Featuring Ziad Ahmed, VP, Head of Next Gen, United Talent Agency and Joon Silverstein, Chief Marketing Officer, Coach Moderated by Elizabeth Segran, Senior Writer, Fast CompanyFor years, brands have tried to crack the Gen Z code through campaigns, influencers, and trend chasing. The companies breaking through today are taking a different approach: inviting Gen Z into the creative process from the very beginning. Join Joon Silverstein, chief marketing officer at Coach, and Ziad Ahmed, head of Next Gen at UTA and founder of ZCON, as they unpack what it means to co-create with a generation that expects participation over persuasion. You’ll learn how brands can rethink authorship, build cultural credibility, and create work that resonates in an increasingly fragmented attention economy.