Perspectives from rEvolution Leaders on Authenticity in Brand Activation
rEvolution was founded on the principle of thinking differently. By putting brands first and championing a fully integrated marketing services model, we’ve built a reputation for solving the right problems for our client roster of global-leading brands.
Our approach makes us a trusted voice to help shape the evolving sports marketing landscape. This commitment to leading conversations and emerging trends was on full display recently at True Chicago, The Chicago Women’s Leadership Accelerator (CWLA), the AMA BrandSmart Conference, and Blackbook Motorsport Forum.
True Chicago: Brian Quarles, Chief Creative Officer
True Chicago is Chicago’s premiere youth media outlet, an ecosystem for young Chicago artists to find one’s power, purpose, and pathway. The 2024 Creators Panel and Portfolio Review featured panellists and mentors sharing advice with emerging creatives of how to turn one’s story into a creative advantage. rEvolution, which has a long-standing relationship with True Chicago, was represented by Brian Quarles, Chief Creative Officer, who served as a panellist and engaged with attendees in 1-to-1 mentorship opportunities.
“Chicago’s young creatives are pushing boundaries in a big way. They’re doing more than finding their voice – they’re using it to shape their work,” said Quarles. “The energy and talent in the room was unreal, and it’s exactly the kind of work that keeps Chicago at the forefront of creative culture.”
Quarles has led the award-winning rEvolution creative team since joining the agency in 2009 – when founder and president John Rowady completed the agency’s first acquisition by acquiring the digital and youth culture agency, Birdsong 3. Since then, Quarles and rEvolution have provided industry-leading campaigns and spectacles for clients big and small – be that in soccer, fishing, music or rugby – all while building a versatile and global internal creative team from the ground up.
Chicago Women’s Leadership Accelerator: Justine Fedak, Chief Client Officer
The Chicago Women’s Leadership Accelerator (CWLA) is an interactive day of learning designed to equip women and non-binary leaders with essential knowledge, skills, and tools to excel in leadership roles.
With over two decades of leadership expertise in sports, wellness, and brand marketing – including her previous roles as CMO of BMO Harris and Global Head of Marketing for BMO Financial Group – rEvolution’s Justine Fedak was invited by CWLA to moderate a panel that explored the challenges facing women business leaders today.
“Being a voice for change and helping others find their path is what makes these events so powerful,” said Fedak. “The CWLA panel was a dynamic and empowering experience, and it was an absolute joy to share the stage with such inspiring leaders.”
AMA BrandSmart: Linden White
The longest-running brand marketing conference in the United States, BrandSmart brings together noteworthy speakers and future-forward brand marketers to share proven tools, smart ideas and inspiring stories. Amongst the keynote speakers, subject matter expert panels, and networking opportunities, the conference brought together Choose Chicago, Chicago Fire FC, and rEvolution for its “Beyond The Game: Crafting Unforgettable Brand Experience Journeys Through Sports” panel.
Moderated by Linden White, who serves as Head of Account Management and Integrated Solutions for rEvolution, the panel featured Lisa Nucci, CMO of Choose Chicago, and Dan Moriarty, CMO of Chicago Fire FC, to explore how iconic sports entities redefine brand engagement with dynamic experiences that captivate fans far beyond the final whistle or checked flag.
“Crafting unforgettable brand experiences in a city as vibrant and sports-centric as Chicago requires understanding the unique pulse of our Windy City’s fandom and heritage,” said White, who has spent the past 25 years providing award-winning global marketing leadership and innovative client solutions for renowned brands such as Allstate, Kraft, Nestle, United, Guinness and Old Navy.
“I loved moderating a panel with hometown favorites Lisa Nucci and Dan Moriarity to understand how they capture the essence of Chicago sports and culture weaving it into brand narratives that resonate with fans on profound levels, fostering loyalty that extends far beyond the confines of any stadium or event.”
Blackbook Motorsport Forum: Bruce Bundrant, Chris Hughes
The 10th annual Blackbook Motorsport Forum took place on April 25 at The Kia Oval in London and saw industry leaders come together to discuss navigating the transformation of motorsport over the last decade and the trends driving the industry forward. Three key themes highlighted throughout the event’s sessions were fan engagement, commercial growth, and sustainability.
rEvolution, which served as a gold partner for this year’s event, was represented by a contingent featuring Bruce Bundrant, Senior Vice President, Global Head of Business Development; Chris Hughes, Vice President of Integrated Client Services; Tim Welland, Account Director, Integrated Client Services; Stuart Owen, Account Director, Integrated Client Services; and Joe Langsworthy, Account Manager, Integrated Client Services.
“The forum brings together of some of the biggest brands and members of the motorsport community from around the world,” said Bundrant. “It’s a marquee motorsport event for a reason, and an engaging environment to connect with industry leaders and brands shaping the future of motorsports.”
As part of the event partnership, rEvolution served as a panel moderator for the forum’s brand session, which saw Hughes joined by Melissa Noakes, Head of Sponsorship & events for Santander UK, Jean-François Toulisse, Head of Partnership Marketing for Total Energies, and Michael Nelson, Head of Global Brand Strategy for Vodafone.
“It was a privilege to join Melissa, Jean-François and Michael in a discussion of how brands can navigate motorsports and what brands are doing that is relevant to their audiences,” said Hughes. “Authenticity is key, and for rEvolution, specifically, it aligns our services to what brands like theirs are doing in motorsport.”
