B-to-B Events

Caterpillar’s story at Bauma, which takes place every three years at the Messe München in Munich, is primarily about scale. At this trade show for construction, building and mining machines, recently held April 7-13, the brand’s nearly 1 million square feet of booth space housed 51 larger-than-life pieces of engineering equipment available to order right […]

The “main stage” is taking on a whole new life as event marketers and their partners embrace immersive media, bold spaces and pop culture trends to showcase leaders and launches in a new light. From live-streaming to on-demand channels, these productions—the content, the set, the experience design—have to be as compelling for in-person audiences as […]

From its roots as a critical television advertising commitment exercise to, now, a showcase of new and returning series across linear and streaming platforms designed to dazzle advertisers’ media-buy strategies, the Upfronts today are a competitive landscape. For many brands, it’s an opportunity (or an imperative) to break away from a traditional presentation format and […]

Pinterest has served as presenting sponsor of Cairns Crocodiles, billed as the “Cannes Lions of Australia and APAC,” since its inception in 2022. Following three years of outdoor activations, the brand this year evolved its on-site presence by moving its footprint indoors to a more prominent location, and taking a Gen Z-inspired approach to engagement […]

More b-to-b event marketers are focusing on an additional audience to engage—one that is not always strategized for, but that can make an impact on how events are perceived and supported, as well as on the brand itself. We’re talking experiences crafted for the c-suite, which allow senior executives to connect and dive into customer […]