Artificial Intelligence feels like magic.

Draft a smart prompt, and presto! ChatGPT conjures up your blog posts, crafts your email campaigns, and devises your LinkedIn strategy. You can even commission Google's Gemini to respond to intricate customer inquiries!

AI is truly awe-inspiring.
But most AI-generated content, emails, and strategies are generic at best - and nonsense at worst.

That is - until you start building your Digital Doppelgänger.

Your Digital Doppelgänger is your AI-powered creative collaborator. Your virtual twin. They're your brainstorming partner, confidant, writing counterpart, and strategic advisor.

Your Digital Doppelgänger isn't just AI.
They are IA - Intelligence Augmentation.
They don't replace your skills.
They enhance your talents.
(Of course, they have the power to destroy too.)

In this exhilarating 45-minute session, Andrew Davis (and his Digital Doppelgänger) will show you how to build your very own AI-powered creative collaborators. He'll show you the four-step iterative process one savvy marketer uses to augment their unique writing style, saving 39 valuable working hours. You'll even witness AI's power to destroy trust and learn the only way to avoid it.

Most importantly, Andrew will demonstrate why AI can make YOU more valuable than ever.

So, are you ready to create your first Digital Doppelgänger?

Branded content offers unique benefits for advertisers, which should mean it is the most valuable revenue stream for publishers. However despite its high value, it represents a very low percentage of the $1tn of global client spend. Why is that?

In this keynote, Luke Spano, CEO of Avid Collective, will uncover the five major barriers preventing publishers from scaling branded content revenue. He’ll reveal how overcoming these challenges is the key to driving significantly greater advertiser investment and increasing the demand of NAI publishers’ branded content.

Join this discussion to discover a smarter, scalable path forward that empowers publishers to future-proof their branded content revenue and really unlock its full  potential. 

In the old days (read: 2015) "think like a publisher" was the answer to engaging audiences. Today, it's "think like a creator." The Creator Economy isn't just an emerging trend—it's redefining publishing and advertising alike. Powered by sophisticated audience development tools and direct fan relationships, Creators have evolved beyond mere influencers into entertainment brands, businesses, and agencies shaping media's future. We're already seeing brands across industries, even in heavily regulated sectors like healthcare, warming to this approach and embracing creator partnerships for their authenticity and engagement potential. For publishers, this shift represents a strategic opportunity, not a threat, as creators have mastered authentic connection and content distribution in ways that traditional publishers can adapt.

In this presentation content and advertising industry leader Lars Bengston (Chief Content Officer, Havas), will decode the success principles behind creator-driven content while examining real-world case studies of brands partnering with creators. Through actionable insights, we'll explore how publishers can position themselves at the intersection of brand objectives and creator capabilities, either by developing in-house talent, strategic partnerships, or adopting creator-inspired strategies that deliver the transparency and engagement today's native advertising demands.

You'll leave this session with:

• A clear understanding of how the creator economy is reshaping native advertising and brand spending.
• Actionable insights on leveraging creator partnerships for authentic engagement and audience development.
• A strategic approaches to integrate creator-driven content into traditional publishing and advertising frameworks.

AI is transforming the way brands and publishers create content—but at what cost? While some media companies are forging partnerships with AI firms to enhance efficiency and scale, others are fighting back, citing copyright concerns and ethical risks. In this panel, we cut through the hype and controversy to uncover the true impact of AI on branded content and native advertising.

Join industry leaders as they debate the opportunities and challenges AI presents, from personalization and automation to authenticity and trust. We’ll discuss practical use cases, ethical considerations, and the evolving legal landscape, helping you navigate AI’s role in content marketing today—and in the future.

