The planning for the 2020 edition of Adweek’s tentpole event, Brandweek, began last September, soon after the 2019 edition in Palm Springs, Calif. Miami was to play host to this year’s conference, which was supposed to happen this week.

Instead, like so many other companies have had to do over the last six months, Adweek pivoted to a virtual event, which took a reimagining of what a multi-day trade conference could be. Two days into Brandweek Masters Live, as this year’s event is known, more than 5,600 registrants from brands, agencies and media have virtually converged for main stage presentations, curated masterclasses, wellness sessions and Taste of Brandweek, where brands that make products ranging from cereal to tequila, are sharing their goods. Today, attendees were also treated to a performance by musical artist Victory Boyd.

Adweek is using multiple third-party platforms to produce the event, such as Splash to register attendees, Zoom to bring panelists and speakers into the live conversations, Jublia to coordinate one-on-one meetings and Maestro to broadcast multiple channels of programming to attendees. Attendees have watched more than 39,000 hours of programming across those channels. (Click here if you’d like to register for the remaining three days.)

The Brandweek Masterclasses bring together leading CMOs for 15-minute lessons. Topics range from connecting with community, leading through crisis, the business case for brand, preparing for the 2030 consumer and more. Leading brand marketers from Burger King, PepsiCo, Uber, Airbnb, Hilton, Petco, Citi, ViacomCBS and more are delivering key insights and takeaways.

This year’s event also played host to Adweek’s annual Brand Genius awards, brand marketing’s highest honor. Procter & Gamble chief brand officer Marc Pritchard was not only named a Brand Genius honoree, but also the publication’s Grand Brand Genius. Ryan Reynolds, who will be in conversation with Adweek’s David Griner on Thursday, is the publication’s Brand Visionary.

Join Ryan Reynolds, Dwyane Wade, Keisha Lance Bottoms, Andrea Brimmer, Gail Tifford, Antonio Lucio and more at Brandweek, Sept. 14-18, for five days of Main Stage insights, in-depth Masterclasses and virtual experiences. Register now.