Editor’s Letter: Adweek Is Reimagining the Storied Brandweek Franchise

3-day symposium to serve those working to transform brand marketing

Brandweek convenes in Palm Springs, Calif., Sept. 23-25. - Credit by Getty Images
Headshot of James Cooper

Call it a movement. Marketers have never faced such challenging times. Technology is moving fast, killing laggard companies laden with legacy thinking and ending careers of those not nimble nor entrepreneurial enough to embrace the pace of change. On the other hand, marketers have never experienced such opportunity to tap technology to create the meaningful, noninterruptive and empathetic relationships that customers crave and demand from the brands they spend money on.

And in response, Adweek will spotlight and celebrate this complex and unparalleled time by reimagining the storied Brandweek franchise.

Scheduled to convene in Palm Springs, Calif., Sept. 23-25, the event will gather the most influential brand leaders in a forum designed to be as intimate as it is engaging and inspirational. Quantcast has signed on as the first launch partner, and we are thankful for its support as we will be for the additional sponsors that will be announced in short order.

We hope that attendees will come as teams with challenges that they are struggling with and will leave with solutions that can be shared back at HQ. We are not just reinvesting in the iconic franchise but also are striving to create a community dedicated to the promise of illuminating the context, electrifying the collaboration and amplifying the connotations that will be the underpinnings of the road map for the future of brands.

We will not have any panels. What we will have, however, are lively working discussions and networking, inspiring keynotes—and participation from everyone in tracks themed A Call to Action, Enlightenment and Inspiration. All interaction is designed to arm our community and audience with the tools to make teaching moments actionable and inspire broader participation from their companies in subsequent years.

We also have every intention of having some fun in the process and are in discussions with several major artists who will discuss their views about and forays into marketing as well as share their talent in intimate performances at the end of each day of the symposium.

Beyond its beauty and proximity to Los Angeles and the famed Coachella Valley, we have chosen Palm Springs as Brandweek’s home because it is new ground for a tent pole marketing event in the American West, which still draws romance and imagination from every corner of the nation, if not the globe. So our Brandweek movement will head to California to find the future of the business of brands, and we hope you will join us under desert skies to help us in that endeavor.

Tickets for Brandweek will go on sale here in early March.

Join the Brandweek Masters: Vineet Mehra of Walgreens Boots Alliance, Andrea Perez of Jordan Group, Janey Whiteside of Walmart, and more for insights, Masterclasses and virtual experiences on Sept. 14-17. Register now

This story first appeared in the March 5, 2018, issue of Adweek magazine. Click here to subscribe.

@jcoopernyc james.cooper@adweek.com James Cooper is editorial director of Adweek.