Campaigns + Creative

The experiential marketing industry has always thrived on paradox—spectacle and intimacy, scale and spontaneity, the planned and the unexpected.

“If you’re not putting on a show, you’re just paying for a spot on the carpet.” That’s Don Jeter, cmo of Torq, a company that recently hosted a 20-foot-tall inflatable skeleton and a monster truck in its booth at RSAC, strolling onto the show floor with more than 100 preset meetings. Because with the right […]

What does strong event performance look like in 2026? According to the just-released MDG Event Industry Trend Report, Why Events Must Prove Their Value in 2026 and Beyond, “Events are no longer judged by scale, but by value.”

Storytelling is an important part of every successful event. But the post-event story you tell your executives is just as critical.

Research shows that on-site engagement is the second most important metric being tracked and measured among both b-to-b and b-to-c event marketers.

Every event marketer knows the feeling: You’ve built an exceptional experience, the energy was undeniable, but then comes the question, “But what did we get for it?” For b-to-b event leaders this year, that question no longer leads to an event after the event—because they’ve already engineered the answers in. From trackable, curated meetings that […]

It may seem counterintuitive that the very technology we use to make our lives easier is the same technology driving people to buy cassettes, Walkmans and first-generation iPods. But here we are, pining for the 90s and all the clunky little devices that came with it. As marketers know, it’s a clear signal that nostalgia […]

The 24th Experiential Marketing Summit brought more than 1,000 brand marketers and event industry professionals to the MGM Grand Las Vegas, May 18-20, for three days of inspiration, deep dives, and play under the theme “Human Connection in the Digital Age Starts Here.” From fast-paced creative challenges to brain dates with peers—and, of course, candid […]

You’ve been in that meeting. You raise a concern about material handling rates that have climbed for the third year in a row. You ask why electrical outlet costs just jumped nearly 20% with no explanation. You point out that the exhibitor manual doesn’t define what “special handling” actually means, but somehow you were charged […]

Lauren Flanigan, Head of Global Brands, Refreshment Categories at Mondelez International, discusses how her brands use experiential as a channel to support the overall marketing mix, event measurement, marketing a brand globally and more.