The Orchestration Era: Bridging Human Strategy & Agentic Execution
Thursday, May 14, 2026 | New York City 7 am PT | 10 AM ET
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The Orchestration Era
Marketing has entered the Orchestration Era. Campaigns don’t wait, creative multiplies, media expands, and agentic systems execute in real time. Yet brand, performance, audience, and measurement move in parallel instead of in sync. Growth belongs to brands that bridge human strategy with agentic execution—aligning brand building and demand capture into one connected, accountable full-funnel model. That’s what Tinuiti Live 2026 is built to explore.
See how leading brands align creative, media, audience, and measurement into one coordinated full-funnel model. Through real client stories and live examples, learn how orchestration connects brand investment to measurable impact.
Explore how human judgment and agentic execution work together in modern marketing. From creative systems to audience intelligence to holistic measurement, see where automation accelerates growth — and where strategic direction keeps growth brand and performance aligned.
Learn how leading brands make growth finance-readable. From Holistic ROAS to MMM and incrementality, see how measurement protects brand investment while proving performance accountability.
In the Orchestration Era, audience is no longer a targeting setting—it’s the signal that drives every decision. As AI expands reach and automation accelerates execution, the risk isn’t missing audiences. It’s reaching them without intention. In this session, Tinuiti leaders unpack how modern brands use audience intelligence to shape creative, guide media, and connect brand exposure to measurable outcomes. Through real-world examples, you’ll see how audience insight translates into coordinated growth across the funnel. Because when audience is treated as strategy—not segmentation—it becomes the connective tissue between human intent and machine-scale execution.
As audiences shift across screens, YouTube has become a primary platform for capturing attention throughout the entire buyer journey. The opportunity is no longer choosing between brand and performance—but using YouTube more intelligently to drive both. This session explores how leading brands deploy YouTube to address specific business needs—from upper-funnel awareness to measurable customer acquisition—with greater precision. We’ll examine how to move beyond optimizing for what’s easiest to measure and instead focus on what drives real business outcomes. Using first-party data and advanced measurement approaches, we’ll show how to better understand YouTube’s full contribution—giving marketers a clearer view of how the platform supports awareness, consideration, and conversion within a unified strategy.
Marisa Thalberg has built and led some of America’s most beloved brands and she’s not slowing down. As EVP, Chief Customer and Marketing Officer at Catalyst Brands, home to JCPenney, Brooks Brothers, Eddie Bauer, and Nautica, Marisa brings rare creative ambition and performance rigor to modern marketing’s most complex challenges. In this exclusive fireside with Tinuiti’s Diana DiGuido, Marisa gets candid about what it actually takes to grow brands at scale in the Orchestration Era, where brand, media, audience, and measurement must work as one system. What’s changed. What’s breaking down. And how she’s leading through complexity with clarity and intention.
The real impact of AI in marketing isn’t where most people are looking. Agentic AI is absorbing the work marketing teams still consider core—the repetitive, cross-platform execution they’ve spent a decade mastering. As execution becomes automated, the competitive advantage moves. From button-pushing to signal-setting. From managing platforms to designing the logic they run on. From optimizing campaigns to architecting systems. This session is a survival guide for the next 12 months. Simon outlines what leaders must rethink now: data structure, workflow design, talent profiles, agency partnerships, and governance. In the Orchestration Era, growth belongs to those who design the system execution runs on.
The TikTok Effect: Driving Incremental Growth Across the Commerce Ecosystem
1:20 – 1:50 PM ET | Sponsored by TikTok
Commerce on TikTok isn’t a feature—it’s part of a system. In the Orchestration Era, the brands winning are those using the full TikTok ecosystem. From creators and content to Smart+ and Market Scope—to drive impact well beyond the platform. As discovery and purchase collapse into a single moment, the “TikTok Effect” creates a ripple of incremental demand across DTC, Amazon, big-box retail, and beyond. In this session, you’ll hear how leading brands are activating across that system to generate incremental growth. Join Liquid I.V., TikTok and Tinuiti as we unpack how TikTok turns attention into measurable business outcomes—on platform and everywhere else.
