Variety's Future of Brand Summit, presented by Acxiom, gathered the industry's top executives, marketers, creatives and cultural leaders on Wednesday in New York for an event that explored how companies are fueling their brands with creativity, culture and community.
I'll never forget the first time I saw the power of a group gasp. Years ago, at a Baltimore Ravens game, a film I'd helped create played across the stadium's newly installed LED screens. In the climactic moment (a close-up shot as the kicker's foot struck the ball) the entire crowd seemed to freeze, breath held, before erupting in a wave of energy that swept the stands. That's because the shot was perfectly timed with the real kick-off that started the game.
Her expertise lies at the intersection of data-driven insights and creative storytelling, enabling her to build marketing engines that not only acquire customers but foster lasting brand loyalty. Throughout her career, Suha has guided a diverse portfolio of clients, from fast-growing SaaS startups to established consumer goods brands, helping them navigate complex market dynamics and achieve significant digital transformation.
People don't shop online anymore-they live there. And ecommerce brands that get it, win. Take Jacquemus. Instead of launching their Monte-Carlo store with a basic promo, they created a surreal beach club fantasy, complete with deadpan voiceovers, pastel visuals, and a wink at luxury itself. No influencers. No hard sell. Just a bizarrely perfect fake world that got everyone talking. This kind of creative restraint, paired with clever subversion, didn't just sell fashion; it sold feelings.