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Brand Experiences Flooded the 2026 NYC Marathon—13 Tactics That Worked
Runners from around the globe have descended on the Big Apple to participate in the TCS New York City Marathon for 50 years. And in the leadup up to this year’s Nov. 1 race, athletes, spectators, community members and sponsors celebrated with events and activations befitting of the milestone.
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Partner Studio
Experience Intelligence: 3 Insights on Measuring Business Impact
A new methodology is helping brands like IBM design for what matters most. When an industry standard doesn’t exist, create one. It’s the mentality of a growing number of top experiential brands and agency partners who are embracing portfolio-wide measurement strategies to better track the often-long-range ROI of live events. “It’s a fundamental gap for […]
Trend of the Week
Experiential Marketing Trend of the Week: Chef Collabs
Brands are turning up the heat on chef partnerships, placing cooks front and center in their activations, and drawing on their culinary expertise and social media star power to lead product launches, live demos and food truck tours. The chefs aren’t just stopping by for appearances and fan meet-and-greets, either; they’re involved behind the scenes, […]
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Performance
Download EMMA’s New Core Event Measurement Playbook
The Event Marketing Measurement Association’s three-metric framework and verbatim survey questions are now free to download. The Event Marketing Measurement Association (EMMA, formerly EMMC) today announced the publication of its “Core Event Metrics and Survey Standards” guide. It’s first public release being made available for universal adoption across the event and experiential marketing industry. The […]
Trade Shows
Experiential Marketing Trend of the Week: Canned Branding
Drinks today aren’t just about thirst. This year, more than ever, they’re a mode of self-expression, a social ritual and a lifestyle accessory, which makes them a natural marketing tool. Let’s explore how beverage culture is changing the way brands get their message into people’s hands—with the branded can. Supporting this branding tactic is a […]
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Cause MarketingThe Brief: Black Truffle Windows and the MacKenzie-Childs Café
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
Brand Ambassador Spotlight: Vanessa Leiva on the Hustle and Heart of Live Events
Community is everything in the brand ambassador world. In 2021, a friend’s recommendation led Vanessa Leiva to the events industry, and she’s been networking ever since, tapping connections to find the right brand ambassador gigs. “We all end up knowing each other in some way, shape or form, or working with each other. It becomes […]