Dead Set on the Future: ICOM North America Regional Meeting 2025

News

Against the vibrant backdrop of Mexico City and timed perfectly with the country’s Day of the Dead festivities, ICOM’s North America Regional Meeting brought member agencies together to share ideas, foster connections, and plan for what’s coming next.

Our hosts at Provoking welcomed us to their breathtaking, multi-level space in a 36-story tower designed by Harry Moller, Head of Technology at Provoking. From a state-of-the-art production studio to a kitchen built for culinary storytelling, Provoking’s headquarters provided the perfect launchpad for the conversations ahead.

We kicked off with a dynamic look at the Mexican economy—Mexico City ranks as the fifth largest city in the world—and gained valuable perspective on how its economic rhythms closely mirror those of the U.S. and Canada. These insights gave context and clarity as we explored the opportunities and challenges that lie ahead.

A Look Inward and Onward

Alan Brown, DNA&STONE Founder and ICOM’s North American Regional Director, provided an update on the regional economic landscape, emphasizing the importance of focusing on profit, cash flow, and organic growth. He introduced new member agencies, including USIM and One23West, and highlighted new network tools like Supermetrics, Love the Work, and the Talent Portal. Specialized ICOM groups—from AI, media and analytics to women leaders and B2B tech—continue to expand, with the client service & growth group soon to launch.

We also had the pleasure of welcoming Scot Keith, Founder of One23West, whose creative work—from the provocative “Gallery of Dick Pics” campaign for Plenty of Fish to innovative music video PSAs—reminded us of the power of bold ideas and unapologetic storytelling.

Lorena Ramos Bosch, Global Marketing Lead at Bimbo, shared insights on managing a heritage brand at scale, sparking rich discussion on balancing legacy with reinvention.

Growth, Culture, and the Power of Change

The afternoon was led by Stephanie Peirolo of Upperhand, who focused on strategies for organic growth. Her mantra: Change the story, grow the business. She challenged agencies to rethink their approach and shared actionable tools like the “Change Formula” and this reminder from Phil Kornachuk:

To produce excellence, standards must be established, communicated, and enforced. Then, teams must be given the time, tools, and knowledge to meet them.

We ended Day One with Provoking’s own Walther and Brenda, who introduced exciting FIFA World Cup opportunities for ICOM agencies.

Embracing the Signals of Change

Day Two began with Sarah Watson, former CSO of BBH and DDB and now an executive coach. She led a thought-provoking discussion on navigating change with a unique framework: mapping exposure to the future against freedom to change. The conversation was anchored in a powerful quote:

“Then he clasped his hands together and smiled, and said, “This could be a good time! There is a river flowing now very fast. It is so great and swift that there are those who will be afraid. They will try to hold onto the shore. They will feel they are being torn apart and will suffer greatly. Know the river has its destination. The elders say we must let go of the shore, push off into the middle of the river, keep our eyes open, and our heads above the water.

And I say, see who is in there with you, and celebrate. At this time in history, we are to take nothing personally, least of all, ourselves. For the moment that we do, our spiritual growth and journey come to a halt.

The time of the lone wolf is over. Gather yourselves! Banish the word “struggle” from your attitude and your vocabulary. All that we do now must be done in a sacred manner and in celebration.
We are the ones we’ve been waiting for.”

Rob Scherzer from DNA&STONE closed the meeting with a talk on building a culture of innovation. From betting on the impossible to breaking rules that no longer serve us, Rob emphasized that true innovation must be enabled by leadership. His advice?

Say it: Define innovation.
Back it: Invest in catalysts.
Celebrate it: Spotlight wins—and the lessons in failure.

Rob also encouraged agencies to be AI Pragmatists, embracing experimentation through the philosophy of FAFO: “f** around, find out.”*

It was the perfect rallying cry to end a meeting that challenged us to think bigger, act bolder, and embrace the unknown. As Alan Brown summed it up: “When we talk about being ‘dead set on the future,’ we mean it. This meeting showed the power of our network—independent, agile, and always evolving. We’re not waiting for the future to arrive—we’re building it together.”