Three days. One wave.

"What should I be posting on LinkedIn? Where do I even start? I'm busy, how can I make sure it will be worth my time?"

These are questions a lot of people have, and Rebecca Burley knows how to answer them. Specializing content marketing for companies within relationship-oriented industries, her life's work is helping small and mid-size businesses make the most of their limited resources. She knows the LinkedIn algorithm back to front, and will show you how to use your favorite AI tool to put pen to paper. Join this session to learn how to turn what you already have into a content calendar that you can actually stick to; one that will help you build real relationships on and off LinkedIn to grow your business.

The tools that built the great agencies used to live behind a payroll. Not anymore. Everybody paddles out into the same ocean now, which means the thing that separates you is no longer access, it is the hours you have logged and the perspective nobody else can have. In this hands-on session, Arturo Colón, founder of Houston's Random People Digital Collective, shows how to read the wave in front of you and pick the right tool for it instead of buying the whole shop. The room brings a real workflow, Arturo reads it live on stage and builds the AI team that handles it, including the moment a deliverable turns into a working tracker in the same conversation. Then everyone starts their own logbook: the one page that makes AI sound like you instead of like everyone. Part story, part diagnosis, part workshop. Bring a laptop or just a pen. Leave with a quiver, a logbook, and a reason to believe the next era of this business is more human, not less.

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Who it's for and what they leave with:

Independent creatives, freelancers, small shops, and agency people watching budgets drop while everything else goes up. The frame is built to serve both sides of that room equally, because a twenty-year agency veteran has more water time than anybody, and that is the asset, not the liability. They leave with: the four wave types and how to tell them apart, the five-step bottom every creative workflow breaks over, a workflow they watched get built live, their own started logbook page, las cuatro señales for when to paddle out with somebody, and a QR resource with the recap, the prompt library, and the stack cheat sheet.

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A live panel discussion moderated by Alex López Negrete, President, CEO and Co-Founder of Lopez Negrete Communications, the nation's leading independent Hispanic-owned full-service agency. In under two years, Lopez Negrete has built one of the most decorated bodies of work for the Texas Latino consumer in the grocery category for H-E-B. From the first brand campaign through Lent, Tropical Fruit, Holiday, and the World Cup, the work keeps sweeping the American Advertising Awards. This panel goes behind the award shelf to show how it actually gets made. Instead of one case study, the agency's leadership walks through the connected body of work and the cultural strategy behind it. The premise is simple: H-E-B isn't a store in your community; it's your community in the form of a store. The panel traces how that idea becomes campaigns that move the Texas Latino consumer.

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On the Panel

• Patrick López Negrete, Strategy
• Luis Vasquez, Creative
• Angela Beltran, Brand Leadership
• Moderated by Alex López Negrete, President, CEO and Co-Founder‍

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What You'll Take Away

The conversation moves the way the work actually gets done: from client needs and situation, to strategy, to concept and execution. That is where a culturally grounded idea gets tested and either survives or dies. Attendees will hear how the team finds the cultural truth inside a category, how they avoid the sappy, stereotypical trap that plagues so much multicultural advertising, and how every campaign has to clear one non-negotiable bar: it must feel unmistakably on-brand for H-E-B. The result is work that is both culturally true and unique to the brand. Honest, unscripted, and built for anyone who wants their work to connect with the Texas Latino consumer, part of the fastest-growing segment in the country.

Grab a coffee and a snack before the last sessions of the day.