Adrianna G. Bevilaqua started college as a pre-med student. She ended up as Chief Creative Officer of M Booth and the path in between tells you everything about how great creative instincts actually develop.

In this episode of Comms Confidential, Adrianna unpacks the frameworks behind her creative process: her small data vs. big data approach, the Culture Mark tool M Booth built to map brand archetypes in culture, and why diverse media consumption is non-negotiable for anyone trying to forecast what's next.

They also cover the cultural trends reshaping communications in 2026: cognitive revivals, the monoculture era, the rise of GEO, and what AI's growing influence means for the future of PR. An added bonus: how Adrianna convinced a client to put a chronic insomniac comedian to sleep in a Macy's window, and why that campaign is still a masterclass in organic storytelling.

Takeaways

• Evolution of creativity in PR
• Impact of cultural trends and shifts in 2026 PR's role in culture and the need for retraining
• The significance of cultural insights and diverse media consumption

Chapters

• 00:00 Journey to Chief Creative Officer
• 08:51 Pushing Boundaries and Abandoning Safe Ideas
• 13:50 Trends and Cultural Shifts in 2026
• 21:08 The Monoculture Era and Chronically Offline Trend
• 26:22 The Future of PR and Culture
• 36:08 Cultural Insights and Predictive Analysis
• 43:06 The Role of PR in Culture and Media Consumption

Ashley Jacobson shares her unconventional journey to PR, highlighting the transferable skills acquired from a background in theater and corporate sponsorship. She discusses the challenges of transitioning from theater to PR, overcoming imposter syndrome, and balancing creativity with reality. Additionally, she provides insights into working with celebrity talent and the transition to ad tech. The conversation covers Ashley Jacobson's transition to the ad tech industry, her role in corporate marketing, and the adoption of AI and automation in marketing. It provides insights into the ad tech ecosystem and the strategic role of corporate marketing in building the company's brand. Additionally, it explores the differentiation between AI and automation and their impact on marketing initiatives.

Takeaways

• Unconventional Path to PR
• Transferable Skills Transition to Ad Tech
• Understanding Ad Tech Ecosystem

Chapters

• 00:00 Journey to PR
• 09:43 Overcoming Imposter Syndrome
• 16:29 Working with Celebrity Talent
• 30:42 Corporate Marketing and Initiatives

This conversation explores the recognition of the need for change and the decision to take a leap into something different. Sarah Kissko Hersh, founder of Type A Consultancy, discusses the internal whisper that signals the need for change and the courage to pursue a new path.

Learn more about Type A Consultancy at https://www.typeaeveryday.com/
Connect with Sarah on LinkedIn at https://www.linkedin.com/in/sarahkisskohersh/

Takeaways

• Recognizing the need for change
• Taking a leap into something different