Brands&Culture last week in NYC

My fave event in terms of topic? I’d say so. Beautifully curated panel of brand leaders talking about building real human connections, just as we LOVE it at CROING l Creative Agency👏

Here are MY fav takeaways from brands that are shaping culture today:

💄 Laurie Lam (E.L.F. BEAUTY) aka my industry soulmate✨ She explained how sustained success comes from fearless disruption. With 24 consecutive quarters of growth, e.l.f. isn’t just a beauty brand—it’s an entertainment company shaping culture through bold moves and a deep commitment to diversity.

🍴Jessica Grigoriou (Unilever) shared relevance starts with listening. Their When Harry Met Sally-inspired campaign with Sydney Sweeney nailed product placement by reviving Harry’s sweater and sparking a Pinterest moment. At CROING l Creative Agency, we connect with that kind of audience-first thinking.

🧴 Kelly Buchanan Spillers (Cerave) said how they’re never the ones starting the conversation—instead, they actively monitor Reddit discussions around the category to stay close to real audience concerns. 

🍻 Jackie Widmann (BERO) dropped a gem for marketers working with celebrity brands: the more freedom and involvement you give the talent, the more organic press and fan love you’ll see. Tom Holland really takes a genuine lead in the brand.

🏅 Jessica Park (United States Olympic & Paralympic Committee) shared how their approach is grounded in caring for athletes both individually and as a community—which ultimately helps them connect more meaningfully with fans. I loved the visual behind her: three athletes shown through personality traits, not just action shots.

☀️ Shannon Comstock (Vacation Inc.) shared that their creativity isn’t just for marketing—it’s embedded in their brand’s DNA. I loved her approach because it’s not about following trends at full speed. They’ve built a brand with a clear ethos that blends accessibility with VIP vibes.

🌱 Michael Lee (Oatly) reminded us that sustainability isn’t just a mission—it’s a movement. By embedding themselves in café culture and building authentic relationships with baristas, they tap into the heart of community to shape the brand.

Loved meeting and listening Kahlil Greene Cynthia Bou Raad Daniel Schloss Josh Penny, Gina Piombo Lee, Damon Jones, Karen Lilley Harris, Caroline Mayhew Gardner, Shibani Potnis Chrysi Philalithes Kim Roxie Susan Akkad Jinal Shah, Ramon Soto Devin Colleran 

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency. I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.