Aaron Cohen

Aaron Cohen

Editorial Director

1:30 pm - 3:00 pm

C - Crushing the Agency Brand Relationship

Includes do you need an agency. Return of the full service agency? Many Room Community members have small corporate teams and much larger agency teams. For better or worse, and til death (or an RFP) do us part, we are tightly coupled to our agencies. In this roundtable, we will discuss what we’ve learned about managing these relationships. In particular, we will focus on what we have learned in the years after the pandemic that can help us crush our

Marketing is Humanity First

Disruption is everywhere: fractured media, remote work, political and social unrest, AI and a continued shift to ecommerce are just a few of the issues organizations face each day. Unlike any other position, marketers are at the center of this disruption within brands. As marketers, we are charged externally with positioning and selling goods and services to customers, and internally we are the voice of the customer and, perhaps as a result, our shared humanity. How do we bridge this gap within our organizations?

1:30 pm - 3:00 pm

Roundtable. B: Reimagining the Marketing Organization for 2023

When did marketing start owning some of the revenue function? The maturity of e-commerce, funnel management, DTC, and micro-segmentation have blurred and colored outside the lines between marketing and revenue. What does the marketing organization of 2023 include? E-commerce? DTC? Are these separate units? Should you have a Center of Excellence or does that expertise belong in brand teams? How do you integrate continuous feedback, grow expertise, balance internal and external resources all the while growing your people, bolstering productivity and fostering collaboration? Big questions, let's all walk away with knowledge to evolve our organizations for 2023 and beyond.

4:30 pm - 4:50 pm

The Practice of Curiosity

The best marketing professionals synthesize exceptional creativity with analytical rigor. Creativity flows from the nurturing of our species' highly innate curiosity. In a world with booming industries focused on wellness, yoga, mindfulness, breathwork, and physical fitness, few scholars or intellectuals have focused on the practice of curiosity. Jess Banks, a roboticist, scientist, and furniture designer will be in conversation with NYU Professor and The Room Editorial Director, Aaron Cohen.

4:50 pm - 6:05 pm

Roundtable: Short term wins vs Long term benefits?

Navigating the choice between brand and performance marketing investment – This group discussion will unpack the key dimensions of this ongoing challenge for businesses trying to grow both in the short and long term. We’ll focus on the implications for measurement, buying and creative strategy and how to chart a course in high inflationary and turbulent economic times.