How Rare Beauty, McDonald’s, Cash App, Nuuly and others are driving the future of marketing

Marketing executives, founders, creators and other industry professionals will join Ad Age in New York on March 4-6 for the NextGen Marketing Summit, a three-day event exploring all things Gen Z, what’s new in direct-to-consumer marketing and how the creator economy is changing. Leaders from McDonald’s, Mondelēz, Bojangles, Kendra Scott, Rare Beauty, Nuuly, Cash App and more will discuss everything from the wild world of TikTok marketing and why it’s resonating to how restaurants and food brands are adapting to meet Gen Z’s preferences as well as forging meaningful partnerships between brands and creators. The event will also include a career forum, with panel discussions on how students and early career professionals can break into the industry and level up their careers. Representatives from Her Campus Media, the American Advertising Federation (AAF), Breaking and Entering Media and more will be at the event for networking opportunities and on-site career counseling. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today On day one of the conference, Kelly Amatangelo from Mondelēz International will join Zach Poczekaj from Dentsu Creative for a case study on how Nutter Butter embraces “unhinged” content and why the cookie brand’s absurdist humor is resonating with audiences. The team will discuss key takeaways for how to tap into the unpredictable style and how it can drive business. From plant-based options to social media-friendly presentation, Tom Boland, chief marketing officer of Bojangles, and Andy Rebhun, chief experience officer at Cava, will explore how restaurants and other food brands are rethinking their menus and marketing strategies to engage the next generation of consumers. In a fireside chat, Rare Beauty CMO Katie Welch will kick off the second day of the summit with a behind-the-scenes look at the DTC brand’s first global campaign and how its message of self-love influences younger generations. Gen Z Career Forum Get practical advice on launching your career and excelling in the industry Register today Executives Andrea Lisbona from Touchland, Michelle Peterson from Kendra Scott and Lindsay St. Clair from Bubble Skincare will take the stage to discuss how their DTC brands have pulled off successful collaborations—including Bubble’s partnership with Juice Press—and why the mashups appealed to their audiences. As Gen Z and millennials prioritize sustainability, Steven Tristan Young from Poshmark and Kim Gallagher from Nuuly will examine resale models, upcycling, sustainable sourcing and how second-hand marketplaces are shifting to meet consumer expectations. From innovative savings tools to creative approaches to credit and financial education, executives from Cash App, Arro and buy now, pay later company Zip will discuss how financial brands are evolving to keep up with the values and habits of young spenders. On the final day of the conference, McDonald’s will take the stage to share how it is evolving its creator and influencer marketing approach as the strategy matures. VaynerMedia will host a conversation on the rise of social commerce and its role in driving purchases. Becky Owen, chief marketing officer of Billion Dollar Boy and Rogier Vijverberg, co-founder of SuperHeroes, will take a closer look at AI’s impact on the creator economy, examining everything from the implications of virtual influencers to how human creators are embracing—or resisting—new tech tools. Creators turned entrepreneurs Ashley Alexander of matcha brand Nami Matcha and Bryan Reisberg of Little Chonk (and Maxine the Fluffy Corgi), and Victoria Bachan, global president of creator management company Sixteenth will chat about how creators can transform their personal brands into thriving businesses, balancing the roles of both creator and CEO. See the latest speakers, sessions and details and buy tickets at AdAge.com/NextGen2025. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

How Rare Beauty, McDonald’s, Cash App, Nuuly and others are driving the future of marketing

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