This panel will be moderated by: Hosted by Megan Gilbert, Vice President at FORTUNE Brand Studio (US) 

Panelists: 

• Nyasha Shani Foy, Business and Legal Affairs Executive at Nyasha S. Foy, Esq.
• Joe Lazer, CMO (Fractional) at Pepper Content
• TBD

Branded content isn’t just an alternative to traditional advertising—it’s a dominant force in today’s marketing landscape. But why does it work so well, and where does it still struggle? In this session, you’ll uncover the true strengths (and weaknesses) of branded content, learn how a strategic shift in language and positioning can amplify your impact, and explore an often-overlooked revenue opportunity that smart publishers are already leveraging. Don’t miss this chance to refine your approach and stay ahead of the curve.

You will leave this session with:

• A clear understanding of what branded content truly excels at—and where it often falls short.
• Insights on how shifting your language and positioning can strengthen your market presence.
• The hidden revenue goldmine that some publishers are overlooking. 

Branded content has long relied on subject matter experts to establish credibility, particularly in B2B marketing. WP Creative Group initially leveraged industry leaders and researchers but later adapted to platforms like TikTok, where creator-experts became essential for effective branded storytelling. This shift proved successful for major brands such as United Airlines, Pfizer, and AT&T Business. As the focus on B2B content deepened, a new opportunity emerged—why not apply this model to LinkedIn?

This led to the development of Postworthy, WP Creative Group’s LinkedIn-first B2B Creator Marketing solution. Rather than relying on traditional influencers, Postworthy collaborates with real industry professionals—CTOs, healthcare administrators, and IT leaders—who bring firsthand expertise and credibility to branded storytelling. This session will explore how brands can leverage industry voices to create thought leadership that resonates.

You will leave this session understanding:

• The evolution of branded content—from subject matter experts to TikTok creators to B2B Creators on LinkedIn.
• The growing importance of trust and authenticity in B2B marketing and why traditional influencer models fall short.
• How brands can co-create thought leadership with industry professionals to drive engagement and credibility.

AI is here. Now what?
Two years ago, Schibsted Partnerstudio jumped headfirst into AI, determined to transform their content studio. Some things worked brilliantly. Some things… not so much. In this session, Mikaela Folkestad, CEO at Schibsted Partnerstudio will guide you through their AI journey. She promises to reveal and elaborate on three quite valuable insights "what we nailed, what we totally messed up, and what every content studio should stop wasting time on".

Expect real talk, no fluff, and a step-by-step AI playbook for content teams. 

You will learn:

• How AI actually fits into research & production

• The biggest AI mistakes we made (so you don’t have to)

• A blueprint for building AI into your content workflows

If you want to go from AI hype to AI results, this session is for you.

Brand Metrics has been measuring many thousands of content campaigns from across the world. This session will dive into the richness of this data, revealing when your content works, how to master driving outcomes and the best strategies to use for different campaign objectives.

Walk away with solid arguments on why brands should invest in branded content. Learn the mechanics behind driving brand outcomes, discover the best measurement practices, and tailor your strategy to fit different campaign objectives.

Great storytelling is just the start—selling branded content today means proving its impact, managing client expectations, and structuring deals that drive real business results. With mounting pressure on publishers, media agencies, and content studios to generate revenue, how do you make branded content an essential part of the marketing mix rather than a nice-to-have?

This session brings together industry pros who know what it takes to sell branded content that performs. We’ll dive into the strategies that actually work—from building client trust and pricing with confidence to aligning content with the KPIs that matter. Expect real talk on what advertisers want, the growing role of AI and data in sales conversations, and how to craft partnerships built for long-term success. Whether you're a publisher, creative strategist, or sales lead, you'll walk away with the insights (and edge) to close more deals—and do it smarter.

Branded content has typically been the nice to have of media revenue, but never the star of the show. Not anymore.
In this session, Ryan Hedditch, General Manager, Commercial Audio Visual & Content at NewsCorp Australia, pulls back the curtain on how they are turning branded content from an afterthought into a core strategic pillar, and why the real growth is just getting started.

