Retail media is reshaping how marketers think about the entire landscape of occasions for communicating with customers. But it’s not the only new, rapidly growing, game in town. The boldest CMOs will take the New Market stage to share how they are throwing out old gameplans in favor of new approaches to creating and executing their media plans. Fun fact: sometimes the best plan is to improvise! 

The meteoric growth of retail media (or, more broadly, commerce media) is driven by a combination of first-party data and measurement accountability. But where retail media gets exciting is at the frontiers of the space, including video and other engaging creative, going off-site, and extending retail media’s reach in-store. Some of the greatest architects of retail/commerce media will share perspectives on the current state of the art, as well as where the industry is going.

Content and shopping are merging in exciting ways to create seamless, engaging retail experiences. Consumer brands and retailers are finding new ways to turn storytelling into a powerful sales tool, and at the same time, media companies are seamlessly integrating commerce into their core entertainment and information offerings. The three conversations on this dynamic New Market session will explore how content is transforming the shopping journey -- and vice versa.

Retail media has opened the door to creative team-ups between retailers, data wizards, media moguls, and more. But it’s not perfect. We're excited to feature senior leaders from top consumer brands, sharing how retail media is changing their game plans – but also their frustrations, unmet needs, and dreams as they pursue more perfect partnerships.

Marketers and shoppers both feel a degree of nostalgia for the old 30-second spot. We all (if we’re over 40) remember some incessant earworm jingle from a TV commercial of our childhoods. But the new market has no patience for :30s, and nostalgia’s only useful for hawking yesterday's products. The New Market is excited to feature a CMO at the forefront of rethinking sight, sound, and motion in their campaigns, creating spots that are flexible, immersive, and utterly memorable.

Although we don’t live in the metaverse yet, there’s no denying the power of immersive worlds as places where key customer segments are spending an increasing amount of their time and attention. And if customers are there, brands will be too. The New Market will feature pioneers exploring innovative ways to interact with their customers in virtual worlds, and, at times, in new times and places in the real world as well.

Brand marketers must reshape how they tell stories as new media create new modes of storytelling, as consumer attention spans shift and fragment, and as the culture evolves. But the importance of storytelling in persuading customers to pick this brand over that one, to buy this product or not, has never been more important. Leaders doing brilliant work on telling their brands’ stories in moving, meaningful ways will share how they create the brief, assess options, and make bold choices.

The past decade has transformed the ways that consumer brands work with talent – the spectrum from stars of stage and screen to digital creators and influencers. As social media use shifts and fame and influence wax and wane, how should today's marketer be evaluating who represents their brand? We'll feature senior marketers highlighting their new approaches to creator partnerships.

The old language of the purchase funnel, gross rating points, impressions, and ROAS hasn’t kept up with fast-changing times and technologies. But if the old jargon doesn’t work, how do we find shared language and standards for marketing success in a world filled with ever-changing channels and technologies? Four top CMOs will share their candid views of how they define marketing effectiveness, and how they are tracking what’s working.

The New Market will feature a fireside chat with the CEO of a brand that has mastered emerging platforms, channels, and media. They’ll share how they keep up with the changing media landscape, bets they’ve made, and what excites them in the world of tomorrow’s new media.

Until GenAI takes all our jobs (five years?), we’ll still need human beings to help plan, executive, and measure marketing. Given the continued importance of human resources, The New Market will feature the CMO of an iconic consumer brand sharing how she evaluates up-and-coming talent. Who is marketing’s next generation, and what are the skills and capabilities that will define their career success?

Three visionary agency leaders will share their sharpest insights into the future of their trade. How has retail media changed the game? What applications of generative AI are moving the marketing needle? What is the role of the agency of tomorrow? This fast-faced conversation will change your view of The New Market, and the players who participate in it.

Consumer brands today aren’t delivered, fully baked, to waiting consumers. Instead, they are the product of an ongoing dialogue between the brand and its audience. We’ve invited executives from companies that are adept at speaking with rather than at their customers. They’ll share how they’ve leveraged these conversations to re-shape their approaches to storytelling, and create products and opportunities.