B-to-C Events

Generative AI is still uncharted territory, but Coca-Cola dipped its toes in the water over the summer with the launch of the Coke AI Studio, an extension of its Coke Studio global music platform. The new AI-powered festival experience transforms music fans into pop stars and hit shows like Gov Ball, Lollapalooza, Osheaga and the […]

Drivers weren’t the only ones getting motorsports fans revved up in Austin at the Formula 1 Lenovo U.S. Grand Prix over the weekend. There was also a roster of top-tier sponsors on the grounds at Circuit of The Americas (COTA), luring attendees in with sampling, technology, curated photo moments and, in one case, robot bartenders. […]

Speaking to an audience of digital out-of-home executives at the DPAA Summit this week, Pepsi cmo Todd Kaplan revealed the 125-year-old brand’s secret to remaining fresh, relevant and connected to younger audiences: a culture-first style of brand building. “We don’t chase trends. We chase consumers,” he told the crowd. But that also entails understanding why people are […]

The grand in-person return of Beautycon came with a bold message: Beauty shouldn’t just be in the eye of the beholder; it should be in the hands of the people. Organizers reintroduced the annual convention, Sept. 16-17 in Los Angeles, with a laser-sharp focus on democratizing beauty.

It’s been a roller coaster ride for clients and partners these past three years. People have come and gone, taking with them institutional knowledge. Marketing organizations have reorganized—some are lean, and some operate with a number of added roles and layers. Amid all this, audiences are evolving rapidly, and the pace of business is accelerating. […]