Heard at ONWARD: USPS & UM Worldwide on Maintaining Relevancy

With 30,000+ Post Offices and mailboxes across the country, the brand that keeps your address — the United States Postal Service (USPS) — understands how to make the most of its own. USPS' Executive Director of Brand Marketing, Chris Karpenko, and Universal McCann US CEO, Kasha Cacy, joined us at ONWARD to discuss how they keep USPS more relevant than ever in an age of mobile and intelligent devices.

During their fireside chat in front of nearly 700 attendees, Karpenko emphasized the role the consumer plays in his/her own customer journey.

"Always be looking for what you don't know you don't know," Karpenko said.