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