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The Paris 2024 Olympic and Paralympic Games took the world by storm this summer, and hundreds of event and experiential professionals were on the ground taking in the sights and sounds of the French capital, while making brand activations happen. We spoke with Jeff Handler, vp-Olympic and Paralympic clients, and Dennis Jenders, executive strategy director, from GMR about how brands tied their activations’ storytelling to the Games, how they enhanced the experience of athletes in the Olympic Village and how they stepped up their game since the Rio and Tokyo Summer Olympics.

In this special-edition trend chat, we dive into data, sentiment, tech and more for 2025…

Executives from FX, HI-CHEW and Cartwheel go inside experiential fan strategies at festivals and proprietary activations…

When Nespresso transformed an elevator at New York’s One World Trade Center into the stylish, two-person Vertuo Pop Café last month, the footprint may have been small, but the feat was not.

Our 2024 special report tackles career progression and satisfaction among women in marketing—plus, we unveil all-new research 10 years in the making.