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Erik
Petersen
Senior Director, Global Brand Advertising and Media
Workday
Erik is an award-winning marketing leader with global advertising, branding, business development and creative marketing experience. His experience includes agency account leadership, MarTech and consulting collaboration. Prior to Workday he held account leadership roles at Venables Bell & Partners, Deutsch, MullenLowe NY and Riney. He’s worked with the best-known brands in the world such as Audi, Sprint, Intel, Jeep, Chrysler, KIA, HP, SKYY Vodka, and GMC. Erik led the Audi ad campaign that rebooted the brand in the US, going from #8 in Consideration to #1 and more than doubling sales in a few short years. It became an iconic challenger brand case study that was presented at Cannes. Erik’s experience includes leading ad agency teams of Creative Directors, Art Directors, Copywriters, Designers, Account Managers, Strategic Planners and Producers. He’s led cross functional, cross agency and partner agency collaboration. His efforts include multi-channel campaigns that were featured on 7 Super Bowls to date.
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08 May 2025 09:15 - 09:45
From big game to big wins: The brand marketing playbook behind Workday’s Super Bowl success
Workday’s Super Bowl ad was more than just a commercial—it was a masterclass in brand marketing, authenticity, and cultural relevance. Having led seven Super Bowl campaigns, Erik will share how brand marketing made Workday shine on the biggest stage and why authenticity fuels lasting influence. Key takeaways: - How to break through the noise and make a lasting impact on the biggest advertising stage - The power and ROI of borrowed interest in high-stakes brand marketing - Strategies for tapping into the social zeitgeist while staying authentic - Lessons from seven Super Bowl campaigns on what works (and what doesn’t) - What a truly integrated 360-degree Super Bowl campaign looks like in action