Why Chasing Vanity Metrics Is Killing Your Social Strategy: Richelle Batuigas, EVP, Viral Nation

Wyclef Jean on Owning the Future of the Creator Economy

In this episode of Adspeak by ADWEEK, host Madeline Nelson sits down with Wyclef Jean and Jaeson Ma for a live conversation from BrandWeek about the future of the creator economy. The discussion explores how OpenWav is helping artists break free from streaming algorithms and traditional gatekeepers by enabling direct ownership of fan relationships, data, and revenue.  Wyclef and Jaeson explain why smaller, highly engaged communities are becoming more valuable than mass audiences, and how independent creators can build sustainable businesses through exclusive content, merchandise, and direct-to-fan experiences. The episode also examines what this shift means for brands seeking more authentic partnerships with creators and niche communities in 2026.  What You'll Learn: * How the "1,000 True Fans" model generates more revenue than streaming platforms  * Why direct-to-fan commerce is the antidote to platform dependency  * The framework for building authentic engagement beyond clicks * How on-demand manufacturing and supply chain technology eliminate inventory barriers for independent creators * Why bigger isn't better in 2026, smaller, intentional communities drive higher monetization * How brands can partner with OpenWav for competitions, exclusive drops, and co-branded initiatives About the Guests: Wyclef Jean is a legendary music artist and engineer with decades of experience navigating the music industry from independent artist to Grammy-winning performer. Known for co-founding The Fugees and pioneering independent production methods, Wyclef brings an invaluable perspective on artist empowerment and creative ownership. Jaeson Ma is the CEO at OpenWav and a tech investor and entrepreneur who founded ADA Rising, one of the fastest-growing independent digital music labels, and serves as a key architect behind OpenWav, a platform designed to empower artists through direct fan engagement and commerce. With expertise bridging technology, supply chain innovation, and creator economies, Jason has invested in transformative platforms, including early-stage investments in Musical.ly (which became TikTok). Madeline Nelson is a music industry executive, entrepreneur, and advocate for independent artists with more than two decades of experience. She is the founder and CEO of Purple Cow Innovation, a women-led agency and consultancy focused on music, entertainment, and brand strategy. Previously, she served as U.S. Head of Independent Label Relations at Amazon Music, overseeing partnerships with hundreds of independent labels and distributors. Guest Resources: * Wyclef Jean on Instagram [https://www.instagram.com/wyclefjean/] * Wyclef Jean on LinkedIn [https://www.linkedin.com/in/wyclefjean/] * Jaeson Ma on LinkedIn [https://www.linkedin.com/in/jaesonma/] * Madeline Nelson on LinkedIn [https://www.linkedin.com/in/madeline-nelson-ba640467/] * OpenWav Website [https://openwav.ai/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

From Passion Project to Pantry Staple: Brooklyn Peltz Beckham

In this episode of Adspeak by ADWEEK, host Zoe Ruderman, Chief Content Officer at ADWEEK, sits down with Brooklyn Peltz Beckham to unpack the unconventional strategy behind building Cloud 23 into a credible, long-term consumer brand. Rather than relying on celebrity hype, Brooklyn spent four years obsessing over product design, packaging, and quality to create a condiment brand built on authenticity and repeat purchase behavior.  He explains why organic growth matters more than launch spikes, how selective partnerships with brands like Airbnb and Whole Foods strengthened credibility, and why saying no to misaligned opportunities protected long-term brand equity. The conversation also explores founder-led storytelling, experiential marketing, and the importance of designing brands with generational legacy and multi-category expansion in mind from day one.  What You'll Learn: * How to resist the vanity project trap by designing every detail yourself * Why controlled growth beats explosive launches * The partnership vetting framework that protects brand equity * How to leverage founder credibility strategically through experiential partnerships  * The repurchase metric as your north star for success * Why multi-category expansion with intentional rollout builds dynasty-worthy brands About the Guest: Brooklyn Peltz Beckham is the founder and creative director of Cloud 23, a premium condiment brand launched after four years of meticulous product development. With a background in photography and design, Brooklyn brings a distinctly creative approach to brand building, overseeing every detail from bottle design to ingredient sourcing.  Guest Resources: * Brooklyn Peltz Beckham on Instagram [https://www.instagram.com/brooklynpeltzbeckham/] * Cloud 23 Website [https://www.c23.com/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Beyond the Meat Stick: How Chomps Built a Brand with Emotional Bite

