The elusive Gen Z. The demographic that's on every marketer's OGSM. How to reach them, how to connect with them, how to navigate this new creator economy era that they've spurred into the media landscape. This week, Erin Everhart sat down with Lisa Zlotnick, Head of Brand PR at SHEIN, to talk about their Campus Ambassador Program and how they're turning students into storytellers and local influencers into national assets.

From Big Wheel trikes to Lava Lamps to NeeDoh squishies and sock puppets, the Schylling toy company sells iconic fun. But, as Don Draper told Kodak, nostalgia is potent but delicate. And as Schylling's President and CEO Paul Weingard tells us, that longing for past simplicity and comfort starts at a young age. They aren't just selling to grandparents trying to confer legacy joys of jack-in-the-boxes onto the next generation. It turns out that even ten-year olds miss the simplicities of toddlerhood. And we often experience that nostalgia when we trip into a vast network of Mom and Pop toy …

Not many consumer facing brands have their own in -house meteorologist. But when you are trying to sell high-priced, high-consideration home generators, you need to follow the blackouts. Generac CMO Amanda Teder's team pulls every lever of digital targeting and messaging cadence to move consumers along that tall funnel. At the same time, she is a big believer in linear TV and the shorter infomercial style to raise brand awareness and stoke the top of the funnel. It's a very delicate act of allocation balancing.

Hyperlocal and boutique experiences are at the heart of IHG's bold push to capture the next generation of travelers. From sold out tattoo pop-ups to tailored celebrations for birthdays and anniversaries, IHG's luxury properties are finding footing with Millennials and Gen Z by elevating life's smaller moments. This week, Doug Parks sits down with Vicki Poulos, IHG's Head of Luxury & Lifestyle Brands, to talk about how she's empowering the portfolio to evolve from its storied past into exciting new frontiers with a fresh approach to laidback luxury.

When you're on a rocket ship trajectory like C4 Energy, moving at the speed of the business is no easy layup. From in-housing media and content production to launching their first real LTO and Official Energy Drink of Summer(TM), winning in the competitive beverage market takes a team that's willing to move fast and take risks. This week, Doug Parks sits down with CMO Robert Zajac to talk about how they're building a fully integrated marketing machine, creating meaningful product differentiation, and empowering athletes at all levels.

Golf is back! Prior to the great lockdowns of 2020, interest in the sport appeared waning. But the hunger for safe outdoor spaces and then the rise of golf-adjacent platforms like Top Golf, reinvigorated interest. Dewar's has always had a natural affinity to the sport, but even the brand's steward, Global VP of Bacardi's Scotch Whiskey division admits that the brand has to overcome its identification as your grandfather's whiskey. On this week's Brand Insider, Brian Cox explores his deep integration with golf sponsorships as well as the challenge of marketing a legacy to younger demos. Both jobs are a …

As the ad community gathers in Cannes this week to celebrate their institutionalized mediocrity, let's counterprogram a bit with a brand that insists on not taking itself too seriously. There are only a handful of spirits ads that consistently rise above the usual tropes. With its novel "spokescart" concept and "The Good Gets Great" tagline Tito's Handmade Vodka always gets us to stop and take notice.