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Event Marketer’s 2025 B-to-B Dream has been unveiled. Each month, we’re sitting down with one of our all-stars to talk trends, best practices and all things uniquely b-to-b. Rachel Langley, VP-Events, Visa Good job opportunities build careers, but great mentors shape them. Before she managed multi-million-dollar event budgets for Fortune 500 companies, Rachel Langley took her first career leap at the British-American Chamber of Commerce. There, her colleague and mentor, Pam Miller, taught her the...

Strategy is key when it comes to securing the right talent for your corporate event When incorporated strategically, celebrity talent can enhance the attendee experience, create buzz surrounding your brand, and even bolster messaging at your conference or gathering. With more than 30 years of experience, LEO Events has built strong, trusted connections with agents, managers, and talent reps across the industry. But again, It’s not just about who you get. It’s about how they contribute to the message,...

Workplace benefits are critical to attracting and retaining top talent in just about any industry, but the topic isn’t typically enthralling. So at Morgan Stanley at Work’s Thrive 2025 conference, which educates human resources professionals on the brand’s employee benefits solutions, the company added a little Hollywood magic to its presence on the show floor. Throughout this year’s event, hosted June 9-12 at the JW Marriott in Los Angeles, Morgan Stanley at Work’s “Be a Star” activation aimed to...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover frozen lotion, soccer jugglers and chainsaw-sliced sandwiches.   MATTEL TAKES A GAMBLE WITH AN ADULT GAMING POP-UP IN VEGAS When Mattel announced last month that it would be introducing “UNO Social Clubs” around the U.S., the brand couldn’t have predicted that the endeavor would turn into a viral spectacle before it even got started. Yep, earlier this month, when word got out that Mattel’s first Social...

They’re low-key, open long hours, and retro as heck, and as brands have figured out, they’re offering a full menu of engagement opportunities that invite audiences to grab a booth and settle in. Yes, we’re talking diners, and all the ways brands are harnessing the aesthetic. Diner experiences caught the attention of the editors of Fast Company this week as Tesla opened its new Supercharger station in L.A. that doubles as a Tesla-branded “retro-futuristic diner.” There, visitors can enjoy “greasy...

Event Marketer’s Rachel Boucher, head of content; Kait Shea, senior editor and manager-digital, and Juanita Chavarro Arias, managing editor, recap and provide commentary on some of the top experiential stories, ideas, and trends of the month. Think: Summer vibes, sponsorship irony, ballroom inspiration, global exhibitions, and more. New episodes drop monthly.   Subscribe to The Brief LinkedIn Newsletter For more information on The Brief newsletter and The Brief, Live! reach out to the editors.  ...

FIVE THINGS TO KNOW THIS WEEK This week’s hot takes on hot topics in experiential marketing cover Club Furby, Shaq’s Drip Lounge and a National Pink Day pop-up.   HASBRO BRINGS ITS DJ FURBY TOY TO LIFE WITH A CLUB ON THE PIER We hear the Furby is making a comeback, but not in the way you remember it. Hasbro is releasing its new DJ Furby toy, designed with a long, multicolored body and LED lights, and to promote the upcoming launch, the brand transformed the Santa Monica Pier into a daytime, family-friendly...

You love your favorite brand, but do you love your favorite brand enough to tattoo it on your body… forever? For some event attendees, the answer is a “heck yes!” as they belly up to the tattoo chair and get some fresh ink representing their favorite brands and experiences. According to Trendhunter, hotel-friendly tattoo pop-ups, and “tattoo travel” are trending, like this experience featuring a partnership between Kimpton Hotels and Tiny Zaps tattoo studio which offers vacationers a more permanent...

As the Official Beer Sponsor of the FIFA Club World Cup 2025, Michelob Ultra is hitting matches around the country throughout the tournament’s run, June 14 to July 13, to bring soccer fans in-stadium and on-premise activations, including beer gardens popping up at the 12 host stadiums. We had the opportunity to explore the Michelob Ultra activation at Thursday’s Juventus vs. Manchester City match at Camping World Stadium in Orlando, FL. With the sun blazing and temperatures reaching 93 degrees, fans...

The Best Exhibit and Event Fabricators Serving the Experiential Marketing Industry Whenever a market force swings in, trade show and event builders are often the first to feel it. As the layers of the foundation of the brand experience, it is their expertise, their creative vision and, ultimately, their ingenuity that can harness and stand up to any challenge clients face. Perhaps this year’s biggest challenge is uncertainty itself (read: inflation, tariffs), and the shops that have mastered flexibility...