B-to-B Events

In our second annual Experiential in Color program, we talk with 16 rising stars across the brand and agency sides of the business about industry trends, inclusive campaigns, and what it really means to belong in events.

Twitter’s positioning as the go-to platform for discovering “what’s happening” in the world has never wavered. But for its in-person return to the IAB’s 2022 NewFronts in Manhattan on May 4, the brand didn’t want to rely on its pre-pandemic, stage-focused strategy to illustrate that value proposition to media buyers—so, it “dimensionalized” its approach, enveloping […]

Ulta’s annual Beauty Field Leadership Conference presents sponsors with a prime opportunity to get their products in front of more than 2,000 general managers, field leadership teams and business partners, and Paul Mitchell arrived at this year’s event, April 27-30, in San Antonio, Texas, prepared to grow partnerships—and trees. Leveraging a multisensory booth experience supported […]

Around this time last year, the world was opening up, Covid restrictions were loosening and many people were prepared to put the pandemic in the rearview mirror. Then the Delta variant hit. Then Omicron. Then BA.2—and everything in between. For event marketers, keeping track of these ever-changing variants is like keeping up with the Kardashians. […]

The world, and the event industry, entered a new reality last year when the U.N. climate panel announced that global warming is growing dangerously close to climbing out of control.