From Channels to Systems: How Brands Connect Retail Growth Across Platforms
1:50 – 2:20 PM ET | Sponsored by Skai
In this session, you’ll hear how brands like eos are navigating the shift from channel-based execution to coordinated retail growth across Amazon, Walmart, and Target. From advertiser-facing automation like Skai and Walmart’s Marty to shopper-facing tools like Amazon’s Rufus and Walmart’s Sparky, AI is transforming both how campaigns are run and how consumers discover products. This conversation explores how leading brands are using AI, incrementality, and retail signals to connect performance across platforms and uncover growth that traditional reporting misses. Because in the Orchestration Era, retail success isn’t about winning one channel. It’s about how all of them work together.
Beyond the Broadcast: Orchestrating the Full-Funnel Impact of Thursday Night Football
2:20 – 2:50 PM ET | Sponsored by Amazon Ads
Live sports have evolved from a reach-only play into a high-velocity commerce engine. In the Orchestration Era, the “couch-to-cart” journey allows brands to turn massive cultural moments into measurable retail outcomes. This session explores how leading brands utilize live sports like Thursday Night Football, interactive ad innovations, and Amazon Marketing Cloud to drive incremental growth and new-to-brand acquisition. We’ll unpack the “Better Together” strategy, combining premium streaming media with performance-driven sponsored ads to double engagement rates. Join us to learn how to move beyond brand awareness and master the closed-loop measurement that proves the total retail impact of live sports.
What happens when brands move beyond advertising and become part of the moment? Join NBCUniversal & Tinuiti for a conversation on how today’s most impactful marketing lives across content, culture, talent, and real-world experiences. Discover how brands can tap into fandom-driven moments to spark authentic connection, drive engagement, and deliver measurable business impact.
Dorinda Medley
Television Personality, Author and The Traitors Season 4 Cast Member
In the Orchestration Era, measurement isn’t a reporting exercise—it’s the difference between scaling growth and scaling waste. Most brands are still making decisions off partial views: channels measured in isolation, brand impact discounted, and performance over-attributed to what’s easiest to track. The result is misallocated budgets and missed opportunity. This session tackles what it takes to measure growth as it actually happens—across channels, across the funnel, and across the business. Using real-world examples, we’ll explore how modern measurement connects spend to outcomes, surfaces hidden value, and gives leaders the confidence to invest, defend, and scale what actually works.
Creative is where scale either sharpens your brand—or erodes it. As platforms reward volume and variation, marketers are under pressure to produce more without losing what makes their brand recognizable. In this session, leaders from Meta, Culligan, and Tinuiti unpack how modern creative systems balance high-production brand work with creator-led content to drive performance across the funnel. From AI-assisted planning to real-world execution, they’ll show how different creative inputs work together—not separately—to fuel growth. Because in today’s environment, creative isn’t just content. It’s the system that connects brand, media, and performance—and determines what actually works.
Throughout the day, you’ve seen how modern growth breaks when Creative, Audience, Media, and Measurement operate in parallel—and how powerful it becomes when they move in concert. Tinuiti President Jeremy Cornfeldt, alongside Aaron and Liv, will connect the threads. Drawing on what we’ve heard across the day, they’ll unpack what orchestration looks like in practice: how leaders align teams, design systems that scale with automation, and turn complexity into coordinated growth. The takeaway? Growth in the Orchestration Era isn’t about doing more marketing. It’s about making every part of it work together.
Television Personality, Author and The Traitors Season 4 Cast Member
The Real Housewives icon, The Traitors star and host of SiriusXM’s Reality Checked joins us at Tinuiti Live 2026 to share how she’s built a lasting fandom and stayed authentically connected to audiences on and off screen—setting the stage for NBCUniversal to explore how brands can tap premium content, fan communities, and real-world experiences to drive buzz, connection and measurable growth.
Marisa Thalberg
EVP, Chief Customer and Marketing Officer at Catalyst Brands
A powerhouse brand builder behind some of the world’s most recognized companies, Marisa takes the stage to break down how brands can become true growth engines—driving relevance, connection, and long-term value through bold storytelling and cultural insight.
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