Brandweek Threw the Doors Open—and Marketers Stepped Through

“Don’t punish your workforce for suggesting doorways that might violate current doorways. Search for alternatives to be collaborative and artistic.”This straightforward recommendation from podcaster Jonathan Fields, which he shared in a session at Brandweek final week in Atlanta, was not only a useful tip for each chief within the room; it was symbolic of your complete three-day occasion, which felt like an actual re-set of the trade’s tone. The session, referred to as “Navigating Uncertainty,” was a humorous, informative, and deeply human presentation on the right way to assist your workforce keep optimistic and ingenious in tough instances. This was a theme current all through the convention. I used to be lucky to talk at Brandweek this 12 months. Normally, my schedule requires me to zoom in and zoom out of occasions. This 12 months, I deliberately carved off a little bit of house to remain, hear, observe, and meet after my session. One thing informed me that I’d discover one thing price bringing residence right here. The reality is, I discovered one thing fairly uncommon in our trade as of late: unbridled optimism. On the finish of Brandweek, I felt not simply higher ready for the longer term; I felt much more excited to greet the approaching years with the vitality of an innovator’s spirit. The shifting sands of AI, consolidation, and cultural uncertainty have left all of us feeling just a little jumpy. (That is likely to be the understatement of the 12 months.) However whereas Brandweek acknowledged these shifts, it made them really feel extra like doorways opening than doorways closing. I felt creativity in each dialog, each encounter, each speak I attended. It was one of the best form of creativity—explosive, curious, the sort that appears at what’s, after which, with a mischievous smile, proposes what may very well be. Pumping up ATLI was shocked to seek out that one among my favourite periods was a shameless pump up present for Atlanta. That includes Jason Ippen from Georgia Pacific, Alex Ames from Coca-Cola, Tonya O’Connel from IHG, and moderated by Paul Carpenter of AMA Atlanta, the session centered on the facility of Atlanta’s creativity. Right here was a panel of 4, high-level entrepreneurs arguing why town they beloved was nicely on its technique to being the following breakout. Ivan PiedraTheir pleasure was infectious. They cited the strong native school system that offers Atlanta entry to rising expertise. They talked in regards to the tax incentives of taking pictures on the town, which brings Hollywood to their doorstep. They dove into the group of creatives who moved on from Turner to unfold their vitality and data by means of the trade. Variety. Drive. Kinship. One of many panelists stated, “Creativity requires humanity, and that’s the place we now have a bonus.”In entrance of an viewers of lots of, I noticed Atlanta GOING FOR IT. Taking an opportunity to re-imagine itself as the following inventive capital of the world. Doorways. Broad. Open.Doorways OpenElizabeth Banks and her companion, the spectacular Marian Leitner-Wald, mentioned figuring out a gap within the market—simple, single-serve wine codecs—and being rigorous about delivering it with Archer Roose Wines.  Once I noticed a film star argue for issues like model constancy, velocity over quantity, or distributing the product extra like a beer, it made me notice something was potential in 2025’s panorama. Doorways open.Allyson Felix and her brother Wes Felix talked about creating the Pampers Nursery on the 2024 Olympic Video games. They requested: What function can the model credibly play on the Olympics? difficult the corporate to do one thing genuine. It felt extra like a mantra you’d hear from a profession advertising workforce than two skilled athletes. Doorways open.In my session, we mentioned the probabilities we took with our consumer Brawny to evolve legacy IP for contemporary instances. By re-casting the Brawny Man with an improv actor, we have been capable of flesh out the character past the 2-D and convey him to life briefly bursts of social media leisure. His improv chops assist us make chunks of property in much less time, and react to rising traits with amusing. Who knew, the Brawny Man is definitely adorably humorous? Doorways open.  There have been even creatives flocking to panels to find out about deep information analytics. That features me, however I additionally noticed an govt producer and an in-house inventive buddy of mine observing the identical panel. When creatives study information, who is aware of what’s potential?  I left Atlanta reminded that creativity isn’t simply what we do—it’s how we transfer ahead. After we select to open doorways as an alternative of guard them, we create house for one thing extraordinary. We create house for chance.