With over 63 million followers across platforms, Adam W. isn’t just a funny guy making viral skits, he’s a cultural force and a mirror to Gen Z’s online universe. So when he joined McCann’s Crystal Malachias and Peroni Nastro Azzurro’s Carly Burford to tackle one of the most pressing questions in modern marketing, the room paid attention. The session explored how brands, often scrambling to stay relevant, are increasingly losing control of their image on social media, and why creators like Adam may actually be the secret to getting that control back.
The panel delved into how reactive, trend-chasing strategies are eroding brand authenticity. Instead of scrambling to jump on every viral moment, the speakers argued, brands need to pause, listen, and lean into meaningful, emotionally resonant storytelling. That’s where creators come in, and Adam W. knows it. His message was clear: creators aren’t just content machines; they’re culture translators, capable of turning a brand message into something that actually connects.
As the only creator on the panel, Adam brought firsthand experience to a room full of marketers who often operate from a distance. He’s collaborated with major names like Old Spice, T-Mobile, and Instagram not just to sell, but to tell stories that feel real.
While brands may be struggling to keep control of their narrative, creators like Adam W. are already writing the next chapter.