Expect honest takes on the biggest hurdles, from internal buy-in to shifting advertiser expectations.  Most importantly, expect to walk away with clear, actionable insights on how to build, scale, and sell branded content in a way that  delivers real results. 
You will leave this session with: 

• Tactics to overcome internal resistance and align stakeholders 
• A clear strategy for enhancing your branded content proposition and improving the client experience
• A roadmap for integrating branded content into your commercial strategy

If you’re serious about making branded content a heavyweight revenue driver, this session is your cheat code. Don’t miss it.

We often see branded content as an avenue to sell products, but it can be just as effective in selling ideas. By putting a single credible expert in front of the camera, you can dive deep into complex topics and really start to change the way your audiences think. From choosing the right topic to crafting a clear argument and guaranteeing engagement, this session guides you through the process.

You will walk away from this session knowing: 

• How to decide if this format is right for your partner
• A step-by-step guide for turning a big idea into a finished video
• Platforms and KPIs: How to optimize your content for various distribution channels and guarantee meaningful engagement

Let's be real: long-form articles should be long-gone from your sponsored strategy. Brands are leaning into more engaging formats—scrollytelling, quizzes, dynamic visuals—while traditional tactics fade.

Join us as we discuss the challenges of scaling high-value branded content, what's working (and what's not), and how publishers can stand out with premium storytelling.

We are chatting about outcomes. What is it branded content is looking to create in the minds of its audience? How can being evidence-based about this help increase investment levels and strengthen the branded content community?

If we want more advertisers to invest in branded content, we need to ask: how easy is it for them to actually buy and run it? Are we removing the friction — or adding to it? Join Avid Collective for an open conversation on how publishers can improve ways of working and adopt technology and platforms to help make it easier for advertisers to plan and buy content campaigns

With clients under pressure to reach new and broader audiences, it’s crucial for studios to think beyond their publisher site. Drawing from their backgrounds on both sides of the media/brand world, Annie Granatstein and Kate Pfetsch will moderate a lively discussion with brand leaders on prioritizing social and other channels in native ad strategy.  

We’ll uncover:
    •    Why holistic plans deliver more value for your clients
    •    How native ad programs fit into overall brand campaign ecosystems
    •    How a cross-channel strategy drives client business objectives

Panelists:

• Jennifer Hartshough, Youtube Video Lead at Google 
• David Moss, Global Head of Content at Square
• Jody Raida, Content Consultant at Brand USA

Don’t miss the opportunity to hear from clients directly on what wins their hearts, minds and business; so you can craft more pitches that get the greenlight.

AI is redefining the digital landscape—but how can brands and publishers harness it to drive real consumer engagement? Learn how America’s largest publisher, Dotdash Meredith, teamed up with The Campbell’s Company, a 155-year-old brand powerhouse, to create a dynamic, AI-fueled content ecosystem.

Join the innovators behind this initiative as they demonstrate how they connected with key audiences through two distinct approaches: (1) a consumer-facing, generative AI recipe finder tool, and (2) an AI-powered trend analysis and recipe toolkit built on decades of proven content strategies.

Key topics will include:

• Personalization at scale: Using AI to deliver hyper-relevant content that drives engagement.
• Efficiency and the human/AI balance: AI can help streamline content production, but creativity is still a human endeavor. So how can brands strike the right balance between the two?
• Future-proofing content strategy: What’s next for data and AI-informed branded content.

Here at YouTube, we're seeing a fundamental shift in how brands connect with audiences, and we want to help you navigate it. YouTube is at the very heart of the creator economy, and we're not just a platform for ads anymore. To really succeed here, brands need to embrace content creation, just like the creators who thrive here. We're talking about engaging Gen Z, who are a huge part of our audience, and reaching people across all their digital behaviors. We've got the tools to help you do this, from Shorts to live streaming, and we're seeing great results with AI-powered campaigns. There's a ton of opportunity in our Upfronts, whether it's sponsorships or YouTube Select, and we're here to help brands become a key part of the YouTube experience.

