Commerce Marketing and Media Committee Meeting

This event is virtual only and no in-person option is available.

Member Discussion: Planning for 2026 (11:10-11:30 a.m. ET)                                                                   

The media landscape is shifting fast—retail media growth is slowing, platform disputes and mergers are reshaping access, and AI is changing how we plan and buy. Join this 20-minute roundtable to explore how annual planning looks different this year: Bring your perspective and leave with actionable ideas for navigating 2026.

Session 1: Rewired: How AI is Disrupting Media & Advertising (11:30-12:15 p.m. ET)
AI isn’t just transforming advertising, it’s reshaping the entire ecosystem. From the rise of AI browsers to agentic commerce, the way consumers discover and engage with brands is being fundamentally rewired. This session will cover how rapid shifts in technology and media are redefining attention, measurement, and media strategy. Learn what advertisers need to know to stay relevant in an AI-curated world and how to turn disruption into competitive advantage.

Speaker:
Alex Heath
Co-Host of Vox Media's ACCESS podcast
Author of the Sources Substack

Session 2: How Kraft Heinz Away From Home Wins with Hyper-Local Creators (12:15-1:00 p.m. ET)
Big brands usually speak to the masses—but what happens when they speak to the neighborhood instead? That’s the story behind Heinz Verified, the sign of a great restaurant. In partnership with QYOU Media, the Heinz Verified campaign tapped into hyper-local creators and beloved neighborhood restaurants to spotlight local favorites proudly served with Heinz Ketchup. This session will explore how geo-targeted storytelling and community-driven content are redefining brand affinity. From selecting the right creators to curating locally resonant narratives, we’ll break down how smaller, more targeted creator activations can drive outsized results—proving that sometimes smaller reach = bigger impact.

Speakers: 
Kerry Lange, Brand Manager, Kraft-Heinz 
Michelle Sibley, Director, Brand Partnerships, QYOU Media