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For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Danielle Damiano Medeiros, Global Head of Industry Tentpole Experiences, Events & Executive Engagement COE, LinkedIn Danielle Damiano Medeiros is no stranger to a pivot. Before she landed her role as global head of industry tentpole experiences, events and executive engagement COE at LinkedIn, she worked...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Shawn Wagner, VP-Global Events, HPE The pathway to the event industry is rarely linear. Just ask Air Force veteran Shawn Wagner, who made a transition from the military directly into marketing. It may sound like a big leap, but Wagner’s skills in communication, ops and logistics, and comfortability in high-pressure...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Jeremy Youett, Head of Proprietary Events, Atlassian Jeremy Youett has an impressive, and extensive, background in musical theater and stage production. But for his second act, he’s playing the part of a b-to-b event architect. After studying theater and performing professionally for a few years, Youett moved...

For 10 years, EM has been championing b-to-b all-stars, delving into their career journeys, portfolios, best practices and industry forecasts. Meet this year’s crew: The 2026 B-to-B Dream Team. Pam Corcoran, VP-Global Events, CrowdStrike The cybersecurity space demands precision, but for Pam Corcoran, the real differentiator is connection. As vp of global events at CrowdStrike, she believes the bar for modern event programs isn’t just execution. It’s creating a sense of belonging powerful enough...

In 2004, the creators of the popular web comic Penny Arcade launched PAX to bring together the gaming community and celebrate game culture. After years of growth, PAX expanded from Washington to several cities around the world, and PAX East was established in 2010 as the event’s East Coast branch. We headed up to Boston for this year’s PAX East event, held March 26-29 at the Thomas M. Menino Convention & Exhibition Center, where attendees experienced new releases from major game publishers and...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Y2K house parties, chocolate heists and “Ride the Ranch.”   FIRE UP YOUR GAME BOY AND SHAKE YOUR MAGIC 8 BALL—IT’S A Y2K HOUSE PARTY Gen Z’s utter fascination with Y2K-era fashion and culture continues to sashay its way into brand activations. And as elder millennials, we can confirm that Owl’s Brew got it right with its Y2K house party-themed launch event in NYC. On March 26, the ready-to-drink brand,...

Oh, Barbie. We wanted to go party. Alas, we spent a lot more time scratching our heads at Barbie Dream Fest 2026 than enjoying the experience. Hosted March 27-29 in Fort Lauderdale, FL, the cost of tickets to the inaugural convention ranged from roughly $70 for a day pass to $450 for a VIP weekend package, so we signed up to attend on day one to see what it was all about. (After all, Barbie-themed experiences had a banner year in 2023.) Dream Fest was billed as the “ultimate” fan event for Barbie...

From street signs and lights to curbs and crosswalks, experience builders are borrowing inspiration from the rhythms of movement in real life within activations and trade show exhibits, creating a sense of place and an intentional journey. Let’s stop and look both ways at this accelerating design tactic. First, a look at the “why” of how streetscapes work with some behavioral science. Urban sociologist and professor Ray Oldenburg, who coined the phrase “third place” in his 1989 book, “The Great Good...

Ask and they shall receive. When Sony Electronics’ user community expressed FOMO over the launch of the Alpha 7 V hybrid camera, the brand turned to what it does best—listening—and took a creator showcase held annually in New York City on tour, popping up in the local markets of its most fervent users. The 10-city Creative Space On the Road tour, featuring signature Sony experiences, kicked off Feb. 26 in San Diego, and will wrap April 30 in Boston. Stops include Albuquerque, NM; Savannah, GA; and...

With the news cycle in flux and doomscrolling becoming a daily norm, leisure isn’t necessarily top of mind for consumers, but Cîroc is looking to change that with the Cîroc Athletic Club. The vodka brand’s new experiential platform brings together sports, fashion and culinary culture to create a country club-inspired space of “luxury leisure.” Since launching at the 2025 US Open, the social club has activated around Super Bowl LX, the Nexo Dallas Open and the Desert Smash charity celebrity tennis...