Rakuten Optimism U.S. 2025 connects, inspires affiliate industry
Fueling Meaningful Connections was once again the name of the game at Rakuten Optimism U.S. 2025.
Held in sunny Carlsbad California, Rakuten’s International’s largest annual conference brought together nearly 1,000 digital marketing experts, including advertisers, affiliate marketing publishers, agencies and partners, to be inspired by representatives from hundreds of companies, make connections and celebrate wins together over two exciting days of programming.
Featuring a packed agenda of speaker sessions, countless networking opportunities and the 2025 Rakuten Optimism Golden Link Awards, below are some of the highlights from the event.
Marketing titans take the stage
Leading voices in the affiliate space took to the Optimism stage to explore topics ranging from leveraging creators and emerging trends to drive purchase behavior, to how AI can transform digital marketing tactics.
Headlining the mainstage was Bozoma Saint John. A trailblazer in the industry – named Forbes #1 Most Influential CMO in 2021 – her remarkable success at Netflix, Pepsi, Apple, Uber and beyond has solidified her as one of the most effective marketers of any generation.
Saint John, who is also known to many as a standout cast member of the Real Housewives of Beverly Hills, spoke with dynamic host and interviewer Keisha B. Free, herself an inspiring multihyphenate, about the importance of embracing your authentic self in marketing, the key to building a strong personal brand and living life urgently, offering powerful personal anecdotes throughout.
Her session followed opening executive remarks from Rakuten International CEO Amit Patel, who spoke about the importance of trust and transparency in the affiliate industry in front of a capacity main stage crowd. Stressing the need to deliver consistency on value amid economic uncertainty and evolving consumer expectations, he noted, “I strongly believe affiliate [marketing], more than any other channel is built to adapt and built to deliver,” setting an optimistic tone for the event.
On the breakout stage, a number of Rakuten leaders and industry experts offered the audience in-depth insights into the future of the marketing, discussing the potential of AI for powering greater personalization and customer experiences, how affiliate marketing is helping travel brands around the world take flight and more.
Golden Link Awards recognize industry standouts
Day 1 of the conference was capped with a special Rakuten Optimism 2025 Golden Link Awards ceremony. The annual award celebrates excellence and innovation across affiliate marketing. Hosted by star standup comedian Adam Mamawala, the ceremony recognized advertisers, publishers, and agencies, as well as Rakuten client services teams attending for outstanding achievement over the year.
Below are the 2025 Golden Link winners:
- Best Influencer Campaign: Sam’s Club and BrandCycle
- Best Campaign Optimization: Bloomingdale’s
- Best Cause-Based Campaign: Klarna
- Best Global Campaign: Diesel and SPRNV
- Best Collaboration: Citi and Credit Karma
- Best Collaboration with Rakuten: Newegg
- Affiliate Team of the Year: Cole Haan Affiliate Team
- Agency of the Year: JEBCommerce
- Advertiser of the Year: Chase Credit Cards
- Publisher of the Year: Capital One Shopping
- Lifetime Achievement Award: Walt Roloson, Capital One Shopping
Rewarding experiences unlocked
Over the two-day event, Optimism attendees weren’t only treated to an impressive agenda of speaker sessions – the event also included a diverse selection of interactive “rewarding experiences” to encourage engagement across the conference.
After collecting an RFID-enabled name badge at check-in, attendees could earn points for each conference activity they participated in. The more they participated, the more they earned, unlocking access to top-tier prizes such as an all expenses paid trip to Tokyo.
At a special Rewards Pavillion, attendees could enjoy AI Headshots, an interactive Matcha Making Station, a Tenku Spa experience, Elemental Readings, access to a professional LinkedIn Advisor and more.
There were also plenty of exciting giveaways for guests, including Golden State Warriors merchandise, custom bags, enamel pins and beauty products, to name a few.
Celebrating with style
True to the event’s main theme, Rakuten Optimism provided countless opportunities for networking, relationship building and celebration. While The Golden Link Awards – which concluded with a surprise acrobatic performance – encouraged attendees to step into a world of mystery and allure, where elegance meets extraordinary, day two had conference-goers trade their semi-formal attire for sportswear to participate in Rakuten Optimism’s third annual pickleball tournament.
Rakuten Optimism U.S. 2025 was capped by a “A Night of Zen,” a closing party to help guests unwind in a tranquil, Zen-inspired setting. Activations at the event included a DIY succulent bar, photo activations, a booth offering personalized notebooks created live by a master Japanese calligrapher, a permanent jewelry station and 10-minute Mini massages.
After two eventful days, it’s clear that Rakuten Optimism delivered more than just insights: it sparked action. Attendees left motivated with new connections, strategies and perspectives, ready to drive meaningful results in their businesses.
