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From Inbound to Unbound: Inside the Rebrand of HubSpot’s Flagship Event
After 15 years operating as Inbound, the annual show has been rebranded as Unbound, a shift HubSpot implemented to keep pace with a rapidly changing business landscape, and its own evolution from marketing platform to “agentic customer platform.”
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Partner Studio
Trends Shaping Experiential for Today’s Most Passionate Audiences
Fandom is no longer just a consumer phenomenon; it's a brand strategy. In this panel, we dig into how today's most passionate audiences are reshaping the experiential playbook, and what it takes to show up in a way that builds community, earns media and keeps fans coming back—from Audible's 2,400-person San Diego Comic-Con panel to The North Face's decade-long Global Climbing Day to Pinnacle's work at Fanatics Fest.
Trend of the Week
Experiential Marketing Trend of the Week: Analog Escapism
Adults across the board are battling burnout and digital fatigue. And now they’re powering down. According to a Hasbro study of 10,000 people globally, 80% of Gen Z and millennials report feeling worn out, a trend that is driving demand for analog, hands-on creative outlets that allow adults to slow down and decompress. And brands […]
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Performance
Case Study: Tips for Leveraging Emotion Analytics at Live Events
When experiential agency TRO activated BMW’s new M series launch at the Goodwood Festival of Speed, the team needed to work within a key insight: That the people showing up to the event are already enthusiasts, and that proving the booth’s impact would require an “honest” approach. The result: Measuring granular, moment-by-moment responses to specific […]
Trade Shows
Roots, Reach and AI: Inside 2026 Outdoor Retailer’s Minneapolis Reboot
With over 40 years as a top gathering space for the outdoor industry, Outdoor Retailer 2026 banked on its new Minneapolis location to deliver an experience that would excite retailers and brands in a rapidly changing landscape. Owned and produced by Forge, the show brought more than 1,800 attendees and 275 exhibiting brands Aug. 19-21 […]
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Trend of the WeekExperiential Marketing Trend of the Week: Concert Tie-ins
Videos
Watch: Sylvia Lopez-Navarro of Kia America in The Studio at EMS 2026
In this episode, Sylvia Lopez-Navarro of Kia discusses how brands are building real emotional connections with audiences, and what that actually looks like in practice.
Podcasts
Building an Invested Community, with Club Ichi’s Liz Lathan and Nicole Osibodu
Networking can be hard, especially for introverts, so Liz Lathan and Nicole Osibodu co-founded Club Ichi to welcome event professionals from all backgrounds to connect. Their social club and membership community is built around casual, conversation-based gatherings, peer-to-peer exchanges, local meetups and retreats. In this episode, Lathan and Osibodu delve into their friendship origin story […]