B-to-C Events
Pepsi CMO Todd Kaplan: ‘We Don’t Chase Trends. We Chase Consumers.’
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...
How Beautycon Roared Back to Life on a Mission to Democratize Beauty
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.
Quote of the Month: Event Marketers Share Insights on Successful Partner Collaborations
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....
Podcast: The Highs and Hurdles of Activating at Pop Culture Fan Conventions
If you’ve ever activated at a major fan convention, you already know that there are few attendee types as passionate, discerning—and vocal—as pop culture superfans. Brands that aim to bring popular intellectual properties to life face the highest level of scrutiny from con-goers, who expect interactive, fan-first experiences that provide moments of surprise and delight,...