The marketing world isn't suffering from a lack of information. It's suffering from a lack of clarity. 

In this opening session, we'll take stock of the signals shaping the future of marketing—from AI and customer behavior to brand trust and measurement—and explore which shifts are truly changing the game versus which are simply generating headlines. 

Together, we'll establish a shared understanding of the opportunities, tensions, and questions that will frame the conversations throughout the day. 

Some of the most memorable marketing comes not from larger budgets, but from sharper ideas. In a world where many organizations have more resources than ever, why do so few create work that surprises, delights, or generates buzz? 

Led by Steve Palec, this session explores how marketing leaders can bring the creativity, agility, and boldness often associated with startups into larger organizations without sacrificing strategy, professionalism, or brand integrity. 

Together, we'll examine how to create disproportionate impact with the resources already available to us. 

Everyone wants to talk about the death of the funnel. But customers still move through a decision-making process. They still discover, evaluate, compare, and choose. 

What has changed is their willingness to believe. 

In an era of misinformation, algorithmic influence, endless choice, and declining institutional trust, skepticism has become the default setting for many consumers. The result is a growing trust gap between organizations and the people they hope to reach. 

Led by Wyatt Tinder, this interactive session explores how trust is reshaping the customer journey, why credibility is becoming a competitive advantage, and what marketing leaders can do to earn belief before they ask for action. 

Every marketing team has faced the question. 

A trend emerges. A cultural conversation gains momentum. An opportunity appears to capture attention. 

Should we participate or stay out of it? 

Using Johnsonville's 2024 Keep It Juicy campaign as a case study, Jamie Schmelzer offers a behind-the-scenes look at how brands can engage with culture in ways that feel timely, authentic, and strategically aligned without compromising trust. 

Together, we'll explore the frameworks, guardrails, and decision-making processes that help marketing leaders determine when joining the conversation creates value—and when silence may be the smarter strategy.