Chicago’s marketing and communications industry continues to evolve, blending creativity, community, and thoughtful messaging. We asked local leaders to share how the city’s unique mix of culture, neighborhoods, and real-world challenges is shaping the way brands connect with audiences today.
Kelly Kalmbach, COO, C_LOUISE
"What’s exciting about Chicago right now is how creativity and community work hand in hand. The best campaigns aren’t just about getting attention, they’re about connection. A great example is the Malört × Van Leeuwen collaboration we helped bring to life in the past two months – two brands having fun with Chicago’s quirks and creating something people could actually experience together. That’s the energy of this city – clever, collaborative, and completely grounded in the neighborhoods that shape it."
David Zapata CEO, Founder & Partner, Zapwater Communications
“Running a communications agency in Chicago means balancing the hyper-local with the national. We work at the intersection of city politics, community realities, and national headlines that can include talk of National Guard deployments or ICE raids. Every message carries weight because it reaches real people and neighborhoods. Chicago’s pragmatism keeps us steady, reminding us that clarity, empathy, and responsibility matter more here than flash or noise.”
DeAnna Spoerl, Chief Brand Officer, Bear Icebox Communications
“The Chicago marketing communications landscape is facing significant questions about how to effectively communicate around increasingly volatile situations regarding the Trump administration’s use of the National Guard in our city.
“Regardless of connection or political affiliation, everyone can agree that the situation is fast moving and many companies and organizations whether or not they want to take it aside have to communicate about the situation, both internally and externally.
“We have consulted with clients on both how to frame their positions and what to monitor to ensure that they are up to speed on this evolving situation.
“One of the biggest challenges for a marketing communications person in Chicago right now is either not being prepared and ready to act and think strategically when it comes to communicating about how the use of potential national guard forces, or ice deployment impacts key stakeholders.”
Libby Bolig, SVP and Head of Konnect Agency Chicago
“What’s unique to Chicago marcomms right now is its mix of head and heart. The old playbook of flash and flair has been replaced by storytelling grounded in insight — work that connects to the bottom line while sparking emotion. It’s nostalgic at heart but forward in execution. Brands here aren’t chasing virality; they’re building connection, weaving in food, art, and culture to tell stories that feel lived-in and real. We’re seeing powerful partnerships between like-minded brands that amplify those stories and fuel conversation. And with AI reshaping how we listen and respond, Chicago’s creativity feels more confident than ever — built on substance and designed to make people feel something genuine.”
