Meet the minds behind The Palmas, Digital Summit's new awards program designed for agencies and brands. Before they evaluate this year's most creative work, we're getting to know our judges through a series of quick-fire questions that reveal the people behind the expertise. From career lessons and creative inspiration to favorite brands, playlists, and personal rituals, these Hot Takes offer a glimpse into what shapes today's marketing leaders.
Derek K. Hubbard's Hot Takes
A piece of work or a partnership you're genuinely proud of, and what made it click?
It's hard to pick just one, but the work I'm proudest of is the run I had building out new storytelling territory while I worked at Southwest Airlines. The team and I launched the brand's TikTok presence from scratch, executive produced their first-ever narrative short film, and helped create their first branded podcast, three very different formats, one common thread: emotional storytelling that actually felt human.
What made it click wasn't the platforms or the production value, but instead the strategy underneath. It was less about “brand messaging" and more about stories people would want to share. Every format was a new way to answer the same question: how do we make people feel something real about the brand? Once we anchored on that, the channel and the format all became secondary. The emotion was the strategy.
That's the part I love most about this work, finding the human thread inside a brand story and pulling on it until people can't help but lean in. It's part art, part psychology, part just paying attention to what actually moves people. Get that right, and the content takes care of itself.
What are you reading right now?
I watched Project Hail Mary, and someone was cutting onions in my theater. That said, I figured I’d give the book a go. There’s just something about Rocky.
A podcast or Substack newsletter in rotation?
My go-to podcast is Dissect, which examines a single album per season, one song per episode. For all my music heads, It’s like manna.
Go-to song or playlist right now?
“Nowhere Fast” by Lucky Daye is getting worn out. I’m sure my neighbors know the lyrics, too.
A creator you keep coming back to?
Speedy Mormon is one of my favorite creators. He’s incredibly funny, yet also has his pulse on the culture in a way that is unapologetically himself.
What are you watching that’s not work-related?
This summer, I joined the Love Island fandom. It’s totally ridiculous, and I can’t look away But hey, two things can be true at the same time, right?
What’s the last thing that made you laugh out loud?
My family and I spent time this summer in Chicago, and something about travelling with family is pure comedy. There are too many moments to name, but just know they had me crying laughing.
Coffee order?
Plot twist: I’m a tea guy, so fill my cup with a soy chai with vanilla.
What’s your end-of-day ritual?
I kick things off with a Barry’s class (810 classes & counting!) to sweat out the day’s chaos. Then, it’s all about decompression. Think bathtub, a mountain of Epsom salt, a fire Spotify playlist, and zero apologies. From there, it’s catching up with family and friends, eating something delicious (probably with bacon), and hope scrolling on TikTok until I’ve laughed at least five times. And before it’s lights out, I enjoy a game or two of online Spades before. Self-care is the best care, so in the words of Keke Palmer, “Get into it!”
Morning person or night owl?
The early bird gets the worm, but I wouldn’t know. See ya at midnight!
The tab (on your computer) you always have open?
My day starts and ends with The Hollywood Reporter.
What’s your walk-up song, if your workday had one?
“September” by Earth, Wind & Fire.
Campaign you still think about (good or bad)?
Not that this family needs any marketing help from me, but Kim Kardashian’s recent campaign for her new energy drink, UPDATE, is living rent free in my brain. It’s clever, timely, and sees her squarely in on the joke. Whether or not you keep up with the Kardashians, you can’t deny they know their audience and how to market themselves.
A brand that consistently surprises you?
This one without a doubt goes to Nike. Not only do I love their products, but their storytelling is top tier. They simply don’t miss!
What brand do you secretly want to work for?
How about three? Nike, HOORAE Media, and Parkwood Entertainment.
Best piece of career advice you’ve ignored?
Early in my career, I was advised to say “yes” and figure out the rest later. While there is positivity in the affirmative, I learned quickly that any “yes” that impedes self-care and personal wellbeing should be a “no.”
What’s one word you want more of in your work this year?
Joy.
What are you saying “yes” to more this year?
This year, I am saying “yes” to more joy. The world can be a dark, scary place, but if you look closely enough, joy abounds all around you. I’m choosing to look for the joy and bask in all its glory. And you should, too!
What are you saying “no” to more this year?
My doctor said I should say “no” to bacon, but let’s be for real, that’s not happening! So, in lieu of bacon, I’m saying “no” to surface level convos. Going deep is always best.
Head to digitalsummit.com/thepalmas to check out the full category list, judging criteria, and submission details. Nomination entries are open through August 21, so don’t sit on this one!