The premier annual conference of the AAF Western Region — bringing together advertising and marketing professionals, agency leaders, brand-side marketers, students, and AAF club officers.
About The Conference
For over 20 years, AdWest — formerly the Western Region Leadership Conference — has been the premier event for advertising professionals and AAF club leaders at every level.
Each year, AdWest is hosted in a different Western city. The 2026 edition, AdWest LA26, brings the conference home to Los Angeles for a special edition timed to one of the most significant moments in the city's history: the countdown to the 2028 Olympic Games.
AdWest Details
Location
Wednesday: Creativ Co's Santa Monica Rooftop (1639 11th St, Santa Monica, CA 90404, USA)
Thursday: Hyatt Centric Delfina Santa Monica (530 Pico Blvd, Santa Monica, CA 90405)
Friday: Team One's Playa Vista Office (13031 W Jefferson Blvd #800, Los Angeles, CA 90094)
Dates: September 23 to 26, 2026
Wed, Sept 23: Welcome Reception
Thur, Sept 24: Club Leadership Track + Best of the West Awards Reception
Fri, Sept 25: Industry Track @ Team One (GET YOUR TICKETS!)
Sat, Sept 26: The SoCal Experience - Choose Your Own Adventure
AGENDA
WED, SEPT. 23
Creative Co. (Santa Monica)
6:30 - 8:30 PM
Welcome Reception & Mixer
Kick off AdWest: LA26 with AAF club officers and the Los Angeles community!
Not attending the full conference but want to join us for the mixer? Individual tickets are available here! Conference attendees get access for free.
THUR, SEPT. 24
Hyatt Centric Delfina Santa Monica
8:00 AM (1hr)
Registration & Networking Breakfast
Check in, grab your badge, and connect with fellow AAF club officers.
9:00 AM (10min)
Welcome to AdWest: LA26 — Day 1
Conference Co-Chairs, Mandi Witkower and Chris Degenaars open AdWest: LA26 and set the tone for the coming 2 days.
9:10 AM (50min)
The Legacy We Leave: Leadership, Community & Advertising
Hear from Advertising Hall of Fame and Advertising Hall of Achievement inductees about how they think about the legacy they're leaving on this one-of-a-kind panel!
10:00 AM (1hr)
Starting an AAF Collegiate Chapter: Building Your Team & Competing in NSAC for the 1st Time
- AAF California State University Northridge
- Chapman Circle Ad Club
11:00 AM (1hr)
From Entries to Excitement: Building an Awards Program That Drives Participation and Pride
- Kate Kearns, Executive Director of AdFed Minnesota
12:00 PM (1hr)
Lunch Keynote: Creativity in Hollywood with The Movie Poster Guy
1:00 PM (30min)
Networking Break & District Meetings
1:30 PM (30min)
Advertising in Action - How to Advocate for the Policies That Impact Our Industry
- Anne Kierig (Vice President of Government Affairs, AAF National)
- Paul Klein (Lobbyist, TriStrat)
- Christie Pierce (VP of Media, 3fold Communications)
2:00 PM (45min)
AAF Club Leadership - Idea Exchange Round Tables
- Fundraising
- Best of the West Awards
- Event Planning
- Government Affairs
- National Student Advertising Competition
- Ad 2
- Ask Me Anything
2:45 PM (15min)
Networking Break
3:00 PM (1hr)
The New Rules of Influence
4:00 PM (1.5hr)
Western Region Business Meeting & District Goal Sharing
5:30 PM (1hr)
Free Time
6:30 - 9:00 PM
Best of the West Media Awards Reception
Not attending the full conference by looking for tickets to celebrate and network? Get tickets for the award reception here!
8:30 AM (1.5hr)
Registration & Networking Breakfast p.b. D/Cipher
Check in, grab your badge, and connect with fellow creative, brand, and advertising leaders.
10:00 AM (10min)
Welcome to AdWest: LA26 — Day 2
Conference Co-Chairs, Mandi Witkower and Chris Degenaars open AdWest: LA26 and set the tone for the following sessions.
- Mandi Witkower — Director of Advertising, Fantasy Springs Resort Casino + AdWest: LA26 Co-Chair
- Chris Degenaars — Marketing Manager, Wilshire Law Firm + Founder, AAF Los Angeles + AdWest: LA26 Co-Chair
10:10 AM (50min)
Branding LA as a Sports Epicenter on the Global Stage with the LA Sports Commission
- Alex Merchan — CMO, LA28
- Jason Krutzsch — SVP Marketing, LA Sports & Entertainment Commission
- Marty Turman — VP Fan Marketing & Insights, LA Rams
- Vanessa Kromer — VP Communications, SoFi Stadium & Hollywood Park
Moderated by: Andrew Almendras, VP Marketing Strategy & Planning at IMAX
11:15 AM (1hr)
Differentiating Milani Cosmetics® in a cluttered marketplace: "What’s Inside Is Everything”
- Jeremy Lowenstein — CMO, Milani Cosmetics
- Walter May — Chief Creative Officer & Partner, London Alley Creative Studio
Moderated by: Andrew Almendras, VP Marketing Strategy & Planning at IMAX
12:30 PM (45min)
When Brands Collide: Forging Partnerships in a Celebrity Ecosystem
- Zach Glass — SVP of Marketing, 11:11 Media
Moderated by: Chris Degenaars, Marketing Manager at Wilshire Law Firm
1:00 PM (1hr)
Lunch Break
2:30 PM (45min)
Marketing LA: The City, The Culture & The Crowd
- Zoé Zeigler — Head of Marketing, LA Metro
- Jessica Jordis — CMO, LA Galaxy
Moderated by: Heidi Loera, VP of Digital Sales at TelevisaUnivision
3:15 PM (45min)
Fandom Isn't Bought, It's Built.
- Henry Ong — Sr. Director of Global Brand Marketing & Franchise Management, Universal Pictures
Moderated by: Andrew Almendras, VP Marketing Strategy & Planning at IMAX
4:00 PM (30min)
Closing Keynote with Team One CEO, Julie MIchael
4:30 - 6:30 PM
Closing Cocktail Reception p.b. MACH27
SAT, SEPT. 26
Los Angeles
All Day
Pick Your Path: The SoCal Experience
Option 1: Beach + Boardwalk Day
Experience LA's beaches exploring Santa Monica and Venice!
Option 2: Culture + Downtown
Explore the creative capital of the world's downtown center with art galleries and food from around the world.
Option 3: Hollywood & Views
Get out for a hike to the iconic Hollywood sign!
