Campaigns + Creative

We spoke with Joy Allen-Altimare, Global CMO at Saucony, about the brand’s successful “Run As One” campaign, building community through connecting with consumers locally, the brand’s move into the lifestyle arena, AI in marketing and more.

This week’s hot takes on hot topics in experiential marketing cover the VIP treatment, Talisman Experiences and checkered takeovers.

Experiential marketing success at Cheez-It combines a “relevant behavior” of its target audience with an absurd, irresistible experience, Senior Brand Director Cara Tragseiler says.

On the trade show floor, overhead design elements create an enticing, full-frame perspective that gives the illusion of more in addition to capturing eyeballs from long distances. But this year, we’re drawn to height of another kind—columns and towering booth elements that feel monumental and stick out in a sea of walls or lack thereof. […]

Pack Expo welcomed more than 50,000 packaging and processing professionals to the Las Vegas Convention Center Sept. 29 through Oct. 1. Produced by PMMI, the Association for Packaging and Processing Technologies, the show displayed innovation across a record-breaking 1 million square feet of space, the largest in its 30-year history.  According to PMMI president and […]

This year’s Groceryshop 2025, held Sept. 28 through Oct. 1 at the Mandalay Bay Convention Center in Las Vegas, drew more than 5,000 senior-level retail, grocery and CPG professionals from more than 50 countries, with topics such as enterprise-wide AI and health-driven, value-conscious consumers dominating conversations.  Owned and produced by Hyve Group, the show has a signature vibe that […]

Amid generational shifts and evolving attendee habits, trade shows are increasingly investing in exhibitor education long before the doors open, ensuring that brands get the most return on their investments and remain loyal and satisfied show exhibitors.  For example, in preparation for CONEXPO-CON/AGG 2026, taking place in Las Vegas next March, the show held an […]

Sustainability has become a key thought leadership path at IMEX shows, serving as a benchmark and an evolving toolbox for the trade show and events industry. For exhibitors, this means tapping into the maturing frameworks for sustainable exhibitors and also learning to tell their sustainability story.  Billed as a zero-waste event, IMEX America diverts 93 […]

IMEX America, a trade show for the meetings and events industry that took place on Oct. 7-9 at the Mandalay Bay Convention Center in Las Vegas, set a new record with more than 17,000 participants and more than 90,000 scheduled meetings. EM was on the ground to bring you the latest thinking and activations inspo […]

Like its counterpart San Diego Comic-Con, New York Comic Con (NYCC) offered a treasure trove of activities and activations built for pop culture superfans this year. The 19th annual event was packed with panels, cosplay competitions, workshops, talent shows and, yes, brand experiences. From multisensory booths on the show floor at the Javits Center, to […]