Our First-Ever IRL Media Summit and All Other Things OUTFRONT at Advertising Week New York 2026

September 29, 2026

Advertising Week New York is always a highlight of the year. Marketers, media buyers, and brand leaders convening to discuss what’s new, what’s now, and what’s next for our industry – what’s not to love?

Here at OUTFRONT we’re especially excited about this year’s Advertising Week, because it’s our most stacked one yet, with roundtables, panels, groundbreaking new research, and the first-ever IRL Media Summit, produced in partnership with Variety.

Want to connect in real life? Us too. Here’s a rundown of where you can catch us from Monday, October 5th through Thursday the 8th at The Penn District.

Variety Experience & Culture Summit: The IRL Advantage

For the first time ever, OUTFRONT will present the Variety Experience & Culture Summit: The IRL Advantage, a full day of content and conversations about how brands are embracing IRL media to satisfy consumers’ cravings for connection beyond the screen, whether on billboards or beyond via live events, sports collaborations, experiential retail, pop-ups, and much more. The Summit happens on Wednesday, October 7 from 11:30 am to 5:30 pm and features an absolutely stacked lineup of leaders, creators, and cultural curators.

Along with larger-than-life icons like Charlamagne Tha God, Questlove, and Ice-T, that list includes:

• Allison Robl Stransky, CMO, Samsung Electronics America
• Kelly Mahoney, CMO, Ulta Beauty
• Emily Silver, CMO, Dick’s Sporting Goods
• Grace Kao, CMO, Snap
• Heather Malenshek, CMO, Land O’Lakes
• Radhika Duggal, CMO, Major League Soccer
• Tim Ellis, CMO, NFL
• Christine Cassis, CMO, Twitch
• Rachael Zaluzec, CMO, Volkswagen
• Nick Brien, CEO, OUTFRONT
• Stacy Minero, CMXO, OUTFRONT
• Jeff Greenspoon, CEO, Kantar
• Aarti Bhaskaran, Head of Research, Consumer Insights & Strategy, Snap
• Nilay Shah, SVP, Marketing & Brand Strategy, New York Giants
• Sarah Swanson, Chief Brand Officer, Women’s Tennis Association
• Paul Caine, President, On Location, TKO Group Holdings
• Bess Spaeth, EVP, Global Brand Management & Experiences, American Express
• Benoit Vatere, Chief Media & Digital Commerce Officer, Liquid Death
• Mark Marshall, Chairman, Advertising & Partnerships, NBCUniversal
• Josephine Vaccarello, EVP, Live, Madison Square Garden

Interested in attending the IRL Media Summit? Request your invitation now.

The IRL Advantage: Building Trust in an Agentic World

How has the rise of artificial intelligence impacted consumers’ trust in brands, and what can brands do about it? A new white paper from Kantar answers those questions; OUTFRONT CEO Nick Brien will be joined by Kantar CEO Jeff Greenspoon and Hilton SVP Global Marketing Dan Reynolds to explore the new research and its implications for marketers during this session, titled The IRL Advantage: Building Trust in an Agentic World.

This conversation happens Thursday, October 8 at 3:30 pm on the Creativity Stage.

Taking Mental Health Where the Algorithm Can’t Reach

A consensus has taken shape: our relationship with our devices is detrimental to our mental health. In these days of screen fatigue and digital burnout, IRL media is better positioned than ever to make a positive impact on our mental state. How can important conversations about our minds and mental health transcend the feed and resonate in the real world? Join OUTFRONT SVP, Marketing Liz Rave, Creators 4 Mental Health and What’s Trending Creator & CEO Shira Lazar, and Heidi Arthur, Chief Campaign & Program Officer at The Ad Council, to learn how IRL media is Taking Mental Health Where the Algorithm Can’t Reach.

You can catch this panel on Monday, October 5 at 5 pm on the Media Stage.

Creator x Brand Council $100 Million Creator Challenge

Advertising Week New York estimates creator-brand partnerships to have $100 million of upside. Accordingly, they’re a big focus at this year’ Advertising Week. An all-new, four-day, full conference track kicks off with the launch of the $100 Million Creator Challenge on Monday and culminates on Thursday with a “Creator Day” full of interactive 30-minute games, demonstrations, and live challenges involving senior marketers, creators, and celebrities like Rick Ross, Christina Milan, and Julianne Hough. Advertising Week New York’s first-ever Chief Creator Officer, Dhar Mann, will lead the festivities – and OUTFRONT CMXO Stacy Minero will be there to join in the fun!

Creator Day is set for Thursday, October 8.

Other Opportunities to Connect IRL

Those are just the highlights – there will be plenty of other opportunities to connect with OUTFRONT in real life at Advertising Week. VP, Digital Strategy Jeff Hackett will be joined by Next in Media Founder Mike Shields and Omnicom Media President, Outdoor Media Group Jill Schnitt for Beet.tv’s Beyond the Screen: How Brands & Buyers Win in the Real World Monday, October 5 at 11 am. Sean Flaherty, Head of Industry, Pharma & Wellness at OUTFRONT, will appear at MediaPost’s AWNY VIP Dinner on Tuesday, October 6. And Stacy Minero will participate in Ad Age’s CMO Roundtable on Wednesday, October 7.

So, mark your calendar and plan to connect with OUTFRONT in real life at Advertising Week New York. Not registered? It’s not too late!

Contact OUTFRONT today and let’s get started.

Author: Jay Fenster, Sr. Manager, Marketing Content @ OUTFRONT

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