In this episode of Adspeak by ADWEEK, host Rob Klara sits down with three communication leaders to explore how iconic brands can turn major anniversaries into opportunities for cultural relevance and future growth.
Sona Iliffe-Moon, chief communications officer at Yahoo; Gina Pesko Laughlin, VP and global head of communications at Delta Air Lines; and Melissa Menta, SVP of global brand and communications at Peanuts Worldwide, share lessons from celebrating Yahoo’s 30th, Peanuts’ 75th, and Delta’s 100th anniversaries.
The conversation explores how brands can harness nostalgia without becoming stuck in the past, why authentic brand DNA matters more than flashy campaigns, and how partnerships, social content, and experiential activations can bring heritage to new audiences.
From Delta’s employee-designed centennial aircraft and renovated Flight Museum to Peanuts’ NASA partnership and Yahoo’s playful Super Bowl campaign, the guests reveal how legacy can become a powerful platform for innovation, relevance, and connection across generations.
What you’ll learn:
- How to activate nostalgia without losing contemporary relevance
- Why brand DNA matters more than flashy production
- The museum and physical experience as brand storytelling
- How to use partnerships to extend brand legacy organically
- The power of employee-created design in anniversary campaigns
- Why anniversary milestones create credibility platforms for future messaging
About the guests:
Sona Iliffe-Moon is Chief Communications Officer at Yahoo, where she leads global corporate, consumer, and internal communications. She brings more than 20 years of experience across strategic, consumer, crisis, and corporate communications, having held leadership roles at Lyft, Facebook, Instagram, Nestlé, and Toyota, as well as PR agencies Weber Shandwick and Hill & Knowlton. Before entering PR, Sona worked as a foreign affairs officer at the U.S. Department of State. She holds degrees from George Washington University and USC Annenberg.
Gina Pesko Laughlin is Vice President, Global Brand Communications at Delta Air Lines, where she leads communications strategies that strengthen Delta’s reputation, culture, and customer brand. A 20-year Delta veteran, she has held leadership roles spanning corporate, employee, executive, crisis, and operations communications, including helping guide the airline through its merger with Northwest and bankruptcy reorganization. Gina previously built Delta’s employee engagement function and launched its first internal social platform. She holds degrees in public relations and political science from Syracuse University.
