Ad Age Marketer's Brief8 Joulu 2025

From insight to impact: How Octagon helps brands win in the sports and entertainment economy

In today's fragmented sports and entertainment economy, brands face unprecedented competition for cultural relevance and authentic fan connection. In this episode, Lou Kovacs, President of Marketing, North America at Octagon, shares how the agency's insight-powered creative approach helps brands break through, shape culture, and unlock new markets around the world.

Lou dives into Octagon's evolution as a creative powerhouse, spotlighting how the agency's integrated Creative, Digital, and Branded Content teams work together to deliver ideas rooted in fan behavior. He also highlights Octagon's industry-leading momentum, including recent recognition from Cannes Lions, Sports Business Journal and The Clios, showcasing how creativity has become a core driver of value in sponsorship and brand storytelling.

The Custom Marketer's Brief episode features a look at Nutrafol's first-ever sports partnership, a category-first campaign with MLB, and a breakthrough example of how Octagon blends creative concepting with high-stakes strategic negotiation.

We also explore the agency's influential role in the rise of women's sports.from creative programs like Delta's "Power Forward" docu-series in partnership with the WNBA, to major sponsorships for brands including NYX and Mastercard, as well as the agency's representation of iconic athletes and personalities such as Simone Biles, Trinity Rodman, Aly Raisman, Hannah Storm, among many others.

For marketers seeking to stay ahead of culture, fandom, and global market opportunity as we prepare for 2026, tune into this episode for a fresh, creative point of view that is redefining what brand impact looks like today.

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How the Cadillac F1 team is racing to define its brand and fan strategy

Formula 1's newest team is building more than a racing operation as it prepares for Silverstone—it's building a high-speed media company designed to keep fans engaged year-round. Cadillac F1 Chief Mar...

17 Kesä 25min

Evolving a media network to meet growing advertiser demands with Marriott's Chris Norton

Marriott Media Network's Chris Norton discusses how the hotelier is differentiating itself in the crowded field of retail media networks, including through partnerships with United Airlines and Dick's...

10 Kesä 23min

How agentic AI is reinventing brand customer experience, with Adobe's CMO

Customer experience is changing rapidly in the era of AI, in large part thanks to agentic tools from tech providers like Adobe. Lara Balazs, chief marketing officer of Adobe, is helping major brands—f...

3 Kesä 25min

Why Cannes awards and creativity still matter for CMOs, with Unilever's top marketer

Unilever CMO Leandro Barreto unpacks how he gets the most out of Cannes Lions International Festival of Creativity every year and why awards and creativity still matter for CMOs. He also discusses the...

27 Touko 22min

Capitalizing on the women's sports boom with NWSL CMO Rachel Epstein

Rachel Epstein, the newly named chief marketing officer of the National Women's Soccer League, discusses her strategy to make the most of booming interest in women's sports and soccer in particular. H...

20 Touko 16min

Using brand partnerships to market to younger audiences with Netflix VP of global marketing

Netflix VP of global brand marketing and partnerships Magno Herran discusses how the streamer is using brand partnerships and sponsorships to grow its ad business as it heads into the upfronts. He bre...

13 Touko 21min

How to go from product-first to culture-led marketing, with Samsonite's VP of marketing

For heritage brands trying to stay relevant with younger consumers, Samsonite's playbook offers a useful case study. On this episode, David Oksman, VP of marketing and direct to consumer at Samsonite,...

6 Touko 20min

Creating value marketing that stands out, with Domino's CMO

As pizza's value wars intensify, Domino's is rethinking how to deliver value without blending in. CMO Kate Trumbull discusses the brand's focus on consistent deals, menu choice and "talk value" promot...

29 Huhti 24min