Advertising Week New York took place during the first week of October, and as usual, brought in an incredible crowd of brands, agencies, and, more than ever, creators. It’s the perfect place to connect with the industry and gain new insights from the talks.
Here are insights from standout sessions:
Few brands would dare to enter the conversation around unsolicited d**k pics, but Manscaped did – and they did it right. Their campaign demonstrated how a brand can insert itself into a cultural dialogue without crossing the line.
The idea began with an insight: research showed that sending a picture of your face was nine times more effective than sending something more explicit. From there, Manscaped crafted a campaign that was respectful yet humorous, tackling the issue with empathy and self-awareness.
Their approach was multi-layered – social content, stickers, OOH placements, and product ads – each piece reinforcing the same message: stay on the right side of respect. The results spoke for themselves. Beyond press coverage, the campaign generated overwhelmingly positive sentiment, proving that tackling sensitive topics can drive awareness when done with authenticity and intelligence.
For marketers, this is evidence that small budgets can still drive big impact when grounded in a human insight and delivered with cultural sensitivity.
Meta explained how creators have become the gatekeepers of pop culture – and how brands can earn a seat at the table.
With new features across Instagram and Threads, Meta is driving more creator discoverability and open conversations. Threads in particular is evolving into a standalone space for sports, entertainment, and community discussion – where replies themselves become posts, increasing visibility and engagement.
This is proof that brands should work towards humanizing themselves. Join conversations in comment sections. Support creators who are sparking new movements, just as Tarte did by gifting products to emerging voices. Even small gestures can build long-term goodwill and association.
Meta’s key message: don’t wait to be invited to culture – participate. The most successful brands are those that bring creators into the process from the start, shaping strategy together.
One of the strongest shifts in marketing culture is the move towards creator-led storytelling. Panels throughout the week explored how brands can empower creators help write briefs.
Viral Nation shared examples of brands letting creators set the direction, rather than dictating it. This collaborative approach not only produces better content but also deepens trust with audiences.
The e.l.f. x Mikayla partnership was a perfect illustration. When the makeup creator went viral for her wedding lip combo, the brand collaborated and co-created new content. Similarly, Anthropologie joined a viral “rock” trend by putting the rocks in-store as home decorations and filming reactions. What began as one creator’s spark became a brand wildfire.
But creator collaboration isn’t without its challenges. A common frustration from creators was the multiple rounds of amends – one creator shared how a campaign required 35 edits while she was still on the trip. The solution? Better communication upfront, shared vision boards, and clear expectations. As one speaker put it, “Hop on a call before you hit record.”
This year, Digital Voices brought a new level of interactivity to Advertising Week New York with a live creator competition in partnership with Adobe. The session invited creators of all sizes to pitch their own campaign ideas for a chance to win a $25,000 brand deal, while giving brands a front-row seat to the creator briefing process. Focused on Adobe Firefly, the initiative attracted hundreds of applicants and culminated in a live pitch session judged by industry leaders from Adobe and Digital Voices. The result was not just one winner, but a discovery of diverse new talent that Adobe plans to collaborate with across future campaigns.
Beyond the energy and creativity in the room, the session demonstrated how the future of creator marketing lies in true co-creation. By giving creators ownership of ideas and inviting brands to listen and learn in real time, it showed how collaboration can unlock more authentic, effective partnerships. For the industry, it set a new benchmark for how brands can move beyond briefing creators — and instead, create with them.
Sports took centre stage in the marketing conversations, reminding brands that emotion and identity are still the most powerful currencies.
Brands are recognizing that women’s sports represent more than a game. They’re a platform for empowerment, diversity, and self-expression. Female athletes are stepping into the spotlight as creators, entrepreneurs, and cultural voices, redefining what brand partnerships can look like. Take Adobe for example, who are the official sponsors of the Adobe Women’s FA Cup, partnering with players/social media personalities Alessia Russo and Khiara Keating to lead the brand into a “new era of storytelling”.
For Samsung, the partnership with the WNBA was about breaking boundaries. As a “non-conformist innovator,” Samsung used technology to make sports more inclusive and accessible, from wearable health tech to real-time game content.
Coach took a similar approach, blending sport, fashion, and culture. Their work with WNBA rookies encouraged players to express themselves both on and off the court, showing a generation of athletes that self-expression and performance go hand in hand.
JPMorgan Chase offered another layer – focusing on community and personal growth. Their partnership with athlete-entrepreneur A’ja Wilson highlighted how brands can co-create experiences that support the person, not just the player.
Across the board, the message was clear: authentic partnerships matter. Whether through live viewing experiences, social amplification, or community programs, sports brands succeed when they connect to who their audience is – not just what they watch.
TikTok reframed the consumer journey as non-linear and dynamic — where discovery, inspiration, and action constantly overlap.
Platforms like TikTok have blurred the lines between content and commerce, leading to the phenomenon of “TikTok made me buy it.” But what drives those purchases is storytelling.
TikTok emphasized the need for better measurement in this new landscape. Relying solely on click-based attribution misses the broader impact of views, discovery, and engagement. Their new Conversion Lift Tracking and Attribution Portfolios help brands capture the true path to purchase, where attention is just as valuable as action.
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