Below is a round-up of the insights culled from our programming, plus takeaways and opportunities for marketers in the year ahead.
More and more, brands are becoming defined by how they respond to evolving consumer needs.
To create more value for customers, focus on extending offerings beyond the product. Try leveraging different media strategies — from social media to e-commerce to in-store — to remove friction throughout the shopping journey. Publish content that informs and inspires customers, thus catalyzing long-term brand love, and experiment with AI to better understand and respond to customers’ needs.
“Consumers are looking for inspiration across channels: social platforms, e-commerce, and in-store. AI and personalization help us create a truly interconnected shopping experience.”
CMO, The Home Depot
Molly Battin
When it comes to developing deeper connections with consumers, personalization is all the buzz.
Personalization — a hot topic at our Marketing Reinvented program — encompasses digital and real life experiences designed to engage niche or diverse customers. Access to good first-party data, coupled with the right AI tools, is core to developing and deploying personalized experiences at scale. And you can't neglect consumers' expectations for data privacy.
“With AI, we can use advanced data to meet consumer needs in ways we couldn’t before. But this requires breaking down silos and fostering collaboration across teams and industries.”
Vice President, Digital Marketing & Media, Kimberly-Clark
Luke Kigel
“AI is a tool, not a replacement, for the human storytelling that drives deep connections with audiences.”
Partner and Co-Head, UTA Entertainment Marketing
David Anderson
Commerce media is a booming ecosystem, but with few rules and roadmaps.
Comprising some 250 retail media networks, the marketplace is exciting yet complex for buyers. Marketers should prioritize commerce media that improves a customer’s overall shopping experience. Different channel mixes will support various brand goals, and it’s crucial to get accurate data back from retail media partners to track performance. Harness AI to analyze vast amounts of first-party customer data, collaborate transparently with partners to identify the right places to invest, and set up reliable feedback loops on what’s driving brand and consumer growth.
“Commerce has exploded in store, on social, and on e-commerce sites. Our job is to make it as easy and relevant as possible for consumers to buy where they want to buy.”
CMO, Samsung Electronics America
Allison Stransky
“Partnerships and differentiation are key to standing out in the crowded retail media landscape. At Sam’s Club, we’re focusing on creating unique, personalized experiences that make shopping fun and engaging while building meaningful relationships with our members.”
Vice President and General Manager, Sam’s Club Member Access Platform
Harvey Ma
“A hope for 2025 is a clear delineation between retail media and retail data, and a focus on the unique points of difference in data offerings.”
Vice President, Integrated Marketing, Campbell Soup Company
Marci Raible
The J.M. Smucker Company’s Kelly Sweeney (Director, Integrated Media) — whose portfolio includes brands like Uncrustables, Cafe Bustelo, and JIF — shares how her team reorganized their marketing disciplines to better strategize retail media investments.
Forging the Future of Marketing at CES’ C Space
From building unforgettable brand connections to rising above the AI hype, our Marketing Reinvented track delivered real-world, actionable insights from C-level leaders in media, advertising, entertainment, and tech
Breakthroughs in video technology offer marketers new ways to engage with audiences. Streaming is at the center of it.
In 2025, streaming will become an even bigger force in culture as live sports, music, and gaming events flood these platforms. Marketers need to find their way in — and understand which tools, from interactive advertising to innovative video tech, are right for them. And they need to kick-start and engage in conversations around these cultural moments, too.
“We have a saying at MediaLink that the best companies in the world know how to harness the power of culture-making moments. Today, these cultural moments disproportionately happen in live events. And increasingly, those live events take place on major streaming platforms. The Olympics, the ‘Beyoncé Bowl,’ and ‘Thursday Night Football’ are perfect examples of how streaming is redefining what it means to be part of a cultural moment.”
Partner and Managing Director, MediaLink
Christopher Vollmer
Doug Jossem, Head of Food Walmart Connect, shares how Walmart’s acquisition of VIZIO will benefit consumers’ shopping experience.
Think of creators not as influencers, but as their own media channels.
From reaching diverse audiences to amplifying a range of brand narratives, creators do more than push products. Leverage them as co-creators in storytelling and trust them as experts on what will break through on different social platforms — and with different audiences.
“I’m excited about moving away from the traditional notion of ad units. For Dr Pepper, we’ve seen magic happen with Fansville, which has become so intertwined with college football culture that it doesn’t even feel like an ad anymore. That’s the power of blending content and context authentically.”
CMO, Keurig Dr Pepper
Drew Panayiotou
“When we work with creators, it’s about building a narrative that resonates. We collaborated with a triathlete who’s a new mom, highlighting how our products genuinely help her recovery and performance. It’s about telling her story, not just selling a product.”
