Variety, Panera, Digitas and Nicky Campbell join the Advertising Week panel

Executives from diversePanera and Digitas, along with creator Nicky Campbell, will take the Advertising Week stage on October 9 for the “Leveraging Moments to Create Moments” panel. The strategic group behind it will be involved Miscellaneous Partnering with Panera, the two worked to create an influencer-led membership campaign to promote the restaurant chain’s new Croissant Toast Sandwich and limited edition Croissant Clutch. The campaign tied in with fashion’s biggest night of the year: the Met Gala, held in May.

Speakers include Dia Lawrence, Chief Operating and Marketing Officer at diverse; Amy Lanzi, CEO, Digitas North America; Nicky Campbell, creator; and Beth Ringer, vice president of media strategy at Panera Bread.

The effort consists of a three-part social video campaign plus alignment with Miscellaneous Cover the red carpet for the night. The campaign demonstrates how brands can embed themselves in cultural pillars to create moments that resonate far beyond the night itself.

Miscellaneous The Panera partnership was marked by Prepare with me in video style By Nikki Campbell.

“The integration of brand, marketing and influencers is key to building a popular and well-thought-out campaign,” Lawrence said. “Our collaboration was a seamless fit, building hype and excitement for the new Panera Croissant Toast Sandwich and Clutch in an organic way.”

Participants will exchange ideas on how to harness iconic moments of brand recognition, as well as how to bring new brands and sectors together through innovative thinking and engaging influencers in dynamic and culturally relevant ways. The conversation will take place on the Marketplace platform at 12:30 p.m.