B-to-B Events

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 […]

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 […]

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 […]

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 […]

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