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When Yahoo dropped anchor at Cannes Lions 2026, it was equipped with its most ambitious festival activation strategy to date, and one very large purple submarine installation.

For new brands and challenger brands alike, investing in experiential marketing doesn’t always require a huge budget or “bold” plan.

This week’s hot takes on hot topics in experiential marketing cover cowboy deliveries, synchronized gaming raids and talking toilet paper.

Consumers are embracing tools to help automate their lives and their work, because while today they enjoy an economy of endless choices, the biggest luxury in a culture moving at warp-speed is… time. Experiential marketers are uniquely suited to ensure time is well spent, which is why they’re basing entire event strategies on the clock. […]

As beverage culture explodes, Oatly is ensuring it’s not only a key ingredient within the conversation and the concoctions, but that it’s also leading them. With the goal of creating “the Davos of beverage,” Oatly’s recent AFTERTASTE event in New York City immersed 300 leaders, operators, tastemakers, creators and journalists in the coffee, f&b and hospitality industries in presentations and sampling inspired by the brand’s latest strategic Look Book Vol. 3.