Advertising Week has appointed creator Dhar Mann as the inaugural Chief Creator Officer for Advertising Week New York, and the two have unveiled a four-day slate of interactive programming designed to spark $100 million in new creator-brand business. The event runs October 5-8 in New York City.

Mann is the founder of Dhar Mann Studios, which he says reaches more than 170 million followers globally and generates nearly 300 million views each week. He was recently named Forbes’ #2 Top Creator for the third consecutive year. His company has previously partnered with the NFL, which named him its Chief Kindness Officer for Super Bowl LX, as well as Adobe, Microsoft, Big Brothers Big Sisters of America, Gap Inc., Invisalign, and St. Jude Children’s Research Hospital.

As Chief Creator Officer, Mann has curated a different format for each day of the conference. Advertising Week opens October 5 with a keynote in which Mann will launch the “$100 Million Creator Challenge,” and hosts live challenges intended to turn conversations into partnerships on the spot. October 6 brings “Creator Karaoke,” an invite-only night hosted by Christina Milian and Julianne Hough that will pair 25 creators with 25 senior brand decision-makers through musical performances. October 7 features “Creator Omakase,” an intimate dinner hosted by Jack’s Dining Room and Rick Ross built around brands giving creative control to creators on real business objectives. The event closes October 8 with “Dhar Creator Day,” a six-hour takeover replacing traditional panels with 30-minute interactive experiences.

Confirmed talent across the four days includes Julianne Hough, Tiffany Haddish, Big Boy, Adam W, Codie Sanchez, Christina Milian, Rick Ross, Nick Cannon, Ryan Serhant, Fat Joe, Harry Jowsey, Matt Barnes, Rebecca Zamolo, Haley Kalil, and Jackie Aina, among others, a lineup Advertising Week says reaches more than 600 million followers combined. 

CMOs participating in “Creator Day” include Mark Kirkham of PepsiCo, Tim Ellis of the NFL, Ravi Kandikonda of Zillow, Daniel Cherry III of Vans, Adam Vasallo of Big Brothers Big Sisters of America, Jessica Williams of OnePay, and Stacy Minero of OUTFRONT Media. Advertising Week expects roughly 2,500 creators to attend across the four days.

“Our partnership with Dhar Mann reinforces the DNA of Advertising Week as not just the top business destination, but also as the place where Creators and Brands can get deals done times $100 million,” said Advertising Week Co-Founder Lance Pillersdorf and global president Ruth Mortimer.

“Each event I’ve curated is intentionally designed to address a specific gap or point of friction in how creators and brands work together, and I’m excited to see the ripple effect of what we are creating as we aim to spark $100M in new partnerships,” Mann said.

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