Brands are showing up as bespoke smells, signature sounds, crafted tastes and other 3D experiences…and it’s far from a fleeting novelty. In this talk, Strategy Director Jess Watts will dissect culture and explore what’s driving a new era of brand expression, why we as marketers need to think beyond the traditional media scope of ads, and how to hone our skillset outside of advertising to succeed in a changing, experience-driven world.

About Jessica:
Jess Watts is Director of Strategy, most recently at Santa Monica-based agency RPA. She has led brand development for a wide range of beloved brands, such as Universal Studios, MGM Resorts, Southwest Airlines, TikTok, and Farmers Insurance, and was named one of Business Insider’s Rising Stars of Madison Avenue. The last nine years of her career has been spent learning about people—their beliefs, desires, and motivations. She co-authored a major research study on Generation Z (https://identityshifters.rpa.com/), and has been quoted in Forbes, ADWEEK, MediaPost and more.