From the beginning of a project through to execution, there are so many cooks in the kitchen: creatives, strategists, clients, production companies. And so many hurdles: squeezed budgets, scrunched timelines, alignment with brand initiatives, etc. Through stories of their own, panelists will share their experiences and learnings — good and bad — of how to create bold, exciting branded content despite all the challenges.

This panel will be moderated by: Kaylee King, Managing Director at Special Operations 

Panelists: 

• Kristine Francisco, Vice President for Design at Forbes Content & Design Studio
• Bria Bell, Vice President on the Payments — Industry Engagement Marketing team at J.P. Morgan Chase
• Alexander Hill, Executive Producer at USA Today
• Alex Koenig, I Creative Director & Brand Strategist | Consultant 

In a rapidly evolving media landscape, adaptability is everything. News24—South Africa’s largest publisher—is proving that a well-balanced revenue strategy is the key to long-term success. From subscriptions and affiliate content to events and awards, the company has mastered the art of revenue diversification.

Joining us from Johannesburg, News24 Publisher Jerusha Raath will share her playbook for building a resilient, scalable revenue mix. You’ll walk away with insights on how to:

• Create new revenue opportunities in a challenging media environment
• Scale without compromising on trust
• Structure your team for commercial success
   

In a world where audiences may struggle to discern the value of anything, reputation is everything. But the rules of corporate reputation have changed – and will change again (and again). How do you help a client undergoing reputational challenges authentically tell their story while mitigating further damage?

As traditional earned media continues to contract and change, custom content partnerships have an increasingly important role to play in helping clients effectively communicate to target audiences, share impactful stories and improve reputation.

During this session you’ll learn:

• Factors clients may consider when choosing the right content partner for reputation building
• How to create trust with clients that leads to impactful content
• How clients are measuring success when (re)building reputation through custom content
  
   

In today’s hyper-saturated media landscape, brands constantly fight for consumer attention. But cutting through the noise isn’t just about being louder—it’s about being more compelling, credible, and culturally relevant. At Condé Nast, editorial excellence has always been at the core of storytelling. In this keynote, Norell Zable will explore how brands can take a page from top-tier journalism to create powerful, authentic narratives that don’t just sell, but resonate.

We will unpack the key principles that drive compelling editorial-led brand storytelling, sharing insights on how brands can seamlessly integrate into the content consumers trust and love, while still achieving their marketing objectives. She’ll highlight the delicate balance between brand messaging and editorial integrity and explain why empowering editorial teams to do what they do best leads to more decisive, more impactful campaigns.

Key Takeaways:

• Establish Credibility: The most successful brand stories are rooted in trust. Learn why credibility is the currency of modern media and how aligning with reputable editorial voices ensures your brand’s message is received, not rejected.
• Empower Editorial Teams to Do What They Do Best: Authentic storytelling starts with great storytellers. Discover why the most compelling brand narratives come from editors and creatives who understand culture, trends, and audience behavior—and how giving them the creative freedom to shape content leads to better results.
• Align Brand Messaging with Editorial Values to Create Authentic Storytelling: Forced narratives don’t work, and consumers can spot inauthenticity a mile away. This section will explore how brands can successfully integrate their messaging into editorial platforms in a way that enhances—not disrupts—the reader’s experience.

Through real-world case studies and insights from Condé Nast’s groundbreaking campaigns, Zable will offer a roadmap for brands to move beyond traditional advertising and embrace a storytelling-first approach that feels natural, credible, and, most importantly, effective.

Whether you’re a marketer, creative, or brand strategist, this session will provide you with actionable strategies for leveraging editorial expertise, fostering meaningful brand-audience connections, and ensuring that your brand truly matters when it tells a story.

Let's be real: long-form articles should be long-gone from your sponsored strategy. Brands are leaning into more engaging formats—scrollytelling, quizzes, dynamic visuals—while traditional tactics fade.