CMO, Therabody
John Solomon
“Creators have moved beyond being tools for amplification. They’re becoming integral to the culture surrounding those brands.”
Partner and Managing Director, MediaLink
Andrea Kerr Redniss
Uphold different kinds of creators to different sets of expectations.
Authenticity, trust, and flexibility should always be top of mind for marketers engaging in the creator economy. Brand leaders need help on crafting guidelines that set up micro-influencers and major creators alike for success, such as standards for brand safety, creative liberty, content evaluation, and ongoing collaborations.
“Brands are being forced to create much deeper relationships with their creator community.”
Senior Director of US Marketing, Devices & Services, Google
Zach Overton
The best sports marketing is an epicenter for innovation and puts fans at the center.
From women’s sports surging in popularity to tennis, Formula 1, and (in the U.S.) soccer going mainstream, the sports landscape is expanding dramatically. Brands that authentically embed themselves now will win in the long term, as these once-niche sports will only get bigger. It’ll require activating thoughtfully with fanbases, from partnering with teams in unexpected ways to developing more cross-cultural partnerships to elevating in-stadium experiences.
“We’re bringing women’s sports to life on Peacock with the same technology and storytelling we use for other major events.”
President, Advertising & Partnerships, NBCUniversal
Karen Kovacs
“PacSun's partnerships always center on four pillars of culture: fashion, music, art, and sports. We consider the importance of community engagement and authenticity in partnerships, aligning with PacSun's mission to inspire the next generation.”
Chief Merchandising Officer, PacSun
Richard Cox
“The relatively low cost of entry for women’s sports allows brands to get involved early and build a long-term presence. This commitment is paying off with higher ratings and increased interest.”
Chief Investment Officer, GroupM US
Matt Sweeney
“We’re creating everyday touchpoints for fans. When brands align with these efforts, they’re building loyalty with audiences who appreciate their investment.”
Executive Advisor, iHeartMedia
Gayle Troberman
Vistar Media’s Katy Higgins (Executive Vice President, West) shares one of her highlights from attending “Links by MediaLink: Scoring Big: The Evolution of Sports Marketing and Entertainment.”
Links by MediaLink
Inside our closed-door conversation series for industry leaders, featuring spirited discussions, insightful panels, and candid roundtables
Stop talking about AI and start testing it.
2024 was the “year of wow.” 2025 needs to be the “year of how.” Think beyond generative AI — AI comprises more than that, and marketers should explore applications tied to mission-critical initiatives. Agencies need to adapt by becoming facilitators of AI integration, helping brands harness the technology to develop new customer experiences while advising on creative innovation and strategic direction. Expect challenges in adoption and implementation (failure here is a good thing) and give teams freedom to experiment.
“Organizations are starting to see the value AI brings to the table, but there’s still a long way to go before it’s fully embedded into every aspect of marketing.”
Partner and Managing Director, MediaLink
Mark Wagman
“It’s not about out-AI-ing tech companies; it’s about leveraging AI to support our human-centric brand values.”
CMO, Hilton
Mark Weinstein
“We’re seeing a divergence in how AI is applied across B2B and B2C. On the B2C side, generative AI is having a much greater impact, especially in creating personalized, engaging content. Agencies need to adapt to this shift to stay relevant.”
President, Basis
Tyler Kelly
“Mistakes are part of the journey, and the insights we gain from them are invaluable.”
CMO, The Weather Company
Randi Stipes
Gen Z and Gen Alpha are reshaping marketing in real time.
By 2030, Gen Z will enter its peak earning years. Meanwhile, three in four teenagers spend most of their time on YouTube. (In other words, video — not content — is king.) For young consumers, buying decisions are interlocked with values, identity, and community. Marketers can’t just chase trends; they need to focus on what fuels the passions of Gen Z and Gen Alpha. And “digital-first” will forever be the norm.
“Gen Z sees their purchases as an extension of their moral compass. It’s about integrating values into every touchpoint without coming across as performative.”
EVP of Commercial Strategy, My Code
Alexandra Kennedy
“Don’t think about Alphas as mini Gen Zs. In a global study, we found that Gen Alpha loves Amazon, Apple, and Nike — brands traditionally associated with adults. Gen Alpha’s expectations are incredibly sophisticated.”
President, Razorfish
Dani Mariano
“You can’t just slap a logo on a screen. Gen Z and Gen Alpha demand high-value integration. Brands need to prove their value and earn their place in their lives.”
CEO, NowThis
Sharon Mussalli
Scenes From MediaLink’s Annual CES Executive Dinner
Grammy winner Meghan Trainor headlined an energizing performance at Fontainebleau’s LIV
