Setup creates content to help marketing professionals thrive by connecting them with insights, tools, templates, and people.

As marketing teams face growing expectations, emerging technology, new channels, and an increasing demand for content, one question continues to become ever present: 

What should your team build in-house, and where can an outside partner add more?

Laura Knebusch, the Senior Vice President of CPG Marketing and CX at Georgia-Pacific, shares that the answer isn’t choosing one model over the other. It’s understanding what the business needs and building the right combination of internal capabilities and external expertise.

Opening acts have a tough job: win over an audience that may not be there to see them, make an impression quickly, and leave people wanting more. Marketers face a similar challenge. Here’s what the opening act can teach brands about earning attention, creating momentum, and making every moment count.

AIMS 2026 united Atlanta’s top marketers for a high-energy day of collaboration, creativity, and cross-disciplinary insights — breaking silos and building the future of marketing together. With powerful sessions from Hertz, Chick-fil-A, Cricket Wireless, and Georgia-Pacific, the summit was packed with actionable strategies, authentic leadership, and real connection. Check out the conversations and key takeaways of the event!

Setup CEO + Founder, Joe Koufman, sat down with Meredith Winczewski, the Chief Marketing Officer for Honeywell, to talk about authentic leadership, the value of listening, why marketers should not be afraid of lateral career moves, the importance of digging into data, and how AI is helping make complex marketing work more efficient.

Setup CEO + Founder, Joe Koufman, sat down with Brian Canning, the Chief Marketing Officer at Hertz, to talk about collaborative leadership, listening to different perspectives, taking smart creative risks, building a brand people actually like, and how AI is helping Hertz move faster and scale more effectively.

Marketers spend significant time building their technology stacks, measurement frameworks, agency rosters, and professional skill sets forgetting that their network is just as important as any skill. The people you know can become sources of perspective, collaborators, hires, mentors, agency partners, sounding boards, customers, and future opportunities. That’s why Setup created AIMS. We wanted to connect more marketers and make those connections meaningful.