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Innovation Showcase

4:00 pm

About the program

Gen Z belong to a much-mythologized generation––marketers’ briefs everywhere often fall short of capturing this rapidly evolving target demo. Using culture-forward research, we’ll double click on and undo five prevalent myths surrounding this complex cohort. The actionable insights and unique brand implications we’ll uncover will help marketers level up their media and content distribution strategies in order to reach and unlock Gen Z brand love.

Moderated by Angel Bellon
Angel is a Senior Director of Creative Strategy & Cultural Intelligence at ViacomCBS. A hybrid strategist + cultural anthropologist, Angel fuses consumer insight & cultural foresight to forecast consumer behavior. At ViacomCBS, Angel is responsible for pushing organizational thinking both internally and with media partners, providing multicultural thought leadership as well as injecting culture-forward inspiration into the branded content creative process. Previously, Angel founded the Cultural Anthropology department at VaynerMedia which included designing the agency’s insights methodology and overseeing the department’s output across all agency accounts and agency deliverables such as digital and social campaigns, voice skills and brand strategy.

Having moderated 100s of ethnographies, focus groups and online communities domestically, Angel has also managed global qualitative research in 10+ markets, brand strategy, trend activation and product innovation projects for clients such as Spotify, Samsung NEXT, Frito-Lay, Taco Bell, Coca-Cola, Diageo & ABInBev. In addition, Angel has designed and moderated workshops and Trend Safaris throughout the US and Europe and has presented at Advertising Week, Social Media Week, WPP Stream and the United Nations.

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