Author archive for Kait Shea
Best of Festive Season: Barbie’s StreamHouse, Coke’s Holiday Train, Dior’s Perfumery and More
The holidays are upon us, and once again, the industry is rising to the occasion to deliver a range of events and activations that are illuminating the season alongside their products and services. Per usual, we’ll bypass coverage of the city tree-lighting ceremonies, corporate galas and virtual gift shops in favor of hands-on brand experiences...
The Brief: Snail-drawn Carriages and Krampus Bars
This week’s hot takes on hot topics in experiential marketing cover Krampus Bars, “Garriages” and Squid Gamification.
Q&A: Lifeway Foods Talks Festivals, Events for Kids and Marketing an Ancient Recipe
Not many brands can say they created their own category based on an ancient family recipe, but such is the case for Lifeway Foods and kefir, the storied fermented milk beverage it sells. In 1986, Michael Smolyansky launched the company with a mission to transport his ancestors’ formula for kefir from the mountains of the...
Agency HR Update: Hiring Trends, Mentorship, and the Role of Freelancers
According to findings from EventTrack 2025, EM’s annual research report on experiential marketing, eventgoers are preparing for an active 2025, with 56 percent of respondents planning to show up to more b-to-c and b-to-b events in the coming year than in 2024. Add to that the fact that 74 percent of Fortune 1000 marketers expect...