Over the past decade, I’ve had the unique privilege of helping shape the creative and strategic direction of one of the world’s most dynamic global event franchises: Advertising Week. From founding and launching Advertising Week LATAMin Mexico City to producing the all-virtual AW2020 in the middle of a pandemic, I’ve seen firsthand what it takes to deliver programming that resonates, inspires, and drives the industry forward.


If you’re looking to make a lasting impact with your thought leadership at an event like Advertising Week New York, here's how I approach it—from ideation to execution.


1. Anchor Your Story to Culture, Not Just Your Product

One of the most common mistakes I see companies make is leading with product demos or sales pitches disguised as panels. At Advertising Week, we look for ideas that tie into larger cultural movements, industry shifts, or social impact narratives. If your brand is playing a role in shaping culture—tell that story.


When I program a session, I ask:

* What’s a conversation that’s already happening in the zeitgeist?
* How is this speaker or brand uniquely positioned to comment on it?

A good session isn’t about what you sell. It’s about what you stand for and how your work fits into the world around us.


2. Focus on Ideas First, Titles Second

The best programming doesn’t come from starting with a speaker list. It starts with a thesis. At Advertising Week, we work with the theme first: What’s the provocative or fresh idea we want the audience to leave with?


Once the concept is dialed in, then we find the voices to bring it to life. That might include C-suite execs, creators, founders, journalists, or even talent from adjacent industries like fashion, sports, or entertainment. It's the diversity of thought that makes sessions sing.


My advice? Lead with a point of view, not a roster.


3. Elevate Format: Think Beyond the Panel

Don’t default to a standard four-person panel. There are so many creative formats that cut through in today’s short-attention economy:

* Fireside chats with bold executives or talent.
* Debates around hot-button topics.
* Case study walk-throughs with brand and agency duos.
* Live podcast recordings, workshops, or interactive demos.

At AW2020, we reimagined the entire event for virtual and experimented with live studio interviews, vodcasts, and content drops. That same mindset applies to live programming today—format is a creative lever, not just a logistic.


4. Add Value for the Audience, Not Just Your Brand

Audiences are savvy. They can smell a sales pitch from a mile away. If you want your session to land, build it around insights, utility, and entertainment.
Think about the audience experience:

* Will they learn something actionable?
* Will they be inspired to think differently?
* Will they be entertained enough to stay off their phone?

As a producer, I always push our content partners to aim for one of those three outcomes—or ideally, all of them.


5. Partner with the Right Talent and Collaborators

Lastly, great programming is a team sport. I’ve worked with everyone from global CMOs to YouTube creators to NFL athletes—what makes it work is when everyone brings something distinct to the table.


If you’re representing a brand, consider pairing your exec with a journalist, a cultural expert, or even a customer. Mixing perspectives makes your message more dynamic and relatable.


At Advertising Week, the best sessions are often those where collaborators challenge each other, not just agree.


The Takeaway: Thought Leadership Should Actually Lead


Building programming for a global stage like Advertising Week isn’t about checking a box—it’s about moving the conversation forward. If you're invited to participate, don’t just show up. Show up with a story. With conviction. With purpose.


Having programmed sessions in Mexico City, New York, and online for audiences around the globe, I can tell you this: the most memorable sessions are the ones that take risks and speak truth. They don’t try to impress. They try to connect.

If you're thinking about submitting for this year’s event, the best place to start is with one powerful idea.


I’d be happy to help shape it.