Next NW Panel – Brand Portland: Marketing An Iconic City

Leaders from tourism, city government, media and the creative community explore how Portland’s past influences its path forward.

Portland has always reinvented itself. From its progressive culture and creative boom in the early 2000s to the economic and social challenges that surfaced during the COVID era, the city’s identity continues to evolve. What comes next, and who will shape the story? In this NextNW panel, leaders from tourism, city government, media, and the creative community will explore how Portland’s past influences its path forward. Panelists will discuss the city’s reputation, opportunities for renewal, and the role of storytelling, marketing, and civic leadership in shaping public perception. For advertising, marketing, and creative professionals, the conversation will offer insight into how Portland can attract visitors, inspire new residents, and draw businesses back to a city that has long thrived on innovation, creativity, and community.

Creativity has always been the lifeblood of great brands, campaigns, and culture. But as AI tools reshape how ideas are generated, produced, and distributed, many creative professionals are asking a fundamental question: what does truly great creative work look like in an AI-influenced world? Join NextNW for a candid conversation with leading creative directors Steve Sandstrom of Sandstrom Partners, Patrick Hoopes of Drake Cooper, Alicia Mickes of Magic: The Gathering, and Alexis Young of Definitely Real. Together, they will explore how top creatives define breakthrough ideas, how the creative process is evolving, and where human insight still leads the way. This panel will unpack real-world agency and brand experiences while offering a practical perspective for marketers, designers, writers, and strategists navigating creativity in the next era of advertising and marketing.