In this episode of Adspeak by ADWEEK, host Ryan Joe sits down with Stacey Hartnett, SVP of Brand and Marketing at Chomps, for a conversation recorded live at Brandweek. They explore the strategic journey of how a "scrappy startup" moved from a purely direct-to-consumer performance marketing play into a powerhouse brand that competes with industry giants. Stacey details how Chomps successfully shifted the perception of meat sticks from "mystery meat" to a high-quality protein staple by obsessing over their community and finding an unexpected primary audience: Zillennial moms. The discussion dives deep into the mechanics of scaling, including the evolution from functional messaging to emotional storytelling, the role of retail media networks like Amazon, and the brand's bold testing of high-impact cultural moments like Thursday Night Football. Packed with practical insights on research-led pivots and maintaining "social currency," this episode provides a blueprint for any brand looking to expand its reach without losing its core identity. What You'll Learn: * How to transition from ROI-focused performance media to long-term branding. * The strategy behind identifying and leaning into a surprising 70% female audience. * How to evolve messaging from functional product attributes to emotional connection. * The role of "experiential" marketing in taking tasks off your consumer’s to-do list. * Testing high-impact media like the NFL and Dancing with the Stars. * How to build brand loyalty that withstands the threat of private label competitors. About the Guests: Stacey Hartnett is the SVP of Brand and Marketing at Chomps, where she has spent over six years helping scale the brand from a niche D2C player to a major retail presence. With a background starting on the media side, she has been instrumental in navigating Chomps' disciplined growth, overseeing its transition into emotional storytelling and high-impact brand awareness campaigns. Under her leadership, Chomps has cultivated a dedicated community known as the "Champions". Ryan Joe is the Editor in Chief at ADWEEK and the host of the Adspeak podcast. In his role, he leads the editorial direction of the publication and facilitates high-level conversations focused on the mechanics of power and influence within the advertising and marketing industries. As a seasoned reporter and host, he specializes in reporter-led storytelling, providing listeners with practical "masterclasses" through interviews with the industry's most influential leaders. Guest Resources: * Stacey Hartnett LinkedIn [https://www.linkedin.com/in/stacey-hartnett-berger-6b2aa124/] * Chomps Official Website [https://chomps.com/] * Ryan Joe LinkedIn [https://www.linkedin.com/in/ryan-joe-9b97947/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