Join us as we discuss the challenges of scaling high-value branded content, what's working (and what's not), and how publishers can stand out with premium storytelling.

We are chatting about outcomes. What is it branded content is looking to create in the minds of its audience? How can being evidence-based about this help increase investment levels and strengthen the branded content community?

If we want more advertisers to invest in branded content, we need to ask: how easy is it for them to actually buy and run it? Are we removing the friction — or adding to it? Join Avid Collective for an open conversation on how publishers can improve ways of working and adopt technology and platforms to help make it easier for advertisers to plan and buy content campaigns

T Brand Studio has redefined branded content by harnessing a unique storytelling commitment that goes beyond traditional native advertising. In this session, Vida M Cornelius, SVP at T Brand Studio, will take you behind the scenes of their creative process—revealing how a commitment to authenticity and credibility drives both compelling narratives and business results.

You will learn:

• How authentic storytelling shapes content:Discover how aligning branded content with high journalistic standards elevates audience engagement and builds trust.
• What sets T Brand Studio apart: Gain insights into the creative process that ensures consistency, quality, and a distinct competitive edge.
• Blueprints for success:Explore actionable strategies and practical examples of how storytelling transforms brand campaigns into cultural moments that drive measurable results.

If you want to move beyond traditional advertising and harness the power of authenticstorytelling for your brand, this session is for you.

In the age of Substack, your audience is increasingly turning to their inboxes for the latest news, information and insight. There’s a strong role for branded content in this model, but email is a medium fraught with challenges. People will accept branded email if it is valuable and practical, but if you deliver just another email promotion, they’ll quickly click “unsubscribe.” 

This session, featuring two “email-first” publishers, will deliver best practices in branded email. 

Panel Host: Stuart Feil, renowned branded content personality and former vice president of branded content at AdWeek will be moderating this panel.

Panelists: 

• Ryan Aspell, VP of Brand Strategy at Morning Brew Inc
• Melissa Turner, VP of SmartBrief/Future B22

This presentation explores the science behind emotionally-connective storytelling that builds trust, shifts perceptions, and ultimately drives action – especially when more than four fifths of consumers say they must trust a brand before making a purchase. Drawing on our insights on AI and technology storytelling effectiveness, including from BBC StoryWorks’ Science of Engagement (SoE) bespoke measurement tool, we’ll share data on how emotional triggers profoundly enhance brand affinity and intent to act.

You will leave this session with: 

• The storytelling techniques that amplify effectiveness for AI and technology stories
• How marketers can identify the most resonant moments in their content to maximize impact across campaign tactics
• Attendees will walk away with new vocabulary and data-driven insights to make the case for brand storytelling as a powerful revenue driver

Branded content is at a crossroads. Audiences are tuning out fluff, skipping forced brand
narratives, and demanding more substance from the content they engage with to help them
make sense of the world. At The Atlantic, we believe that the best brand storytelling doesn’t just
entertain—it clarifies complexity, provides intellectual rigor, and engages the decision-makers
shaping the future.

In this session, Tyler Watson, EVP of Marketing at The Atlantic, will share how Re:think applies
journalistic rigor, intellectual curiosity, and thoughtful analysis to craft brand stories that go
beyond marketing to engage influential audiences and drive meaningful impact.
He’ll also pull back the curtain—strategically—on how a major structural shift in The Atlantic’s
marketing team has fueled this success, breaking down silos and ensuring every function, from
creative strategy to editorial to production, is aligned behind a single mission: creating content
that actually matters.

You’ll walk away with:

• A framework for crafting brand stories that offer clarity in complexity—whether in
  business, healthcare, policy, or leadership
• Why the best branded content starts with intellectual rigor, not marketing goals
• How we leverage journalistic techniques to build narratives that audiences actually
  engage with
•  Why breaking down internal silos leads to more impactful storytelling
  If you’re ready to create branded content that cuts through the noise and delivers real impact,
  this session is for you.