The Martin Agency and New York Comedy Festival Launch Comedy Lab: A Playbook for Marketers

Award-winning advertising agency The Martin Agency, and the acclaimed New York Comedy Festival are joining forces to host a first-of-its-kind Comedy Lab: A Playbook for Marketers on Wednesday, November 13th, from 12 to 4pm at the Hard Rock Hotel in Times Square. This premier event is set to convene best-in-class funny marketers, comedians, and creators for a high-energy half-day of programming on how to effectively use laughter to change the way consumers connect with brands. In its 20th year, The New York Comedy Festival brings together the most elite comedic talent in the industry for a week of events throughout New York’s five boroughs. 

Despite countless studies proving the effectiveness of humour in advertising - with consumers favouring brands that make them laugh - the use of humour has declined over the past 15 years, and it’s time to flip the script. Comedy Lab invites attendees to rethink humour's potential as an engagement tool. Taking the stage will be the creative minds behind celebrated campaigns like EOS’s 'Bless Your F*ing Cooch,' Solo Stove’s 'Snoop Dogg's Giving Up Smoke,' Uber Eats’ 'Don't Forget,' and more, to discuss everything from comedic advertising in the Super Bowl to making sure brands always find their place in the punchline. 

“The Comedy Lab is engineered to inspire marketers with a fresh approach to comedy, offering actionable insights to help brands tap into laughter as a tool for genuine consumer engagement. Described as the ‘go-to gathering for smart, ambitious, and funny marketers’ at our Cannes Lions session this past summer, we are thrilled to bring our Comedy expertise to the New York Comedy Festival, celebrating its 20th anniversary.” said Elizabeth Paul, chief brand officer, The Martin Agency. 

“As we celebrate the Festival’s 20th Anniversary, we’re excited to partner with The Martin Agency to bridge the gap between brands and the cultural impact of comedians and the live event experience. By connecting comedians with leading marketers, the Comedy Lab will set a new standard for how humour can authentically resonate, inspire, and drive meaningful cultural connections in today’s world.” said Andrew Fox, executive vice president, Carolines and New York Comedy Festival. 

Speakers include some of the most prominent thought leaders in the industry, and creators behind iconic campaigns, such as: 

• Eugenia Zalis, Global Head of Marketing and Brand, OREO 
• Luana Bumachar, Chief Marketing Officer, Solo Stove
• Matt Bruhn, Chief Marketing Officer, OLIPOP 
• Georgie Jeffreys, Head of Marketing, Uber & Uber Eats 
• Soyoung Kang, Chief Marketing Officer, EOS 
• Kantar, Heidi Ray, Senior Director Brand Marketing, Pop-Tarts 
• Matt Owens VP, Agency & Media Partnerships, System1 
• Kerry Benson SVP, Creative Strategy, Kantar 
• Anne Marie Kerwin, Americas Editor, Cannes Lions / WARC 
• Ralphie Aversa, USA Today Ad Meter 
• Josh Johnson Correspondent, Comedian & Writer, The Daily Show
• Caroline Baniewicz, Comedian, Singer & Content Creator 
• Zarna Garg Comedian & Screenwriter 
• Corey B, Comedian & Podcast Host 
• Britt Migs, Comedian, Writer & Producer 
• James Camacho, Comedian 
• Chase DuRousseau, Comedian 
• Tess Tregellas, Comedian, Actor & Writer 
• David Rosenberg, Founder, Brand Up Comedy 
• Danny Robinson, Chief Executive Officer, The Martin Agency 
• Elizabeth Paul, Chief Brand Officer, The Martin Agency 

Event Details: 

Date: November 13th, 2024 

Time: 12:00 - 4:00 PM 

Location: The Venue at The Hard Rock Hotel, Times Square, NYC