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.
Sarah Weise's Hot Takes
A piece of work or a partnership you're genuinely proud of, and what made it click?
We conducted a conjoint study—a special type of survey designed to test tradeoffs—to help a medical-device company prioritize features for a digital stethoscope. It turns out that one seemingly small design decision (placing the controls on the tube vs. head) boosted willingness to pay by $120 per stethoscope! I love that example because it transformed a subjective design debate into a measurable business decision. Great market research doesn’t just reveal what customers prefer; it shows exactly what that preference is worth.
What’s the last thing that made you laugh out loud?
I read about a New York artist who collected garbage near Madison Square Garden on the day of Taylor Swift and Travis Kelce’s wedding, packaged it into tiny cubes, and sold them for $25 - $100 a piece. I kept thinking: This isn’t even trash from the wedding. It’s trash from the bins around Penn Station! Honestly, it may be the purest example of branding creating value I’ve ever seen.
Coffee order?
Strong, uncomplicated, and a must-have before anyone starts with a not-so-innocent-sounding, "quick question…"
What’s your end-of-day ritual?
I write down tomorrow’s three priorities so my brain doesn’t spend the night holding a meeting I declined to attend.
What brand do you secretly want to work for?
Oh My Mahjong. Mahjong is having a major cultural moment, and this brand has transformed a traditional game into a premium lifestyle product, with gorgeous sets selling for $700 or more. I’d love to explore the psychology behind that purchase: how community, ritual, self-expression, and status turn a game set into something people proudly display—and happily splurge on!
Campaign you still think about?
Spotify Wrapped. It turns customer data into identity, identity into shareable content, and shareable content into free distribution. That’s not merely a campaign; it’s a beautifully engineered behavior loop.
What’s one word you want more of in your work this year?
Specificity. “People want convenience” is not an insight. Tell me which people, what convenience means to them, and what they’re willing to trade to get it.
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!