Samantha Rabstein is Senior Director of Programming and Talent for PTTOW! and WORLDZ. PTTOW! is an invite-only community for today’s most creative and inspiring CEOs, CMOs, and Icons from all 70 major industries which are shaping our culture. WORLDZ is a cultural marketing summit and community uniting superstars and rising stars to create the world of tomorrow. See what Samantha had to say about crafting messages for an influential audience and how to tackle the thought leadership industry with poise and precision.
Q: How have you worked with the Ad Council? What campaign(s) have you supported and what was the project you worked on with us?
Samantha Rabstein: It has been my honor to partner with the Ad Council in sharing the message of several incredible campaigns through my work at our community WORLDZ. Together we have continued to amplify the message of “End Family Fire,” “Love Has No Labels” and this year we are showcasing “Seize the Awkward.” Our platform, the WORLDZ GoodFronts is built to spotlight social impact campaigns and organizations in front of hundreds of C-suite leaders from major organizations such as Facebook, Athleta, Tender Greens, Mastercard, Calvin Klein, Clear Channel, iHeart Media and many others. Campaigns get real-time commitments from these organizations in a 90-minute ‘action auction’ built to empower organizations to change our world!
Q: Social good ads pull at our heartstrings. What social good ad has made you cry or stand up and cheer?
SR: Acknowledging the brave and unrelenting work of Nike comes to mind - they did an incredible job showcasing inclusion in sports when celebrating the US Women’s Soccer team. The campaign matched beautifully with what they do and stand for - many of those ads were more than impactful, they were truly inspiring.
Q: Why do you think it’s important for brands to have a corporate social responsibility plan in the world we live in?
SR: Today, a corporate social responsibility (CSR) plan is table stakes -- if you don't have one that makes you an outlier. Brands shape culture, as an inherent part of our culture we should all work to elevate humanity and better our world. A brand’s work through a thoughtful CSR plan can activate an audience into action - that is what every cause really needs to move the needle. Beyond activation, careful alignment is also imperative, all organizations have priorities that can match a social need - it’s all about finding the right partner at the right time.
Q: What was the greatest piece of advice someone gave you, and how did it end up helping you?
SR: A former boss once told me (amidst some upheaval) to ‘Shine Anyway’ -- what it means is to rise to the occasion regardless of the circumstances. She gave me a card that says this years ago and it still sits on my desk. I encourage everyone to ‘Shine Anyway’ - show up, do good work and do it no matter what the moment is. You’ll thank yourself later.
I encourage everyone to 'Shine Anyway' - show up, do good work, and do it no matter what the moment is. You'll thank yourself later.
Q: If you were giving a commencement speech to this year’s college graduates, what would you want them to know?
SR: Commencement is an important moment, it’s both about reflection of your past and imagination of new beginnings as a next chapter unfolds.
BOTH reflection and imagination are super important practices.
REFLECT and reflect often. Take an audit of yourself, be proud of what you have accomplished and be thoughtful about what you want to change.
THEN IMAGINE, dream about your future, vision what you want - and get into action quickly. Time is our most valuable commodity and when you look back you want to be sure you used your time wisely.
Q: What can we look forward to from your organization this year?
SR: WORLDZ, our tentpole summit for marketers + innovators that brings our full community together will be happening in a few short weeks on September 10th & 11. It is the highlight of our year. We empower our attendees by creating a multitude of academic and mentorship-focused moments with our WORLDZ Masters (elite senior executives from the world’s biggest and most innovative organizations). Beyond the summit we create community events year-round that bring leaders of today and leaders of tomorrow together to connect, learn and elevate one another.
Q: Tell us what you hope to see more of or experience more of in the next year, using only emojis.
To learn more about WORLDZ and GoodFronts and to purchase tickets, go here.