore the impact and role of Gen Z, AI, data, a divisive election year and more through one-on-one interviews and lively discussions. Register for Business of Brands here. Check out the latest Ad Age events and award programs Balancing performance and creativity Even at the Cannes Lions International Festival of Creativity much of the conversation was focused on AI, business transformation and authenticity. And marketing leaders today are expected to drive business while capturing the attention of ever-changing consumers. At Business of Brands, a trio of executive recruiters will examine just how the role of the chief marketing officer is changing and what skills are in demand now. Molson Coors and Coca-Cola will share how they look at effectiveness and build loyalty across generations, while leaders from Kraft Heinz, Whirlpool and Merrell will outline how they’ve assembled their in-house marketing capabilities and how those teams work alongside external agency partners. Plus, a top General Motors executive will describe the automaker’s new marketing model as it adapts to significant disruption in the industry. Keeping up with culture The industry’s focus on reaching Gen Z has helped drive the growth of the creator economy and put a premium on authenticity and brands staying culturally relevant. Marketing leaders from Kellanova, Vuori and Bubble Skincare will take the stage to discuss their social strategies and how—and when—they tap into pop culture trends. The 2024 presidential election is another key cultural moment for marketers to navigate. A recent Edelman Trust Barometer survey showed consumers care more than ever about brands’ views on political issues, but that’s easier said than done. A panel of public opinion and PR experts from SS+K, the Harris Poll and Edelman will discuss what brands should do if and when they get caught in divisive, political conversations. Brand growth and innovation For newer brands, it’s not just about driving awareness. Craig Dubitsky—the mastermind behind natural oral care brand Hello, Method cleaning products and, most recently, Happy, a coffee brand co-founded with Robert Downey Jr.—will lead an interactive workshop on how to carve out a space for a new company or product. In addition to celebrating the winners of the Ad Age Breakout Brands awards, the event will feature a panel of three challenger brand executives, including Studs Co-Founder Lisa Bubbers, and explore their strategies for competing against larger established rivals. Buy tickets and see the latest updates at AdAge.com/BusinessofBrands. Check out the latest Ad Age events and award programs

How to compete in 2025—inside this year’s Business of Brands conference agenda

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