Over 11,000 attendees braved the rain on the second day of ad:tech San Francisco, a digital marketer's mecca hosted at Moscone Center North that includes a wide array of speakers, workshops and exhibitors. On the second day of the event, keynote speaker Jaime Cohen Szulc, Senior VP and CMO of Levi's, offered his insights on how brands are changing the way they think about marketing in the face of the free-wheeling digital landscape. Mr. Szulc echoed the sentiment that, "now more than ever, the consumer is in the driver's seat", challenging brands to let go of their tight grip on branding efforts and to change their perspectives on how to engage consumers. Mr Szulc demonstrated how Levi's changed from being focused on a selling proposition to being more focused on how to be coveted. "Levi's used to be about being beautiful…wear our Levis and you'll be sexy," said Mr. Szulc, "now, it's very important for us to look inside". The brief for their ad agency was simple; how to make America fall in love with Levi's again. The answer came in the form of the mantra, "Go Forth". The effort was launched with a traditional television media buy and a commercial starring Walt Whitman but also embraced multiple digital efforts that were crafted to reach a larger audience and to invite brand engagement. When referencing how brands should look at their media mix, Mr. Szulc offered, "it's more about depth versus breadth". Mr. Szulc also showed examples of innovative marketing by Dove, The Market.com and fashion brand Love Jozi. Follow ad:tech San Franciscoon on Twitter @adtechsf.com or click here for more.