The $15 Trillion Audience Marketers Still Treat Like An Afterthought

In this episode of Adspeak by ADWEEK, Jennifer Meehan joins 55+ creators Stewart Reynolds (Brittlestar) and Granny Guns for a sharp conversation on one of marketing’s biggest blind spots: older audiences. Despite controlling nearly half of global spending power, the 55+ demographic receives only a fraction of advertising investment. The discussion explores why older creators consistently outperform younger influencers in authenticity, trust, and cross-generational appeal.  Stewart and Granny Guns explain how genuine creator-brand alignment drives stronger engagement and purchase intent, while Jennifer highlights the industry’s outdated assumptions around aging consumers. The episode also examines how poor representation of older adults in advertising erodes trust and limits brand relevance. From redefining “aging” as “longevity” to embracing intergenerational influence, the conversation offers marketers a practical roadmap for connecting with audiences that brands have underestimated for far too long.  What You'll Learn: * Why 55+ audiences control nearly 50% of global spending power but receive only 5-10% of marketing budget allocation * How to leverage older creators for intergenerational influence * The trust multiplier effect * How to identify brand-creator alignment as the foundation of influencer marketing  * Why representation in advertising directly impacts brand trust erosion * The strategic repositioning framework About the Guests: Jennifer Meehan is an EVP of Brand Marketing at Edelman, specializing in demographic trends, consumer behavior, and inclusive marketing practices. With expertise in trust research and generational marketing, she has identified critical blind spots in how brands approach older audiences.  Granny Guns is a fitness influencer and sponsored athlete, recognized as the most followed older female athlete in fitness and the oldest sponsored female athlete globally. With 4.5 million followers across platforms, she transformed her fitness journey, starting at age 58 into a powerful multi-generational movement that resonates with audiences from teens to retirees.  Stewart Reynolds (Brittlestar) is a content creator and digital entertainer who has built a multi-generational audience of millions through humor, family-centric storytelling, and universal entertainment across platforms like Vine, TikTok, and Instagram. Launching his career at age 43, he pioneered the "pub joke" approach to content, humor accessible to grandparents, kids, and everyone in between, proving that age is no barrier to viral influence and cross-demographic reach. Guest Resources:  * Granny Guns on Instagram [https://www.instagram.com/granny__guns/] * Stewart Reynolds on LinkedIn [https://www.linkedin.com/in/brittlestar/] * Jennifer Meehan on LinkedIn [https://www.linkedin.com/in/jenniferannmeehan/] * Edelman Website [https://www.edelman.com/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Purpose and Practice: Transforming Health Brands for the Modern Consumer

In this episode of Adspeak by ADWEEK, host Jenny Rooney speaks with Jason White (Board Member at Caldera Arts), Lina Polimeni (SVP and CMO at Eli Lilly and Company), and Nita Danielle (Content Creator and Influencer) about how health brands can earn trust in a skeptical, consumer-driven world. The conversation explores why pharmaceutical marketing must move beyond clinical messaging toward authentic storytelling, cultural relevance, and human-centered brand building.  The guests discuss how AI can support personalization and operational efficiency without sacrificing authenticity, and why brands should participate in unexpected cultural spaces like sports, fashion, and entertainment to make health conversations feel more natural. They also examine the growing role of creators in destigmatizing wellness topics through honest, relatable storytelling. Packed with insights on positioning, personalization, and purpose-driven branding, this episode offers a modern blueprint for building health brands that consumers genuinely connect with.  What You'll Learn: * How to position your health brand beyond category limitations * Why AI should enhance authenticity, not replace it  * The "Unexpected but Necessary" cultural placement strategy * How to use creators and influencers to destigmatize health conversations * The first-party data and personalization framework for pharma  * How 21 years of brand consistency reveals sustainable competitive advantage About the Guests: Lina Polimeni is the SVP and Chief Marketing Officer for Eli Lilly Consumer Division, bringing over 21 years of expertise in pharmaceutical marketing and brand transformation. With a background spanning from sales to digital marketing innovation, she has pioneered patient-centric strategies that reposition Lilly as a medicine company focused on human wellness rather than product transactions. Jason White is a Board Member at Caldera Arts, and he specializes in transformative brand strategy and creative campaigns that spark cultural conversations. Jason has also served as the President at Wieden + Kennedy. With a career built on redefining consumer relationships, from his early work on Pepsi to acclaimed campaigns like "Thank You Mom" for P&G, he brings a consumer-centric lens to the pharmaceutical industry. Nita Danielle is a full-time content creator and influencer focused on style, fashion, confidence, motherhood, and health and wellness storytelling. With a dedicated audience that values her authentic, non-linear approach to personal journeys, she brings creator credibility to healthcare brand partnerships. Guest Resources:  * Nita Danielle on Instagram [https://www.instagram.com/thenitadanielle/] * Lina Polimeni on LinkedIn [https://www.linkedin.com/in/lina-polimeni/] * Eli Lilly and Company Website [https://www.lilly.com/] * Jason White on LinkedIn [https://www.linkedin.com/in/jwhitelikes/] * Caldera Arts Website [https://www.caldera.org/] ---------------------------------------- Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.