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.
See how YouTube is evolving from a standalone channel into a central coordination layer—linking video, TV, and digital into one continuous systemIn today’s media landscape, YouTube is no longer just a channel—it’s a full-funnel growth engine. This session explores how leading brands are using YouTube to bridge brand and performance, turning upper-funnel investment into measurable business outcomes. From high-impact moments to always-on strategies, we’ll unpack how video, TV, and digital media work together when orchestrated intentionally. Rather than treating brand and performance as separate systems, this conversation focuses on how they compound—connecting awareness, consideration, and action into one cohesive model.
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
Details announced soon.
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 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
Details announced soon.
In the Orchestration Era, the most powerful marketing moments don’t stop at the screen, they live in culture, community, and real-world experiences. Join NBCUniversal and Tinuiti to explore how content, talent, and experiential activations come together to turn fandom into cultural impact and measurable business results. We’ll explore how brands can authentically plug into these moments to drive connection, engagement, and growth across platforms.
Dorinda Medley
Television Personality, Author, and Cast Member on E!’s “The Golden Life"
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 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 Cast Member on E!’s “The Golden Life”
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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