As creative editor at Adweek’s London bureau, Brittaney Kiefer documents how brands adapt to generational shifts. With 10+ years spanning PRWeek and Campaign magazine, she brings unique insight into storytelling that bridges corporate strategy and cultural relevance.
Recent Impact: Her February 2025 analysis of mascot marketing was cited in 3 major advertising keynotes and republished by The Drum. Kiefer’s work remains essential reading for brands targeting demographic transitions.
Brittaney Kiefer has carved a niche as Adweek’s creative editor by bridging the gap between brand strategy and cultural relevance. Her career began at PRWeek, where she honed her skills in corporate communications and crisis management, interviewing CEOs and analyzing industry shifts. This foundation informs her current work, which dissects how brands adapt to generational shifts and societal changes.
At Campaign magazine, she transitioned into cultural analysis, covering the convergence of marketing and entertainment. Since joining Adweek in 2021, Kiefer has become a leading voice on Gen Z’s impact on branding, authoring over 150 articles that decode trends like mascot-led social media campaigns and nostalgia-driven advertising.
This 2,400-word analysis reveals how Puma’s “Go Wild” campaign targets youth through community-focused storytelling rather than athlete endorsements. Kiefer traces the brand’s shift from performance metrics to emotional resonance, citing their decision to feature everyday runners and mothers. The article’s impact lies in its prescient analysis of post-pandemic sportswear trends, predicting the rise of holistic wellness narratives over competitive messaging.
Kiefer identifies a paradigm shift in brand personas through case studies of Duolingo’s chaotic owl and Scrub Daddy’s musical ventures. The piece contextualizes this trend within Gen Z’s preference for absurdist humor, complete with data from TikTok engagement rates. Marketing teams worldwide referenced this article when revamping social strategies in 2024.
By analyzing Sanpellegrino’s casting of 1990s TV icons, Kiefer explores how nostalgia campaigns require authentic cultural touchstones. The article warns against superficial retro aesthetics, emphasizing the need for narrative continuity between brand and reference material.
Kiefer prioritizes stories that decode why specific cultural references resonate. A successful pitch might explore how a brand’s 1980s-inspired campaign taps into millennial parenting anxieties, mirroring her analysis of Sanpellegrino’s Sopranos strategy. Avoid generic nostalgia angles without sociological depth.
Following her Puma coverage, emphasize initiatives that foster grassroots communities rather than top-down influencer campaigns. Example: A sportswear brand creating running clubs for new mothers aligns with her documented interest in non-traditional athletic narratives.
Kiefer frequently contrasts creative decisions with performance metrics. Pitches should include engagement data from experimental campaigns, similar to her examination of Duolingo’s 47% follower increase post-mascot revamp.
Her work transcends press releases to explore branding as cultural practice. Instead of ROI figures, lead with how a campaign reflects shifting gender norms or regional identity.
Kiefer often writes during leadership changes (e.g., Puma’s CEO transition) or technological shifts. Monitor executive moves in legacy brands and emerging platforms’ brand guidelines for optimal timing.
“Kiefer’s reporting doesn’t just observe trends—it gives marketers the tools to navigate cultural inflection points.” – Adweek Editorial Board, 2024
While specific awards aren’t listed, Kiefer’s influence is evident through her rapid promotion to creative editor and frequent citation in industry keynotes. Her articles regularly feature in Adweek’s most-shared content roundups, particularly those analyzing Gen Z’s impact on brand ethics.
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