Campaign Chemistry: Westfield Rise’s Kristen Jackman

For years, digital headlines insisted the American mall was dead. But step into a physical retail space today, and you will see Gen Z congregating for spontaneous hangouts, participating in viral TikTok trends such as "mall bingo" and seeking out real-world experiences. As AI-generated content crowds online spaces, human interaction and physical discovery have become premium commodities.In this episode of Campaign Chemistry, Emmy Liederman sits down with Kristen Jackman, SVP at Westfield Rise. Drawing on her career journey from Twitter to reinventing modern retail spaces, Jackman breaks down how experiential marketing is redefining brand activations and driving consumer engagement. She shares insights on how platforms such as Pinterest are championing offline interactions, why physical spaces serve as critical social hubs for younger generations and how brands can build lasting emotional connections through community-driven experiences. campaignlive.com Music - Take you Out by Lucid Tides, courtesy of Triple Scoop. What we know about advertising, you should know about advertising. Start your 1-month FREE trial to Campaign US. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.