B-to-C Events

For more than a decade, Buick has leveraged a strategic NCAA sponsorship to shift young basketball fans’ perceptions of the brand and bask in the media exposure surrounding March Madness. But for its 2022 program, Buick wanted to capitalize on its strong female buyer base (women are responsible for more than 55 percent of Buick […]

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.

A social-first marketing philosophy is easy to envision but a lot harder to execute. But Boardroom, the sports business media network founded in 2019 by Kevin Durant’s investment company 35V, is one brand that truly walks the walk. What started as a series on ESPN+ has evolved into newsletters, podcasts, premium video, written editorial and […]

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 […]

Italian wine brand Barone Fini’s Pinot Grigio: Valdadige is a best-seller, but with the launch of a new label that replaces the family crest with a hot air balloon icon, the brand saw an opportunity to promote this new positioning and drive trial among affluent wine-drinkers in the process. Leaning into that hot air balloon […]