B-to-B Events

Marketers have had their sights set on engaging millennials for several years, but as Gen Z enters the workforce (and increases its purchasing power), all eyes are now on the younger demographic. Members of this generation grew up eating social media for breakfast. They watch “TV” on YouTube. And when it comes to events, they’re […]

To say that “Game of Thrones” was a topic that dominated the cultural conversation in 2019 is an understatement. As the final season of the beloved series approached, fans exchanged predictions on who would ultimately sit on the Iron Throne—and brands went all-in on experiential to engage them. HBO and Red Cross had SXSW attendees […]

Attendees at GitHub Universe, held Nov. 13-14 at the Palace Fine Arts in San Francisco, could see themselves and celebrate their individuality at every turn of the event. And that was by design. The annual tech show for programmers who use the brand’s hub for code sharing, publishing and networking leaned on the concepts of […]

In what was widely described as “Disney World at CES,” Google took home the prize for the most buzz-generating event of the annual consumer technology show—a theme park ride. Built into the second floor of its mega booth outside the convention center, Google literally took attendees on a multisensory ride through vignettes that told the […]

Women have long recognized the importance of forming connections and supporting one another. For many women, it comes naturally. But new research published this year places scientific evidence behind its benefits.