B-to-B Events Archives - Chief Marketer

Cannes Lions 2026 Preview: Salons, Submarines, Supper Clubs and More

Cannes Lions 2026 will descend on the Palais des Festivals this month, drawing brand marketers, agency leaders and experience architects from across the globe. Amid the recognition hardware being doled out and cmo-level content, we’re keeping track of how the experiential offerings are evolving this year. Check out our preview of a few of the […]

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B-to-B Events

Complex Messaging, Outstanding Designs: Our Top 10 Exhibits at ASCO 2026

The American Society of Clinical Oncology (ASCO) 2026 Annual Meeting brought together more than 40,000 professionals at McCormick Place in Chicago May 29 through June 2 to explore the latest advances in cancer research, clinical practice, and innovation. Exhibiting at a medical congress comes with a unique rulebook. Commercial and medical affairs functions must remain […]

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B-to-B Events

Watch: Justin Tabas of Bosch in The Studio at EMS 2026

Welcome to Studio Sessions, interviews filmed in the field with the minds behind the moments. In this episode, Justin Tabas, senior experiential marketing manager at Bosch, sits down with Event Marketer’s Rachel Boucher at the 2026 Experiential Marketing Summit to talk building careers in events. Tabas shares his journey into experiential marketing, the specific moments […]

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B-to-B Events

How Square Leveled Up the Fun at the 2026 National Restaurant Association Show

You hear it all the time: “Trade shows are no fun.” Square disagreed. For the 2026 National Restaurant Association Show, which took place May 16-19 at McCormick Place in Chicago, the brand activated the “Surprise and Delight” sponsorship during the busiest moments just before the doors opened with a skate show and mini-troopers falling from […]

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B-to-B Events

Field Report: How Brands Built Connection at Licensing Expo 2026, Starting with the Badge

Just as the Experiential Marketing Summit was bringing inspiration to brand marketers, across the Las Vegas Strip, brands were finding new avenues for fandom at Licensing Expo, which was taking place May 19-21 at the Mandalay Bay Convention Center. The 2026 edition brought together about 12,500 industry professionals and a record 400 exhibitors, representing IP […]

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B-to-B Events

The Brief: Clay Bars and Biscuit Blasters

This week’s hot takes on hot topics in experiential marketing cover Clay Bars, pop-up pawn shops and Biscuit Blasters.

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Events

Backstage With Chief Marketer: Diane Hund, SVP and CMO at US Foods

While on the ground at the Experiential Marketing Summit last month, Chief Marketer spoke with Diane Hund, SVP and Chief Marketing Officer at US Foods.

B-to-B Events

Experiential Marketing Trend of the Week: The Keepsake Long Game

Forget the branded tote stuffed with collateral and QR codes. The post-show “experience” today is becoming a well-crafted campaign, with the on-site hero engagement as the jumping off point. Let’s explore the ways b-to-b event marketers are making their show messaging sticky and shareable with the keepsake long game. Turn the experience into a […]

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B-to-B Events

EMS 2026: Everything You Missed on Day Two

Day two of the Experiential Marketing Summit offered up a jam-packed slate of hands-on experiences, curated off-sites and discussions focused on how fresh thinking, hyper- personalization, sustainability and measurement maintain relevance and impact in a digitally dominated world. Let’s dig in. More Coverage: • EMS 2026: Everything You Missed on Day One • Winners Unveiled: […]

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B-to-B Events

Event Measurement Tech Spotlight: An Update on Beacons

Successful event measurement practices are selective about what they track and measure.

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