In this session...
In a fragmented media landscape where consumer attention is fleeting, building a brand that lasts means going beyond campaigns: it means creating worlds that audiences want to live in. In this session, American Haiku founder and CCO Thom Glover joins Global Director, Lifestyle & Entertainment Marketing at New Balance, Tom Henshaw, to share how they’re reinventing what it means to be a brand in culture today.
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The panel will unpack how their work on campaigns like Grey Days and the partnership launch demonstrates a new model of world-building, where storytelling, production, and fandom converge. Together, they’ll explore how brands can unify subcultures, create emotional resonance across generations, and turn fans into lifelong followers.
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What You'll Learn from This Session...
- The power of world-building to unify fragmented audiences
- How legacy brands like New Balance can maintain relevance by collaborating with talent across creative disciplines
- How to use long-form storytelling and editorial craft to deepen cultural engagement
